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Selvi Selvi
Bina Nusantara University
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Journal : International Journal Of Science, Technology

 1 
The Effect of Celebrity Endorsement, Credibility, Attractiveness, and Trustworthiness on Product Purchase Intention with Mediation Perceived Quality Selvi, Selvi; Puspitaloka Mahadewi, Erlina
International Journal of Science, Technology & Management Vol. 7 No. 1 (2026): January 2026
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v7i1.1410

Abstract

This study aims to analyze the influence of celebrity endorsement, celebrity credibility, attractiveness, and trustworthiness on the purchase intention of Indonesian cosmetic products, with perceived quality as the mediating factor. The method used was a quantitative survey, collecting data through an online questionnaire from 150 respondents who use local cosmetic products residing in Jakarta Indonesia. Data analysis was conducted using Structural Equation Modeling Partial Least Squares (SEM-PLS). The results showed that attractiveness, celebrity endorsement, celebrity credibility, attractiveness, and trustworthiness had a positive and significant effect on purchase intention. Furthermore, perceived quality mediated the influence of all four independent variables on purchase intention. These findings indicate that perceived quality plays a significant role in bridging the influence of endorser characteristics on consumer purchase intention. This study is expected to provide theoretical contributions to the development of marketing literature, particularly regarding celebrity endorsements, and provide practical implications, for local cosmetic companies in designing effective promotional strategies to increase consumer purchase intention, with the market in Indonesia.
Co-Authors Abd. Rahman Pakaya Abda Abda Abdul Rahman Pakaya Agustiani, Nabilla Tri Agustin, Viona Ahmad, Aisyah Noor Aisyah Aisyah Amdin, Sitti Rahmiani Amelia Amelia Andy Andy Anjas, Hesti Wahyuni Anu, Dea Angraini Aparianto, Aparianto Apriliani, Ribka Ar Rizqi, Fathir Naufal Arbina, Arbina Aritonang, Jonsfir Daus Asma Asma Asnawi, Melan Angriani Audita Nuvriasari Aurelia, Cahaya Aurelia, Clara Awan Santoso, Awan Ayu, Raden Adjeng Boby Rantow Payu Chen Chongjie Chintaury, Elva Puja Christina Christina Derrick, Lionel Dewi Indrayani Hamin Dewi, Anita Candra Dungga, Meriyana Fransisca Emaliah, Emaliah Erdiyanti Erdiyanti, Erdiyanti Erwina Oktavianty Fadil Iskandar, Fadil Faiza Husnayeni Nahar FITRI AFDHAL Hais Dama Halifat, Nusia Halijah, Halijah Harming, Harming Haseng, Aldiyanto Hasni Hasni Hasriani Hasriani, Hasriani Idrus, Yopandi Imran, Muthi’ah Fathinah Indrajaya, Taufik Irawati Abdul Irma Irma Irmawati Irmawati Irwan Yantu Jesslyn, Jesslyn Joycelyn, Joycelyn Julyance, Zoey Kadir, Risnawaty Lanto Miriatin Amali Larasati, Suci Indah Lestari Ningrum, Lestari Lestari, Sri Indah Lim, Vincent Loren, Sefti Maesiwi, Purwastuti Maida, Siti Marisa, Miki Mendo, Andi Yuniar Mohamad Agus Salim Monoarfa Mokoagow, Rezza Muhammad Aswar Limi Muhammad Syukri Munirwan Zani, Munirwan Murad, Moh. Fahriezal Mustaqima, Mustaqima Nengsih, Dora Ningsih, Nisa Kartika Norliani Norliani, Norliani Novianto, Chiko Nurfauzan, Malik Oktapiani, Pebi oktarina, selfi Oktasari, Indri Yani Paerin, Paerin Paisal, Moh. Pakaya, Naista Larasati Patari, Vira Sintha Pegu, Suwirto K. Pongoliu, Yayu Isyana D. Purwaningtias, Agitta Sofyan Puspitaloka Mahadewi, Erlina Putri, Dwi Utami Putri, Ika Wahyuni Putri, Siska Anjeli Putri, Widya Rachman Saleh Raflin Hinelo Rahmah Rahmah Rahmi, Notika Ramadani, Utari Reynaldo Reynaldo, Reynaldo Riani Riani, Riani Rijal, A. Syamsul Rinoa, Livvy Risman, Kadar Rizan Machmud Rosdiana, Dika Rose, Felicia Diana Sahroni, Deni Saiful Anwar Saleh, Rachman Salfarilla, Salsa Elsi Sanjaya, Enrico Sanu, Riska Juliana Sayuti, Sri Novita SEPTIANA SEPTIANA Siska Handayani Sismayanti, Sismayanti Sitorus, Elisabet Solly Aryza Srie Isnawaty Pakaya Suardi Laheng, Suardi Suhardi Suhardi Sulastri Sulastri Suparto Darudiato Syaiful B Arsyid Tirtaningrum, Catur Wahyu Ubaidillah Ubaidillah Umin Kango Utina, Uun Vika Bregas Mariza Wahyuningtias, Putri Ayu Win, Thinzar Winarsih, Ririn Yulia Wiratama, Made Dwi Yansyah, Welly Yuliarti, Sindi Yuliawaty, Suci Yusrin S. Hasan Zaitun Qamariah, Zaitun