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Abstract

The use of South Korean products in Indonesia is growing so fast. Recently, the number of stores selling Korean products in Bali has increased. Balikita Store is a company engaged in trading or the first grocery store that sells a very complete variety of Korean products. The increase in purchase intent needs to be considered by Toko Balikita. One way to increase sales is with Celebrity endorsements. The purpose of conducting research is useful in exposing brand image to mediate the influence of celebrity endorsement on consumer purchase intentions at Balikita Store. This research has been carried out to people who will buy who know and have never purchased Balikita Store products with a sample of 110 respondents. Data collection through an online survey with a questionnaire tool in the form of a google form in February 2023 and analysis with path analysis and sobel tests amazed the SPSS program. Toko Balikita's brand image has a positive and significant effect mediating celebrity endorsements of consumers' purchase intentions. The implication of this study is that Toko Balikita needs to pay better attention to the celebrity endorsement aspect of purchase intent. In addition, increasing celebrity endorsement can be done by using celebrities who are very famous in the minds of potential customers so as to produce strong customer value. Keywords: celebrity endorsement, brand image, purchase intention.