THE ROLE OF BRAND TRUST IN MEDIATING THE CORRELATION BETWEEN THE USE OF CELEBRITY ENDORSERS AND ONLINE CONSUMER PURCHASE INTENTIONS
Russian Journal of Agricultural and Socio-Economic Sciences
Since a few years ago, the business development in the food and beverage sector has experienced very significant growth. The restaurant and restaurant industry is still believed to be a form of business that has good prospects, even in times of crisis. However, in the same period many restaurants went out of business, because they were unable to maintain the number of visitors. Success in the food and beverage sector is not only determined by the number of visitors, but is also determined by
... ability to increase customer growth. One strategy that can be done is to use Celebgram or Celebrity Endorser and Brand Trust as a mediator. In previous research, it was found that the use of Celebrity Endorser in increasing consumers' purchase intention only had an effect of 28.53%, so it was deemed necessary to add a Brand Trust variable as a mediator which was expected to further increase consumer buying intentions. The population in this study is the community in Denpasar City with the determination of the sample using purposive sampling. The data analysis technique used the PLS data analysis technique. The results of this study found that brand trust is able to mediate the relationship between the use of celebrity endorsers and consumers' intention to buy online so that the use of celebrity endorsers and brand trusts is expected to provide a reference for MSMEs that offer products in the form of food and beverages online. If before the Covid 19 pandemic conditions consumers were still hesitant to buy food and beverage products online, it is hoped that by using celebrity endorsers that display food and beverage products in a real and honest manner, as well as trust in brands, it can increase the purchase intention of consumers who previously were still hesitant to buy food and beverage products online. With an increase in consumer buying intentions, it is also hoped that MSME actors who sell food and beverages online can increase their sales turnover significantly. KEY WORDS Celebrity endorser, brand trust, online purchase intention.