The Role of Brand Image Mediated The Effect of Celebrity Endorser’sCredibility on Purchase Decisions for Vivo Smartphone in Denpasar

ABSTRACT:Purchase decision is the final act of individuals and households buying goods or services forpersonal consumption. The Vivo smartphone is one of the smartphone brands that occupy the top 5 smartphonebrands in Indonesia based on its share of the market. Increasingly tighter competition makes Vivo smartphonescontinue to innovate and carry out promotions, one of which is using an advertisement with the support ofcelebrity endorsers. Celebrity endorser support is a creative way to attract consumer attention and a formula tobuild a company’s brand image and lead to consumer purchasing decisions. The purpose of this study was to seethe influence of brand image to mediate the influence of celebrity credibility in supporting purchasing decisions.The location of this research is in Denpasar City and the purchasing decision of Vivo smartphone consumers inDenpasar is the object of research. The number of samples in this study was 120 respondents who had used andpurchased a Vivo smartphone, using the non-probability sampling method, namely purposive sampling. Thedata was collected through a questionnaire using a google form. The data analysis technique used is pathanalysis. The results of hypothesis testing show that the credibility of celebrity endorsers has a positive andsignificant effect on purchasing decisions and brand image can significantly mediate the credibility of celebrityendorsers on purchasing decisions for Vivo smartphones in Denpasar City.

Keywords:Celebrity Endorser’s Credibility, Brand Image, Purchase Decisions.