The Influence of Product Quality and Celebrity Endorsements On Brand Image on Purchasing Decisions for Yuna Wholesale Products in Samarinda City

ABSTRACT : This study aims to analyse the effect of product quality and celebrity endorsement on purchasing decisions, directly or indirectly through brand image as an intervening variable, on Yuna Wholesale products in Samarinda City. The research method used is quantitative, with a sample of 100 respondents who are Yuna Wholesale consumers. The data analysis technique used is Structural Equation Modelling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 4.0 software. The results showed that product quality has a positive and significant effect on brand image, celebrity endorsement has a positive and significant effect on brand image, product quality has a positive and significant effect on purchasing decisions, celebrity endorsement has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect in mediating the effect of product quality on purchasing decisions, and brand image has no significant effect in mediating celebrity endorsement on purchasing decisions for Yuna Wholesale.