<![CDATA[The development of social media, particularly TikTok, has transformed marketing communication strategies, including the use of celebrity endorsers to promote beauty products. One example is the Biore UV x Stray Kids advertising campaign, which targets young consumers. This study aims to examine the effect of advertising exposure and celebrity endorser credibility of Biore UV x Stray Kids on TikTok on consumers’ purchasing decisions in Semarang City. This study employed a quantitative approach involving 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination. The results show that advertising exposure has a positive and significant effect on purchasing decisions (t = 12.502; sig. = 0.000), while celebrity endorser credibility also has a positive and significant effect (t = 6.227; sig. = 0.000). Simultaneously, both variables have a significant effect on purchasing decisions (F = 111.154; sig. = 0.000), with an R² value of 0.696. This indicates that advertising exposure and celebrity endorser credibility explain 69.6% of the variation in purchasing decisions, while the remaining 30.4% is explained by other factors. Advertising exposure has a greater influence than celebrity endorser credibility. This study uses the Stimulus–Organism–Response (S-O-R) theory as the grand theory to explain that advertising exposure and celebrity endorser credibility as stimuli can generate a consumer response in the form of purchasing decisions.]]>
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