<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan Rayyanza Malik Ahmad (Cipung) sebagai endorser terhadap minat beli konsumen pada produk Essential Oil Cessa. Responden dalam penelitian ini yaitu 151 konsumen yang mengetahui produk Cessa asal Indonesia di Jakarta. Strategi sampel yang digunakan dalam penelitian ini adalah berbasis populasi dan menggabungkan purposive sampling dengan non-probability sampling pada pelanggan yang mengenal produk Cessa. Penelitian ini menggunakan metodologi Structural Equation Modeling (SEM) yang dianalisis menggunakan PLS (Partial Least Square) versi 4.0.9.6. Hasil penelitian ini menunjukkan celebrity endorser tidak memiliki dampak yang signifikan terhadap purchase intention, celebrity endorser berpengaruh positif signifikan terhadap brand trust, celebrity endorser berpengaruh positif secara signifikan terhadap brand attitude, celebrity endorser berpengaruh positif secara signifikan terhadap brand awareness, brand trust berpengaruh positif terhadap purchase intention, brand attitude berpengaruh positif terhadap purchase intention, brand awareness tidak memiliki dampak yang signifikan terhadap purchase intention, brand attitude berfungsi sebagai mediator untuk menghubungkan pengaruh celebrity endorser terhadap purchase intention, brand awareness tidak berperan sebagai mediator dalam menghubungkan pengaruh celebrity endorser terhadap purchase intention, serta brand trust berfungsi sebagai mediator untuk menghubungkan pengaruh celebrity endorser terhadap purchase intention. This research aims to determine the effect of using Rayyanza Malik Ahmad (Cipung) as an endorser on consumer buying interest in Cessa Essential Oil Products. The respondents in this research were 151 consumers who knew about Cessa products from Indonesia in Jakarta. The sampling strategy used in this research is population based and combines purposive sampling with non-probability sampling of customers who are familiar with Cessa products. This research uses Structural Equation Modeling (SEM) methodology which is analyzed using PLS (Partial Least Square) version 4.0.9.6. The results of this study show that celebrity endorsers do not have a significant impact on purchase intentions, celebrity endorsers have a significant positive effect on brand trust, celebrity endorsers have a significant positive effect on brand attitudes, celebrity endorsers have a significant positive effect on brand awareness, brand trust has a positive effect on purchases intention, brand attitude has a positive effect on purchase intention, brand awareness does not have a significant impact on purchase intention, brand attitude functions as a mediator to connect the influence of celebrity endorsers on purchase intention, brand awareness does not act as a mediator in connecting the influence of celebrity endorsers on purchase intention, and brand trust functions as a mediator to link the influence of celebrity endorsers on purchase intentions.]]>
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