<![CDATA[Abstract. The development of the beauty industry, especially skincare, in Indonesia is increasingly competitive, prompting companies to implement creative marketing communication strategies, one of which is through the use of celebrity endorsers to strengthen brand personality. Skintific as a newcomer brand has succeeded in dominating the market by utilizing public figures in building a modern and credible brand image. This study aims to analyze the influence of celebrity endorsers including credibility, attractiveness, and suitability for Skintific's brand personality. The research uses a quantitative approach with an explanatory method. The population is Skintific Indonesia's Instagram followers, with a sample of 96 respondents selected through purposive sampling based on product use experience and advertising exposure. Data was collected through a Likert scale questionnaire and analyzed using simple linear regression and t-test with SPSS. The results of the study showed that celebrity endorsers had a positive and significant effect on brand personality. Partially, credibility and attractiveness have a significant effect because consumers transfer positive perceptions of public figures to brands, while suitability has no significant effect. This study confirms that celebrity endorser is an effective strategy in building brand identity and creating emotional attachment for consumers in the digital era. Abstrak. Perkembangan industri kecantikan, khususnya skincare, di Indonesia semakin kompetitif sehingga mendorong perusahaan menerapkan strategi komunikasi pemasaran yang kreatif, salah satunya melalui penggunaan celebrity endorser untuk memperkuat brand personality. Skintific sebagai merek pendatang baru berhasil mendominasi pasar dengan memanfaatkan figur publik dalam membangun citra merek yang modern dan kredibel. Penelitian ini bertujuan menganalisis pengaruh celebrity endorser meliputi kredibilitas, daya tarik, dan kesesuaian terhadap brand personality Skintific. Penelitian menggunakan pendekatan kuantitatif dengan metode eksplanatif. Populasi adalah pengikut Instagram Skintific Indonesia, dengan sampel 96 responden yang dipilih melalui purposive sampling berdasarkan pengalaman penggunaan produk dan paparan iklan. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linear sederhana serta uji t dengan SPSS. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap brand personality. Secara parsial, kredibilitas dan daya tarik berpengaruh signifikan karena konsumen mentransfer persepsi positif figur publik ke merek, sedangkan kesesuaian tidak berpengaruh signifikan. Penelitian ini menegaskan bahwa celebrity endorser merupakan strategi efektif dalam membangun identitas merek dan menciptakan keterikatan emosional konsumen di era digital.]]>
