Citation:

Muhammad Arfat Kelian, Laela, Zandy Pratama Zain. "The Influence of Celebrity Endorsers on Purchase Intention with Brand Image as a Mediating Variable on Skintific Users in Ternate City" International Research Journal of Economics and Management Studies, Vol. 5, No. 6, pp. 243-251, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I6P127

Abstract:

This research aims to determine the influence of celebrity endorsers on purchase intention with brand image as a mediating variable for Skintific users in Ternate City. This research uses a quantitative approach. The population in this research is the people of Ternate city who use Skintific products. The number of samples in this study was 150 respondents. The data sources in this research are primary and secondary data. The data analysis technique in research uses Smart Partial Least Squares (PLS). The results of this research show that celebrity endorsers have a positive influence on purchase intention, celebrity endorsers have a positive influence on brand image, brand image has a positive influence on purchase intention and brand image is able to positively influence the relationship between celebrity endorsers and purchase intention.

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Keywords:

Celebirty Endorser, Brand Image, Purchase Intention.