<![CDATA[This study investigates the role of Celebrity Brand Connection (CBC) in influencing consumer behavior toward halal skincare products in Indonesia. In recent years, the halal skincare market has grown significantly due to increasing awareness of religious compliance, ethical consumption, and health conscious. Simultaneously, celebrity endorsements have become a prevalent marketing strategy, aiming to build trust and ultimately brand loyalty. The present research explores the extent to which CBC influences halal skincare purchase decisions by examining four hypotheses derived from the constructs of product quality, customer experience, trust, and brand loyalty. Using a quantitative method, primary data were collected from 105 respondents through structured questionnaires distributed online. The data were analyzed using Structural Equation Modeling (SEM). The analysis assessed the validity, reliability, and significance of the proposed relationships between variables. The results indicate that Celebrity Brand Connection significantly influences trust and brand loyalty, confirming three out of the four hypotheses.]]>
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