Celebrity Endorsement and Brand Image Effects on MS Glow Purchase Decision through Trust

Abstract

The increasing competition in the local skincare industry has encouraged brands such as MS Glow to use celebrity endorsement and brand image to influence consumers' purchase decisions. However, previous findings regarding the effects of these factors on purchase decisions are not always consistent, and the mediating role of trust remains insufficiently examined, particularly among university students. This study addresses this gap by simultaneously examining celebrity endorsement and brand image and testing trust as a mediating variable in the context of MS Glow skincare products among Universitas Negeri Padang students. A quantitative causative approach was employed using purposive sampling, involving 100 students who had purchased MS Glow products. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling with SmartPLS 4.0. The results show that celebrity endorsement significantly affects trust, but does not significantly affect purchase decisions. Brand image significantly affects trust and purchase decisions. Trust significantly affects purchase decisions. Trust does not mediate the relationship between celebrity endorsement and purchase decisions, but significantly mediates the relationship between brand image and purchase decisions. These findings highlight the importance of strengthening brand image and consumer trust in supporting MS Glow purchase decisions.