<![CDATA[ABSTRACT The purpose of this study is to determine the influence of credibility by celebrity endorsers, namely trustworthiness, expertise and attractiveness, on purchase intention of smartphone products in Jakarta with brand credibility as an intervening variable. This research uses SEM (Structural Equation Modeling) for quantification. Primary data was collected through a questionnaire using a Likert scale. The characteristics of the sample in this study are people aged 17 years and over, domiciled in the Special Region of Jakarta, have purchased smartphone products, actively use social media, and have seen smartphone review content marketed by celebrity endorsers. Data analysis was carried out using SPSS version 25 and Amos version 26 software and the sample selected to test all variables was 225 respondents. The research results show that trustworthiness and attractiveness do not have a significant effect on purchase intention. Expertise has a positive and significant effect on purchase intention. Meanwhile, trustworthiness and expertise have a positive and significant effect on brand credibility, and attractiveness has no significant effect on brand credibility. Brand credibility has a positive and significant effect on purchase intention. Keyword: Trustworthiness, Expertise, Attractiveness, Brand Credibility, Purchase Intention ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kredibilitas yang dimiliki oleh celebrity endorser yaitu trustworthiness, expertise, dan attractiveness terhadap purchase intention dari produk smartphone di Jakarta dengan brand credibility sebagai variabel intervening. Penelitian ini menggunakan SEM (Structural Equation Modeling) untuk kuantifikasi. Data primer dikumpulkan melalui kuesioner dengan menggunakan skala Likert. Karakteristik sampel pada penelitian ini adalah orang berusia 17 tahun keatas, berdomisili Daerah Khusus Jakarta, pernah membeli produk smartphone, aktif menggunakan media sosial, dan pernah melihat konten review smartphone yang dipasarkan oleh celebrity endorser. Analisis data dilakukan dengan menggunakan perangkat lunak SPSS versi 25 dan Amos versi 26 dab sampel yang dipilih untuk menguji semua variabel sebanyak 225 responden. Hasil penelitian menunjukkan bahwa trustworthiness dan attractiveness tidak berpengaruh signifikan terhadap purchase intention. Expertise berpengaruh secara positif dan signifikan terhadap purchase intention. Sedangkan trustworthiness dan expertise berpengaruh secara positif dan signifikan terhadap brand credibility, dan attractiveness tidak berpengaruh signifikan terhadap brand credibility. Brand credibility berpengaruh secara positif dan signifikan terhadap purchase intention. Kata kunci: Trustworthiness, Expertise, Attractiveness, Brand Credibility, Purchase Intention]]>
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