IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF LOCAL SKINCARE BRAND: THE ROLE OF PERCEIVED QUALITY AND PERCEIVED VALUE

The main objective of this study is to explore the role celebrity endorsement in generating consumer purchase intent while taking into account perceived value and quality relation local skincare brands. This used a survey approach collecting data. Online research questionnaires were distributed target respondents. Sampling was carried out using purposive sampling technique with criteria consumers who know brands celebrities endorse brand. There 153 responses from respondents that valid can be for analysis. results demonstrate influence on intention significant. It has been demonstrated helps moderate impact consumers' buy. Celebrity endorsement, moreover, shown value. However, does not affect intention. Hence, it mediates or buying use endorsements able encourage intentions so companies should pay attention factors selecting will invited cooperate promote products perception as well formed by accordance company targets.