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Abstract ABS-25

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 Corresponding Author: any setyarini

Question from Ms. Citra Andriani Kusumawati 2025.12.16 12:46:55 Does brand trust mediate the relationship between celebrity endorsement and purchase intention of Wardah products?

Reply from Dr. Firdaus Firdaus 2025.12.16 22:32:12 Yes, brand trust mediates the relationship between celebrity endorsement and purchase intention of Wardah products, particularly in the context of coastal cities.

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