The Role of Brand Trust in Mediating the Relationship Between Celebrity Endorsement and Brand Equity on Purchase Intention of Wardah Products in Coastal Cities
Any Setyarini1 , Firdaus2 , Sri Sulistiyaningsih3, Rusmiyatun4,Jacobus Wiwin Kuswinardi5

1Universitas Semarang, Soekarno-Hatta Street, Semarang City, Central Java, Indonesia, 50196
2Universitas Muhammadiyah Semarang, Kedungmundu Street No.18, Kedungmundu, Central Java, Indonesia, 50273
3Anindyaguna School of Economics, Zebra Tengah III Street, Pedurungan, Semarang City, Central Java, Indonesia, 50192
4Rajawali School of Economics, Purworejo, Gajah Mada Street KM 7, Bayan, Central Java, Indonesia, 54224
5Universitas PGRI Kanjuruhan Malang,East Jawa, Indonesia

Abstract

The Role of Brand Trust in Mediating the Relationship Between Celebrity Endorsement and Brand Equity on Purchase Intention of Wardah Products in Coastal Cities

Keywords: Brand Trust, Celebrity Endorsement, Brand Equity, Purchase Intention, Wardah

Topic: Social and Cultural Dimensions in Coastal Cities