The Effect of Celebrity Endorsement, Credibility, Attractiveness, and Trustworthiness on Product Purchase Intention with Mediation Perceived Quality

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-PL