<![CDATA[This study aims to analyze the influence of celebrity credibility, brand credibility, and brand awareness on the purchase intention of Scarlett Whitening products among Generation Z consumers in Jepara. This study uses a quantitative approach with a survey method by distributing online questionnaires to 100 respondents who are Scarlett users from Generation Z (aged 11–26 years). Purposive sampling served as the sampling technique, and the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method, utilizing SmartPLS 4.0 software, carried out the data analysis. The results of the study show that the three independent variables, namely celebrity credibility, brand credibility, and brand awareness, have a positive and significant influence on purchase intention. Among the three, celebrity credibility has the most dominant influence. This finding indicates that trust in celebrities who are brand ambassadors, brand credibility, and brand awareness play an important role in driving Generation Z consumers' purchasing interest in Scarlett Whitening products.]]>
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