<![CDATA[The increasing competition in the cosmetic industry and fluctuations in the performance of skincare brands highlight the need to understand factors influencing consumers’ purchase intention. This study examines the effects of celebrity endorsement and social media marketing on purchase intention, with brand image serving as an intervening variable, focusing on prospective consumers of Oriflame facial serum in Semarang City. A quantitative associative approach was applied using primary data obtained through questionnaires from 120 respondents selected by purposive sampling. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that celebrity endorsement positively and significantly influences purchase intention and brand image. Social media marketing positively and significantly influences brand image but has a negative and significant direct effect on purchase intention. Brand image also has a positive and significant effect on purchase intention. Furthermore, brand image significantly mediates the relationships between celebrity endorsement and purchase intention and between social media marketing and purchase intention. In the latter relationship, the direct and indirect effects have opposite directions, indicating that social media marketing can contribute positively to purchase intention when its influence is channeled through a favorable brand image. These findings support the Stimulus-Organism-Response (SOR) perspective by demonstrating the role of consumers’ internal brand perceptions in translating marketing stimuli into purchase intention. The study suggests that Oriflame should emphasize informative and relevant social media content that strengthens brand image rather than relying predominantly on hard-selling promotional approaches. ]]>
