The Impact of Celebrity Endorser and Electronic Word of Mouth on Purchase Decision Through Brand Trust as an Intervening Variable (Study on Sajadah_shop Consumer in Tasikmalaya City)

Marketing is rapidly evolving thanks to social media as its primary tool. Initially intended for social interaction, it is now effective in marketing at low costs. The support of social media features facilitates two-way communication between sellers and buyers. The COVID-19 pandemic has accelerated online purchases, with celebrity endorsers and e-WOM playing crucial roles. Instagram, with 2 billion active users, is particularly favored by young consumers. Brand trust also influences purchasing decisions. Sajadah_Shop faces sales fluctuations, highlighting the importance of celebrity endorsers, eWOM, and brand trust. This explanatory research analyzes the relationship between Celebrity Endorsers and e-WOM towards the Purchase Decision of Shopee fashion products. With a sample of 97 respondents, Non-Probability Sampling accidental method was utilized. Quantitative data was analyzed using Partial Least Square (PLS) Structural Equation Modeling (SEM). The results of this research indicate that the quality of celebrity endorsers and e-WOM positively impacts purchase decisions and brand trust. Companies are advised to focus on developing product and service quality and pay attention to celebrities with high engagement rates that align with the target market. Companies should also enhance product and service quality to garner better reviews