Exploring the Effectiveness of Athlete Endorsements on Brand Trust and Purchase Intention: A Structural Equation Modeling Approach

Alroy Mascarenhas; Anson Albuquerque; Sachin Parsekar; Moses Fernandes

Keywords:

Abstract

Athlete endorsements are widely used to shape consumer responses, yet how endorsement cues translate into Purchase Intention remains underexplored in integrated models. This study tests the effects of Endorser Credibility, Endorser–Product Fit, Emotional Appeal, and Social Influence on Purchase Intention, with Brand Trust as a mediator. Data were collected through an online survey of 610 respondents in Goa with prior exposure to athlete-endorsed advertising. The model was analysed using PLS-SEM (SmartPLS) with bootstrapping to estimate direct and indirect effects. Emotional Appeal, Endorser Credibility, and Endorser–Product Fit show significant direct effects on Purchase Intention and significant indirect effects via Brand Trust. Social Influence shows a small direct effect on Purchase Intention, but its indirect effect via Brand Trust is not significant. Measurement invariance (MICOM) confirms full invariance across gender, supporting multi-group comparisons. MGA indicates that the effects of Emotional Appeal, Endorser Credibility, and Social Influence on Purchase Intention differ significantly between male and female respondents. IPMA identifies Brand Trust as the most important driver of Purchase Intention but with only moderate performance, indicating that trust-building should be a strategic priority. Overall, the findings suggest that Brand Trust and Emotional Appeal are central mechanisms linking athlete endorsements to Purchase Intention, whereas Social Influence alone has limited capacity to generate trust-based buying motivation in this context.
References
1. Abd Al-Aziz, A. M., & Metawie, M. (2022). The role of emotions and social influence on consumer purchase intention towards online retailers. International Journal of Science and Management Studies, 5(3). https://doi.org/10.51386/25815946/ijsms-v5i3p128
2. Afifah, I. F. (2022). Expertise, trustworthiness, similarity, familiarity, likeability, product-match up of celebrity endorsement to purchase intention. Journal of Communication and Public Relations, 30(6), 1–15. https://doi.org/10.37535/105001220223
3. Ahmad, S., Mohamad, W., Bin, A., & Afthanorhan, W. (2014). The importance-performance matrix analysis in partial least square structural equation modeling (pls-sem) with smartpls 2.0 m3. Journal of Mathematics Research, 3(1), 1–14.
4. Azizah, G., & Faisol, F. (2024). The Mediation Role of Brand Trust on Repurchase Intention: The Influence of Brand Image and Celebrity Endorsers. Jurnal Ekonomi, Bisnis Dan Entrepreneurship, 18(2), 348–363. https://doi.org/10.55208/0vpb7b59
5. Bentler, P. M., & Bonett, D. C. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588–606. https://doi.org/10.1037/0033-2909.88.3.588
6. Bogoevska-Gavrilova, I., & Ciunova-Shuleska, A. (2024). Decoding Source Credibility: How it Influences Trust in Informative Brand-Related Content and Customer Purchase Intentions. Economic and Business Trends Shaping the Future, 6(2), 31–42. https://doi.org/10.47063/ebtsf.2024.0002
7. Chiu, W.-S., Wen, Y.-C., & Lin, K.-W. (2019). The influence of the NBA star endorsers’ credibility and brand image on purchase intention: A case study of Taiwanese American player Jeremy Lin. European Journal of Management, 0(0). https://doi.org/10.46827/EJMMS.V0I0.623
8. Cintya, K., Dewi, T., Gst, I., Jaya, N., & Widagda, A. (2024). Peran Brand Trust Memediasi Pengaruh Celebrity Endorse terhadap Purchase Intention Produk Sabun Pembersih Wajah Biore di Kota Denpasar. AL-KHARAJ. https://doi.org/10.47467/alkharaj.v6i8.3525
9. Damayanti, D. A., & Wahyudi, H. D. (2022). Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude. Jurnal Nusantara Aplikasi Manajemen Bisnis, 7(2). https://doi.org/10.29407/nusamba.v7i2.17710
10. Dhurup, M. (2014). Sport fans and athlete celebrity endorsers: Relationships between celebrity familiarity and endorser-brand fit with brand attitude and brand purchase intentions. African Journal for Physical, Health Education, Recreation and Dance, 20(4:2), 1579–1594.
11. Dhurup, M., & Mafini, C. (2015). Finding empirical synergy between athlete-endorser brand-fit, brand association and brand purchase intentions. African Journal for Physical, Health Education, Recreation and Dance, 21(1:1), 147–163. https://hdl.handle.net/10520/EJC172416
12. Febrina, I. S., & Sjabadhyni, B. (2018). The comparison of endorser credibility and corporate credibility toward consumers' purchase intention of airlines ticket. Proceedings of UIPSUR, https://doi.org/10.2991/UIPSUR-17.2018.24
13. Fianto, A. Y. A., Widyantara, H., & Baskara, D. B. (2022). Analisis Mediasi Brand Awareness dan Brand Trust dalam Hubungan Emotional Marketing dengan Purchase Intention. JMK (Jurnal Manajemen Dan Kewirausahaan), 7(2), 47. https://doi.org/10.32503/jmk.v7i2.2348
14. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
15. Frmansah, F., & Komalasari, D. (2024). Celebrity endorsements, E-WOM, and promotions significantly boost youth purchase interest in Indonesia. Indonesian Journal of Law and Economics Review, 7(2), 33–42. https://doi.org/10.21070/ijler.v19i3.1137
16. Ge, K. (2025). Research on the impact of emotional interaction on consumer purchase intention in social commerce. International Journal of Sociologies and Anthropologies Science Reviews, 7(1), 44–53. https://doi.org/10.60027/ijsasr.2025.5193
17. Giri, R. R. W., & Alfaruqi, F. F. (2023). The Effect Of Endorser Credibility On Purchase Intention Mediated By Brand Attitude And Brand Credibility On Online Travel Agent Traveloka. Jurnal Manajemen Indonesia. https://doi.org/10.25124/jmi.v23i2.4295
18. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021a). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
19. Hair, J. F., Risher, J. J., Sarstedt, M. & Ringle, C. M. (2019c). When to use and how to report the results of PLS-SEM. European Business Review, 31 (1), 2—24.
20. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019a). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
21. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019b). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
22. Harish, M., & Ikhwan, S. A. (2024). Identifying the Role of Endorser Credibility and Advertise Effectiveness to Develop a Model of Purchase Intention. International Journal of Economics and Business Issues, 3(1). https://doi.org/10.59092/ijebi.vol3.iss1.40
23. Henni, C. N., & Sondari, M. C. (2024). Pengaruh Emotional Marketing pada Iklan Online terhadap Purchase Intention melalui Brand Awareness (Studi Kasus: Marketplace Shopee Indonesia). Akademik: Jurnal Mahasiswa Ekonomi Dan Bisnis, 4(3), 1537–1552. https://doi.org/10.37481/jmeb.v4i3.958
24. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015a). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
25. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015b). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8
26. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), New challenges to international marketing , 20, 277–319. Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
27. Herawati, D. M., & Imronudin, I. (2024). Pengaruh Social E-Wom Dan Price Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi. VALUE. https://doi.org/10.36490/value.v4i2.1014
28. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650. https://doi.org/10.1086/266350
29. Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
30. Hwang, I.-S. (2011). Investigation of the relationship between endorser fit and advertising effectiveness in print advertising. Journal of the Korean Operations Research and Management Science Society, 36(1), 15–29.
31. N. Inzaghi and D. W. Sukmaningsih, "Factors Affecting Purchase Intention In Social Commerce," 2022 5th International Seminar on Research of Information Technology and Intelligent Systems (ISRITI), Yogyakarta, Indonesia, 2022, pp. 434-439, doi: 10.1109/ISRITI56927.2022.10052827.
32. Iqbal, A., Ramish, M. S., Shoaib, S., & Ahmad, W. (2024). From Influence to Purchase: Unraveling the Impact of Influencer Credibility, Brand-Involvement and Influencer Professionalism on Perceived Quality and Trust-Driven Purchase intention. Research Journal for Societal Issues, 6(2), 55–69. https://doi.org/10.56976/rjsi.v6i2.265
33. Jamaludin, J., & Sugiyanto, L. B. (2024). The Effect of Service Quality and Endorser Credibility on Purchase Decision Mediated By Brand Image. Return, 3(8). https://doi.org/10.57096/return.v3i8.275
34. Jia, W., Fu, L., & Dai, Y. (2023). Increasing Trust in Influencer Marketing: The Effects of Sponsorship Disclosure and Endorser Type. Journal of Promotion Management, 30(1). https://doi.org/10.1080/10496491.2023.2289925
35. Kang, J. H., & Jin, B. (2015). Positive consumption emotion to purchase intention: Cross-cultural evidence from China and India. In R. Takahashi, R. M. J. Côté, & R. A. Brown (Eds.), Encyclopedia of Information Science and Technology (3rd ed., pp. 2672–2679). Springer. https://doi.org/10.1007/978-3-319-10912-1_210
36. Kharisma, F., & Kurniawati, M. (2021). Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention. Jurnal Ilmu Manajemen, 9(1), 10–18. https://doi.org/10.26740/JIM.V9N1.P10-18
37. Kim, H. K., Lee, K. Y., & Baek, W. (2020). Effect of Celebrity Athlete Endorsement on Sporting Goods Consumers’ Brand Passion and Loyalty. Social Behavior and Personality, 48(3). https://doi.org/10.2224/sbp.9117
38. Kock, N., & Lynn, G. (2012). Lateral Collinearity And Misleading Results In Variance-Based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7).
39. Kostić, S. (2024). Efikasnost emocionalnih apela u marketing kampanjama. Економист, 3(2), 45–54. https://doi.org/10.46793/ekonomist3.2.4k
40. Laulita, N. B., & Clorina, J. (2023). K-Beauty Craze in Indonesia: A Study of Consumer Purchase Intentions. https://doi.org/10.30630/jipb.v15i2.1146
41. Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523–538. https://doi.org/10.1123/JSM.2014-0195
42. Leong, X. J., Goh, Y. N., & Isa, S. M. (2015). Does Sports Athletes Credibility Affect Attitude toward Advertisement among Consumers in Penang, Malaysia. In Marketing at the Confluence between Entertainment and Analytics (pp. 875–878). Springer. https://doi.org/10.1007/978-3-319-10951-0_178
43. Mahbob, N. N., Bawazir, A. A., & Hasim, M. A. (2024). The Mediating Role of Trust in Shaping Consumer Purchase Intentions on TikTok Shop: Insights from Johor, Malaysia. International Journal of Academic Research in Business & Social Sciences, 14(9), 72–85. https://doi.org/10.6007/ijarbss/v14-i9/22808
44. Majeed, M. (2021). Selection of celebrity endorser and purchase intention: A new model. International Journal of Management and Leadership, 4(11), 88–97. https://doi.org/10.35940/IJML.B2024.041121
45. McKinney, M. E., & Benson, A. M. (2013). The value of brand trust. Journal of Brand Strategy, 2(4), 310–322.
46. Mistry, T., Dange, P., & Kumar, C. (2024). New product advertising: Analysing the impact of functional, emotional and rational brand post on purchase intention. In Advertising and Branding in the Digital Age (pp. 265–280). CRC Press. https://doi.org/10.1201/9781003587200-32
47. Muralidharan, S. (2012). The impact of celebrity endorser type and source credibility on the advertising attitudes and purchase intentions of Indian rural consumers. Asian Journal of Business Research, 2(2).
48. Nauman Abbasi, M., Ramzan Sheikh, M., Saeed, R., & Imdadullah, M. (2014). Impact of Emotional Appeals on Youth Purchasing Behavior: Evidence from Pakistan. Pakistan Journal of Social Sciences (PJSS), 34(2).
49. Nichols, E., & Shapiro, S. (2023). The Impact of Authenticity on Celebrity Athlete Social Media Endorsement Messaging. Sport Marketing Quarterly, 32(3). https://doi.org/10.32731/smq.323.092023.01
50. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
51. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405
52. Patton, M. Q. (2002). Two decades of developments in qualitative inquiry: A personal, experiential perspective. Qualitative Social Work, 1(3), 261–283.
53. Pikas, B., Schied, R., & Pikas, A. (2012). Assessing the Qualities of Athlete Endorsers: A Study of Consumer Preferences. Journal of Marketing Development and Competitiveness, 6(3), 48–60.
54. Pol, N., Kazim, S., Reddi Swaroop, K., Bhakat, R. S., Gade, S., & Mukthar, K. P. J. (2024). Emotional Appeal in Television Advertising and Its Impact on Buying Behaviour (pp. 425–440). Springer International Publishing. https://doi.org/10.1007/978-3-031-36895-0_34
55. Pornpitakpan, C. (2004). The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention: The Case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55–74. https://doi.org/10.1300/J046v16n02_04
56. Purwianti, L., Nurjanah, L., Katherine, K., & Chen, R. (2024). The Impact of TAM, Social Influence, and Information Quality on Purchase Intention in E-commerce. Jurnal Organisasi Dan Manajemen, 20(2), 187–206. https://doi.org/10.33830/jom.v20i2.9123.2024
57. Rafael, J. N., Riorini, S. V., & Togatorop, Y. T. S. M. (2023). The effect of celebrity endorser on purchase intention of cosmetic product among millennial generation consumers. Jurnal Multidisiplin Indonesia, 2(1), 44–52. https://doi.org/10.58344/jmi.v2i2.170
58. Randers, M., Correia, R., Venciūtė, D., & Wängler, B. (2023). Trust in Influencer Marketing. In Advances in Marketing, Customer Relationship Management, and E-Services (pp. 1–15). IGI Global. https://doi.org/10.4018/978-1-6684-8351-0.ch001
59. Ringle, C. M., Wende, S., & Becker, J. M. (2022). SmartPLS 3. Oststeinbek: SmartPLS GmbH. https://www.smartpls.com/. Accessed on May 21, 2025.
60. Riskhi, A. N. M., Munandar, J. M., & Najib, M. (2018). Pengaruh kredibilitas endorser terhadap minat beli dengan tiga tipe konsumen pada industri busana muslimah. MIX: Jurnal Ilmiah Manajemen, 8(3). https://doi.org/10.22441/MIX.2018.V8I3.008
61. Rizki, I., & Sukaris, S. (2025). The influence of celebrity endorsement, brand image and online customer reviews on purchasing decisions for Erigo products online (Study on all Erigo product users in Indonesia). Management Studies and Entrepreneurship Journal, 6(1), 22–30. https://doi.org/10.37385/msej.v6i1.6959
62. Roostika, R. (2022). The role of celebrity endorser toward brand attitude and purchase intention. International Journal of Research in Business and Social Science, 10(8). https://doi.org/10.20525/ijrbs.v10i8.1489
63. Rosário, J. F. do, Severino, F., Nunes, S., Santos, Z. R., Costa, T., & Calisto, M. (2024). An importance–performance analysis approach to a tourism destination: the case of lisbon metropolitan area, portugal. International Conference on Tourism Research. https://doi.org/10.34190/ictr.7.1.2098
64. Santoso, C. W., & Immanuel, D. M. (2022). Pengaruh celebrity endorser terhadap purchase intention pada iklan produk makanan. Jurnal Performa : Jurnal Manajemen Dan Start-up Bisnis, 6(6), 494–504. https://doi.org/10.37715/jp.v6i5.2146
65. Setiana, G. A., & Ariyanti, M. (2023). Kredibilitas Endorser dan Merek terhadap Minat Beli dengan Sikap terhadap Merek dan Kredibilitas Merek sebagai Intervening pada Produk Lemonilo. Budgeting, 6(4), 22–33.
66. Andharini, S. N., & Satiti, N. R. (2022). The Influence of Celebrity Endorsers on Purchasing Intention through the Shopee Application with Brand Trust as Mediation Variable. 2(03), 235–244. https://doi.org/10.22219/jamanika.v2i03.22742
67. Shmueli, G., Ray, S., Estrada, J. M. V., & Chatla, S. B. (2016). The elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10),4552-4564.
68. Shmueli, G., Sarstedt, M. , Hair, J. F. , Cheah, J. H. , Ting, H., Vaithilingam, S., et al.(2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322—2347.
69. Shuart, J. (2007). Endorser Source Credibility: Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix. Sport Marketing Quarterly, 16(1), 34–42.
70. Singh Rai, J., Yousaf, A., Itani, M. N., & Hossain, M. I. (2021). Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer. Sport, Business and Management, 11(1), 112–132. https://doi.org/10.1108/SBM-06-2020-0062
71. Siwantara, I. W., Sumetri, N. W., & Sarjana, I. M. (2023). Does celebrity endorser effect purchase intention? International Journal of Business Management and Economic Review, 06(02), 156–163. https://doi.org/10.35409/ijbmer.2023.3481
72. Subasinghe, N. M., & Weerasiri, R. A. S. (2024). The Impact of Advertising Appeal on Real Estate Purchase Intention. International Journal of Customer Relationship Marketing and Management, 15(1), 1–16. https://doi.org/10.4018/ijcrmm.361974
73. Sulistyandari, M., & Ramadhan, A. (2021). Analisis intensi menabung pada bank syariah dengan importance-performance matrix analysis (ipma). Jurnal Tabarru': Islamic Banking and Finance, 4(1), 209–218. https://doi.org/10.25299/JTB.2021.VOL4(1).6795
74. Sun, W., Yang, J., & Ji, L. (2015). Meta-analysis of Role Model of Sports Celebrity Endorsers on Advertising Effect. Journal of Beijing Sport University, 38(2), 67–74.
75. Tanjung, R. H., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. Manajemen, Bisnis & Akuntansi: Jurnal Ilmiah Manajemen, Bisnis & Akuntansi, 22(1), 88–102. https://doi.org/10.33557/mbia.v22i1.2144
76. Terason, S. (2014). Athlete endorser-brand relatedness and perception of source credibility as in schema theory. The Kasetsart Journal: Social Sciences, 35(1), 22–30.
77. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613
78. Ting, S. H., Yahya, S., & Tan, C. L. (2020). Importance-Performance Matrix Analysis of the Researcher’s Competence in the Formation of University-Industry Collaboration Using Smart PLS. Public Organization Review, 20(2), 249–275. https://doi.org/10.1007/S11115-018-00435-Z
79. Törn, F. (2012). Revisiting the match-up hypothesis: Effects of brand-incongruent celebrity endorsements. Journal of Current Issues and Research in Advertising, 33(1), 20–36. https://doi.org/10.1080/10641734.2012.675557
80. Trissetianto, A. C., & Wibowo, M. W. (2024). The Influence of Celebrity Endorser Credibility on Purchase Intention Mediated By Brand Love and BGBC. International Journal of Multidisciplinary Research and Analysis, 7(2). https://doi.org/10.47191/ijmra/v7-i02-19
81. Tzoumaka, E., Tsiotsou, R. H., & Siomkos, G. J. (2016). Delineating the role of endorser’s perceived qualities and consumer characteristics on celebrity endorsement effectiveness. Journal of Marketing Communications, 22(3), 307–326. https://doi.org/10.1080/13527266.2014.894931
82. Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.
83. Vrtana, D., & Krizanova, A. (2023). The power of emotional advertising appeals: Examining their influence on consumer purchasing behavior and brand–customer relationship. Sustainability, 15(18), 13337. https://doi.org/10.3390/su151813337
84. Wang, Z. (2022). The impact of positive emotional appeals on the green purchase behavior. Frontiers in Psychology, 13, Article 716027. https://doi.org/10.3389/fpsyg.2022.716027
85. Willig, C. (2001). Qualitative research in psychology: A practical guide to theory and method. Buckingham: OUP.
86. Zhang, Z., & Luo, Y. (2018). Study on influence of emotional marketing on consumers' purchase intention. Journal of Service Science and Management, 11(3), 238–247.
87. Zhao, Y. (2024). How do positive emotions influence online purchasing decisions? Interdisciplinary Humanities and Communication Studies, 4(1), 16–23. https://doi.org/10.61173/dargjc40

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Mascarenhas, A., Albuquerque, A., Parsekar, S., & Fernandes, M. (2026). Exploring the Effectiveness of Athlete Endorsements on Brand Trust and Purchase Intention: A Structural Equation Modeling Approach. Multidisciplinary Reviews, (| Accepted Articles). Retrieved from https://malque.pub/ojs/index.php/mr/article/view/16544

[1] Abd Al-Aziz, A. M., & Metawie, M. (2022). The role of emotions and social influence on consumer purchase intention towards online retailers. International Journal of Science and Management Studies, 5(3). https://doi.org/10.51386/25815946/ijsms-v5i3p128

[2] Afifah, I. F. (2022). Expertise, trustworthiness, similarity, familiarity, likeability, product-match up of celebrity endorsement to purchase intention. Journal of Communication and Public Relations, 30(6), 1–15. https://doi.org/10.37535/105001220223

[3] Ahmad, S., Mohamad, W., Bin, A., & Afthanorhan, W. (2014). The importance-performance matrix analysis in partial least square structural equation modeling (pls-sem) with smartpls 2.0 m3. Journal of Mathematics Research, 3(1), 1–14.

[4] Azizah, G., & Faisol, F. (2024). The Mediation Role of Brand Trust on Repurchase Intention: The Influence of Brand Image and Celebrity Endorsers. Jurnal Ekonomi, Bisnis Dan Entrepreneurship, 18(2), 348–363. https://doi.org/10.55208/0vpb7b59

[5] Bentler, P. M., & Bonett, D. C. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588–606. https://doi.org/10.1037/0033-2909.88.3.588

[6] Bogoevska-Gavrilova, I., & Ciunova-Shuleska, A. (2024). Decoding Source Credibility: How it Influences Trust in Informative Brand-Related Content and Customer Purchase Intentions. Economic and Business Trends Shaping the Future, 6(2), 31–42. https://doi.org/10.47063/ebtsf.2024.0002

[7] Chiu, W.-S., Wen, Y.-C., & Lin, K.-W. (2019). The influence of the NBA star endorsers’ credibility and brand image on purchase intention: A case study of Taiwanese American player Jeremy Lin. European Journal of Management, 0(0). https://doi.org/10.46827/EJMMS.V0I0.623

[8] Cintya, K., Dewi, T., Gst, I., Jaya, N., & Widagda, A. (2024). Peran Brand Trust Memediasi Pengaruh Celebrity Endorse terhadap Purchase Intention Produk Sabun Pembersih Wajah Biore di Kota Denpasar. AL-KHARAJ. https://doi.org/10.47467/alkharaj.v6i8.3525

[9] Damayanti, D. A., & Wahyudi, H. D. (2022). Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude. Jurnal Nusantara Aplikasi Manajemen Bisnis, 7(2). https://doi.org/10.29407/nusamba.v7i2.17710

[10] Dhurup, M. (2014). Sport fans and athlete celebrity endorsers: Relationships between celebrity familiarity and endorser-brand fit with brand attitude and brand purchase intentions. African Journal for Physical, Health Education, Recreation and Dance, 20(4:2), 1579–1594.

[11] Dhurup, M., & Mafini, C. (2015). Finding empirical synergy between athlete-endorser brand-fit, brand association and brand purchase intentions. African Journal for Physical, Health Education, Recreation and Dance, 21(1:1), 147–163. https://hdl.handle.net/10520/EJC172416

[12] Febrina, I. S., & Sjabadhyni, B. (2018). The comparison of endorser credibility and corporate credibility toward consumers' purchase intention of airlines ticket. Proceedings of UIPSUR, https://doi.org/10.2991/UIPSUR-17.2018.24

[13] Fianto, A. Y. A., Widyantara, H., & Baskara, D. B. (2022). Analisis Mediasi Brand Awareness dan Brand Trust dalam Hubungan Emotional Marketing dengan Purchase Intention. JMK (Jurnal Manajemen Dan Kewirausahaan), 7(2), 47. https://doi.org/10.32503/jmk.v7i2.2348

[14] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.

[15] Frmansah, F., & Komalasari, D. (2024). Celebrity endorsements, E-WOM, and promotions significantly boost youth purchase interest in Indonesia. Indonesian Journal of Law and Economics Review, 7(2), 33–42. https://doi.org/10.21070/ijler.v19i3.1137

[16] Ge, K. (2025). Research on the impact of emotional interaction on consumer purchase intention in social commerce. International Journal of Sociologies and Anthropologies Science Reviews, 7(1), 44–53. https://doi.org/10.60027/ijsasr.2025.5193

[17] Giri, R. R. W., & Alfaruqi, F. F. (2023). The Effect Of Endorser Credibility On Purchase Intention Mediated By Brand Attitude And Brand Credibility On Online Travel Agent Traveloka. Jurnal Manajemen Indonesia. https://doi.org/10.25124/jmi.v23i2.4295

[18] Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021a). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.

[19] Hair, J. F., Risher, J. J., Sarstedt, M. & Ringle, C. M. (2019c). When to use and how to report the results of PLS-SEM. European Business Review, 31 (1), 2—24.

[20] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019a). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.

[21] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019b). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.

[22] Harish, M., & Ikhwan, S. A. (2024). Identifying the Role of Endorser Credibility and Advertise Effectiveness to Develop a Model of Purchase Intention. International Journal of Economics and Business Issues, 3(1). https://doi.org/10.59092/ijebi.vol3.iss1.40

[23] Henni, C. N., & Sondari, M. C. (2024). Pengaruh Emotional Marketing pada Iklan Online terhadap Purchase Intention melalui Brand Awareness (Studi Kasus: Marketplace Shopee Indonesia). Akademik: Jurnal Mahasiswa Ekonomi Dan Bisnis, 4(3), 1537–1552. https://doi.org/10.37481/jmeb.v4i3.958

[24] Henseler, J., Ringle, C. M., & Sarstedt, M. (2015a). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8

[25] Henseler, J., Ringle, C. M., & Sarstedt, M. (2015b). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135. https://doi.org/10.1007/s11747-014-0403-8

[26] Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), New challenges to international marketing , 20, 277–319. Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014

[27] Herawati, D. M., & Imronudin, I. (2024). Pengaruh Social E-Wom Dan Price Terhadap Purchase Intention Dengan Brand Trust Sebagai Variabel Mediasi. VALUE. https://doi.org/10.36490/value.v4i2.1014

[28] Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650. https://doi.org/10.1086/266350

[29] Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118

[30] Hwang, I.-S. (2011). Investigation of the relationship between endorser fit and advertising effectiveness in print advertising. Journal of the Korean Operations Research and Management Science Society, 36(1), 15–29.

[31] N. Inzaghi and D. W. Sukmaningsih, "Factors Affecting Purchase Intention In Social Commerce," 2022 5th International Seminar on Research of Information Technology and Intelligent Systems (ISRITI), Yogyakarta, Indonesia, 2022, pp. 434-439, doi: 10.1109/ISRITI56927.2022.10052827.

[32] Iqbal, A., Ramish, M. S., Shoaib, S., & Ahmad, W. (2024). From Influence to Purchase: Unraveling the Impact of Influencer Credibility, Brand-Involvement and Influencer Professionalism on Perceived Quality and Trust-Driven Purchase intention. Research Journal for Societal Issues, 6(2), 55–69. https://doi.org/10.56976/rjsi.v6i2.265

[33] Jamaludin, J., & Sugiyanto, L. B. (2024). The Effect of Service Quality and Endorser Credibility on Purchase Decision Mediated By Brand Image. Return, 3(8). https://doi.org/10.57096/return.v3i8.275

[34] Jia, W., Fu, L., & Dai, Y. (2023). Increasing Trust in Influencer Marketing: The Effects of Sponsorship Disclosure and Endorser Type. Journal of Promotion Management, 30(1). https://doi.org/10.1080/10496491.2023.2289925

[35] Kang, J. H., & Jin, B. (2015). Positive consumption emotion to purchase intention: Cross-cultural evidence from China and India. In R. Takahashi, R. M. J. Côté, & R. A. Brown (Eds.), Encyclopedia of Information Science and Technology (3rd ed., pp. 2672–2679). Springer. https://doi.org/10.1007/978-3-319-10912-1_210

[36] Kharisma, F., & Kurniawati, M. (2021). Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention. Jurnal Ilmu Manajemen, 9(1), 10–18. https://doi.org/10.26740/JIM.V9N1.P10-18

[37] Kim, H. K., Lee, K. Y., & Baek, W. (2020). Effect of Celebrity Athlete Endorsement on Sporting Goods Consumers’ Brand Passion and Loyalty. Social Behavior and Personality, 48(3). https://doi.org/10.2224/sbp.9117

[38] Kock, N., & Lynn, G. (2012). Lateral Collinearity And Misleading Results In Variance-Based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7).

[39] Kostić, S. (2024). Efikasnost emocionalnih apela u marketing kampanjama. Економист, 3(2), 45–54. https://doi.org/10.46793/ekonomist3.2.4k

[40] Laulita, N. B., & Clorina, J. (2023). K-Beauty Craze in Indonesia: A Study of Consumer Purchase Intentions. https://doi.org/10.30630/jipb.v15i2.1146

[41] Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523–538. https://doi.org/10.1123/JSM.2014-0195

[42] Leong, X. J., Goh, Y. N., & Isa, S. M. (2015). Does Sports Athletes Credibility Affect Attitude toward Advertisement among Consumers in Penang, Malaysia. In Marketing at the Confluence between Entertainment and Analytics (pp. 875–878). Springer. https://doi.org/10.1007/978-3-319-10951-0_178

[43] Mahbob, N. N., Bawazir, A. A., & Hasim, M. A. (2024). The Mediating Role of Trust in Shaping Consumer Purchase Intentions on TikTok Shop: Insights from Johor, Malaysia. International Journal of Academic Research in Business & Social Sciences, 14(9), 72–85. https://doi.org/10.6007/ijarbss/v14-i9/22808

[44] Majeed, M. (2021). Selection of celebrity endorser and purchase intention: A new model. International Journal of Management and Leadership, 4(11), 88–97. https://doi.org/10.35940/IJML.B2024.041121

[45] McKinney, M. E., & Benson, A. M. (2013). The value of brand trust. Journal of Brand Strategy, 2(4), 310–322.

[46] Mistry, T., Dange, P., & Kumar, C. (2024). New product advertising: Analysing the impact of functional, emotional and rational brand post on purchase intention. In Advertising and Branding in the Digital Age (pp. 265–280). CRC Press. https://doi.org/10.1201/9781003587200-32

[47] Muralidharan, S. (2012). The impact of celebrity endorser type and source credibility on the advertising attitudes and purchase intentions of Indian rural consumers. Asian Journal of Business Research, 2(2).

[48] Nauman Abbasi, M., Ramzan Sheikh, M., Saeed, R., & Imdadullah, M. (2014). Impact of Emotional Appeals on Youth Purchasing Behavior: Evidence from Pakistan. Pakistan Journal of Social Sciences (PJSS), 34(2).

[49] Nichols, E., & Shapiro, S. (2023). The Impact of Authenticity on Celebrity Athlete Social Media Endorsement Messaging. Sport Marketing Quarterly, 32(3). https://doi.org/10.32731/smq.323.092023.01

[50] Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

[51] Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.1177/002224378001700405

[52] Patton, M. Q. (2002). Two decades of developments in qualitative inquiry: A personal, experiential perspective. Qualitative Social Work, 1(3), 261–283.

[53] Pikas, B., Schied, R., & Pikas, A. (2012). Assessing the Qualities of Athlete Endorsers: A Study of Consumer Preferences. Journal of Marketing Development and Competitiveness, 6(3), 48–60.

[54] Pol, N., Kazim, S., Reddi Swaroop, K., Bhakat, R. S., Gade, S., & Mukthar, K. P. J. (2024). Emotional Appeal in Television Advertising and Its Impact on Buying Behaviour (pp. 425–440). Springer International Publishing. https://doi.org/10.1007/978-3-031-36895-0_34

[55] Pornpitakpan, C. (2004). The Effect of Celebrity Endorsers' Perceived Credibility on Product Purchase Intention: The Case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55–74. https://doi.org/10.1300/J046v16n02_04

[56] Purwianti, L., Nurjanah, L., Katherine, K., & Chen, R. (2024). The Impact of TAM, Social Influence, and Information Quality on Purchase Intention in E-commerce. Jurnal Organisasi Dan Manajemen, 20(2), 187–206. https://doi.org/10.33830/jom.v20i2.9123.2024

[57] Rafael, J. N., Riorini, S. V., & Togatorop, Y. T. S. M. (2023). The effect of celebrity endorser on purchase intention of cosmetic product among millennial generation consumers. Jurnal Multidisiplin Indonesia, 2(1), 44–52. https://doi.org/10.58344/jmi.v2i2.170

[58] Randers, M., Correia, R., Venciūtė, D., & Wängler, B. (2023). Trust in Influencer Marketing. In Advances in Marketing, Customer Relationship Management, and E-Services (pp. 1–15). IGI Global. https://doi.org/10.4018/978-1-6684-8351-0.ch001

[59] Ringle, C. M., Wende, S., & Becker, J. M. (2022). SmartPLS 3. Oststeinbek: SmartPLS GmbH. https://www.smartpls.com/. Accessed on May 21, 2025.

[60] Riskhi, A. N. M., Munandar, J. M., & Najib, M. (2018). Pengaruh kredibilitas endorser terhadap minat beli dengan tiga tipe konsumen pada industri busana muslimah. MIX: Jurnal Ilmiah Manajemen, 8(3). https://doi.org/10.22441/MIX.2018.V8I3.008

[61] Rizki, I., & Sukaris, S. (2025). The influence of celebrity endorsement, brand image and online customer reviews on purchasing decisions for Erigo products online (Study on all Erigo product users in Indonesia). Management Studies and Entrepreneurship Journal, 6(1), 22–30. https://doi.org/10.37385/msej.v6i1.6959

[62] Roostika, R. (2022). The role of celebrity endorser toward brand attitude and purchase intention. International Journal of Research in Business and Social Science, 10(8). https://doi.org/10.20525/ijrbs.v10i8.1489

[63] Rosário, J. F. do, Severino, F., Nunes, S., Santos, Z. R., Costa, T., & Calisto, M. (2024). An importance–performance analysis approach to a tourism destination: the case of lisbon metropolitan area, portugal. International Conference on Tourism Research. https://doi.org/10.34190/ictr.7.1.2098

[64] Santoso, C. W., & Immanuel, D. M. (2022). Pengaruh celebrity endorser terhadap purchase intention pada iklan produk makanan. Jurnal Performa : Jurnal Manajemen Dan Start-up Bisnis, 6(6), 494–504. https://doi.org/10.37715/jp.v6i5.2146

[65] Setiana, G. A., & Ariyanti, M. (2023). Kredibilitas Endorser dan Merek terhadap Minat Beli dengan Sikap terhadap Merek dan Kredibilitas Merek sebagai Intervening pada Produk Lemonilo. Budgeting, 6(4), 22–33.

[66] Andharini, S. N., & Satiti, N. R. (2022). The Influence of Celebrity Endorsers on Purchasing Intention through the Shopee Application with Brand Trust as Mediation Variable. 2(03), 235–244. https://doi.org/10.22219/jamanika.v2i03.22742

[67] Shmueli, G., Ray, S., Estrada, J. M. V., & Chatla, S. B. (2016). The elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10),4552-4564.

[68] Shmueli, G., Sarstedt, M. , Hair, J. F. , Cheah, J. H. , Ting, H., Vaithilingam, S., et al.(2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322—2347.

[69] Shuart, J. (2007). Endorser Source Credibility: Redefining Spokesperson Influence Through Development of the Celebrity-Hero Matrix. Sport Marketing Quarterly, 16(1), 34–42.

[70] Singh Rai, J., Yousaf, A., Itani, M. N., & Hossain, M. I. (2021). Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer. Sport, Business and Management, 11(1), 112–132. https://doi.org/10.1108/SBM-06-2020-0062

[71] Siwantara, I. W., Sumetri, N. W., & Sarjana, I. M. (2023). Does celebrity endorser effect purchase intention? International Journal of Business Management and Economic Review, 06(02), 156–163. https://doi.org/10.35409/ijbmer.2023.3481

[72] Subasinghe, N. M., & Weerasiri, R. A. S. (2024). The Impact of Advertising Appeal on Real Estate Purchase Intention. International Journal of Customer Relationship Marketing and Management, 15(1), 1–16. https://doi.org/10.4018/ijcrmm.361974

[73] Sulistyandari, M., & Ramadhan, A. (2021). Analisis intensi menabung pada bank syariah dengan importance-performance matrix analysis (ipma). Jurnal Tabarru': Islamic Banking and Finance, 4(1), 209–218. https://doi.org/10.25299/JTB.2021.VOL4(1).6795

[74] Sun, W., Yang, J., & Ji, L. (2015). Meta-analysis of Role Model of Sports Celebrity Endorsers on Advertising Effect. Journal of Beijing Sport University, 38(2), 67–74.

[75] Tanjung, R. H., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. Manajemen, Bisnis & Akuntansi: Jurnal Ilmiah Manajemen, Bisnis & Akuntansi, 22(1), 88–102. https://doi.org/10.33557/mbia.v22i1.2144

[76] Terason, S. (2014). Athlete endorser-brand relatedness and perception of source credibility as in schema theory. The Kasetsart Journal: Social Sciences, 35(1), 22–30.

[77] Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613

[78] Ting, S. H., Yahya, S., & Tan, C. L. (2020). Importance-Performance Matrix Analysis of the Researcher’s Competence in the Formation of University-Industry Collaboration Using Smart PLS. Public Organization Review, 20(2), 249–275. https://doi.org/10.1007/S11115-018-00435-Z

[79] Törn, F. (2012). Revisiting the match-up hypothesis: Effects of brand-incongruent celebrity endorsements. Journal of Current Issues and Research in Advertising, 33(1), 20–36. https://doi.org/10.1080/10641734.2012.675557

[80] Trissetianto, A. C., & Wibowo, M. W. (2024). The Influence of Celebrity Endorser Credibility on Purchase Intention Mediated By Brand Love and BGBC. International Journal of Multidisciplinary Research and Analysis, 7(2). https://doi.org/10.47191/ijmra/v7-i02-19

[81] Tzoumaka, E., Tsiotsou, R. H., & Siomkos, G. J. (2016). Delineating the role of endorser’s perceived qualities and consumer characteristics on celebrity endorsement effectiveness. Journal of Marketing Communications, 22(3), 307–326. https://doi.org/10.1080/13527266.2014.894931

[82] Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478.

[83] Vrtana, D., & Krizanova, A. (2023). The power of emotional advertising appeals: Examining their influence on consumer purchasing behavior and brand–customer relationship. Sustainability, 15(18), 13337. https://doi.org/10.3390/su151813337

[84] Wang, Z. (2022). The impact of positive emotional appeals on the green purchase behavior. Frontiers in Psychology, 13, Article 716027. https://doi.org/10.3389/fpsyg.2022.716027

[85] Willig, C. (2001). Qualitative research in psychology: A practical guide to theory and method. Buckingham: OUP.

[86] Zhang, Z., & Luo, Y. (2018). Study on influence of emotional marketing on consumers' purchase intention. Journal of Service Science and Management, 11(3), 238–247.

[87] Zhao, Y. (2024). How do positive emotions influence online purchasing decisions? Interdisciplinary Humanities and Communication Studies, 4(1), 16–23. https://doi.org/10.61173/dargjc40

Abstract

References

How to cite