The beauty industry in Indonesia has been growing rapidly along with the increasing awareness among women

of the importance of self-care and appearance. This condition encourages companies to compete through product

innovation in order to meet diverse consumer preferences. This study aims to analyze the influence of celebrity

endorsement, brand image, and product quality on purchasing decisions of Make Over products with purchase

intention as an intervening variable. Primary data were collected through questionnaires from 200 respondents,

image does not influence purchase intention. Celebrity endorsement does not influence purchasing decisions,

whereas brand image and product quality do. Celebrity endorsement and product quality influence purchasing

desicions through purchase intention as an intervening variable, while brand image does not influence purchasing

decisions through purchase intention as an intervening variable.

As people, especially women, become more aware of the importance of self-care and good appearance, the global

beauty industry, particularly in Indonesia, is growing rapidly. Many companies offer products through various

channels, including cosmetics. Cosmetics are therapeutic substances that enhance the appearance and aroma of

the human body. Make Over is a well-known brand and a popular choice for many customers, having

water, blush, and various other cosmetic products. This cosmetic brand offers high-quality products and

attractive packaging, always following the latest market trends. Make Over products are known for the diversity,

quality, and innovation they offer, tailored to consumer needs. However, with the increasing number of beauty

product choices available, competition between brands is increasingly fierce. Major brands such as Wardah,

Emina, and Purbasari have solidified their positions in the market, thus facing a significant challenge to win over

consumers. Figure 1 Most Used Local Cosmetic Brands 2022.

Based on Figure 1 of a survey conducted by Populix, the data presented in the form of a bar chart shows that

Wardah holds the top position as the cosmetic brand with the highest percentage of use, reaching 48%. In second

information, and the rapid development of lifestyle trends.

Companies employ marketing strategies by using individuals as symbols or brand representatives. They typically

choose celebrities as public figures because their achievements can captivate consumers and encourage them to

purchase a product. Make Over employs various strategies in its promotional efforts. In addition to advertising,

Make Over also utilizes celebrity endorsements in its promotional activities. Make Over relies on a number of

celebrities and non-celebrities as celebrity endorsers to promote its products, such as Tatjana Saphira, Adinia

Wirasti, Tasya Farasya, and Abel Cantika. Celebrity endorsement refers to the use of well-known individuals,

both actors and actresses, who have gained widespread public recognition to promote a brand or product through

advertising (Zhu, Amelina, and Yen, 2020).

Based on the description above and the interest in selecting this research subject, it can influence the tangible

to seek effective strategies to attract consumer attention. One frequently used approach is celebrity endorsement,

which involves using well-known public figures to endorse or recommend products. According to Firmansyah

(2020), celebrity endorsement involves the use of celebrities as advertising stars in various media, including

print, social media, and television. Celebrities are chosen as endorsers because they possess popular attributes

such as attractive appearance, courage, talent, charm, strength, and physical attractiveness, which are considered

to align with the brand image they represent. According to Shimp (2010) in (Wardani & Maskur, 2022) Celebrity

endorsement indicators include five main attributes summarized in the acronym TEARS. The TEARS

components consist of: 1) Trustworthiness, 2)Expertise, 3) Attractiveness, 4) Respect, 5)Similarity

The results of previous research conducted Suyono, Augustin, Lydia, Andi, and Fransisca (2025) shows that

celebrity endorsements have a significant positive influence on purchasing decisions. This is also supported by

(2020) brand image serves as a reference for consumers in evaluating products when they lack sufficient

knowledge about them. According to Rangkuti (2009) in (Supriyatna, 2020), brand image indicators include the

following: 1)Recognition, 2)Reputation, 3) Attractiveness, 4)Loyalty

Previous research conducted by Alfiah, Suhendar, and Yusuf (2023) found that brand image plays a significant

role in influencing purchasing decisions. This finding is also supported by research conducted by Larika and

Ekowati (2020) which found that brand image has a significant influence on purchasing decisions.

According to Mariansyah and Syarif (2020), product quality is a characteristic of a product based on its ability

to meet stated or implemented consumer needs. According to Kotler and Keller (2016), product quality refers to

the extent to which an item performs its function effectively, encompassing aspects such as durability, accuracy,

impact on purchasing decisions.

Consumer interest in purchasing a product or service, also known as purchase intention, is typically influenced

by various factors, such as perceptions of product quality, brand image, promotional methods, and the use of

public figures in advertising. When purchase intention arises, it reflects an initial consumer interest that has the

potential to develop into a real purchase. According to Fitriah (2018), purchase intention can be defined as the

process of forming an impression in the consumer's mind that then develops into a strong desire to own the

interest can be seen from four indicators, namely: 1) Transactional interest, 2) Referential interest, 3) Preferential

The results of previous research conducted by Yuse, Kumbara, and Putri (2025) shows that brand image

significantly influences purchasing interest. This is also supported by the results of research conducted by

through an evaluation process and then deciding to purchase the product that is considered most suitable for their

needs. According to Kotler and Keller (2016), purchasing decisions have the following indicators, namely: 1)

Product selection, 2) Brand selection, 3) Distribution channel selection, 4) Purchase amount, 5) Purchase time,

6) Payment method

The results of previous research conducted byNabila and Azijah (2024), shows that brand image and influencer

marketing have a positive and significant influence on purchasing decisions. This is also supported by the results

of research conducted by Gustian, Purbawati, and Wijayanto (2024), that electronic word of mouth and key

opinion leaders have a positive influence on purchasing decisions.

Sugiyono (2019) defines a population as a group of subjects or objects with specific characteristics and numbers,

determined by the researcher to be studied and used as a basis for drawing conclusions. The population in this

study were consumers who use Make Over cosmetic products who live in Greater Jakarta (Jabodetabek). The

sample is a portion of the population used as a source of research data. According to Sugiyono (2019), a sample

is a portion of the number and characteristics possessed by the population. This study used a non-probability

sampling method, a sampling technique that does not provide equal opportunities for all members of the

population to be part of the sample being studied (Sugiyono, 2019). The sample for this study was determined

collection was obtained directly by the researcher through questionnaires given to respondents who had

purchased and used Make Over products.The questionnaire distribution process is carried out online using

study considering the characteristics of the respondents based on gender, age level, type of job, domicile, income

Based on Table 2 above, it is known that each indicator in each research variable has a higher cross loading value

on the variable it forms compared to other variables, so it is declared valid.

In addition, discriminant validity can also be measured by looking at the Average Variance Extracted (AVE)

value, which must be greater than 0.5. Table 3 presents the results of the discriminant validity test as measured

Based on Table 3, it can be seen that all variables have an Average Variance Extracted (AVE) value greater than

0.5, so it can be concluded that the questionnaire statements on all variables can be declared valid.

Measurement using reliability testing is used to assess the value of a questionnaire in the form of indicators for

variables or constructs. This study conducted reliability testing using Cronbach's alpha and composite reliability

methods. The criteria for determining construct reliability are: if the Cronbach's alpha and composite reliability

values are each greater than 0.7, then the construct is considered reliable. Table 4.16 presents the results of the

reliability test.

Based on Table 3 in the study, it can be concluded that each variable can be stated as reliable, so that all variables

have high consistency in explaining each variable used.

The structural model (inner model) in this study was conducted by examining the R-square value for each

dependent latent variable. The coefficient of determination (R-square) is used to measure how much the

independent variable influences the dependent variable. Table 5 presents the R-square results.

variables not examined in this study. The R Square value of the Purchase Decision variable is 0.872. This value

can explain that the influence of Purchase Decision is 87.2%, while the remaining 12.8% is influenced by other

variables not included in this study.

model's SRMR value.

Based on Table 5 above, the results of the SRMR value are 0.051 < 0.1, so it can be concluded that the structural

model in this study meets the criteria and the NFI result of 0.820 is close to 1, so it can be concluded that this

model is appropriate.

The hypothesis in this study can be accepted if the t-statistic value is > 1.96 and the p-value is < 0.05. The path

coefficient results can be seen in Table 7 as follows:

Specific Indirect Effectused to show the strength of the direct and indirect influence between variables. The

hypothesis in this study is accepted if the t-statistic value is > 1.96 and the p-value is < 0.05. The results of the

specific indirect effect can be seen in Table 8 as follows:

reveals that the better the consumer perception of the celebrity who endorses Make Over products, the higher

the consumer's tendency to be interested in making a purchase. When linked to the distribution of respondent

adulthood. During this phase, individuals are generally more influenced by public figures, especially those active

on social media. Thus, the younger age group tends to be more responsive to promotions through celebrity

endorsements. Furthermore, the majority of respondents were students (73%) with an income level below

Rp3,500,000 (57.5%). This condition causes them to be more cautious in purchasing beauty products and more

often consider recommendations from celebrities who are considered credible as a reference to reduce the risk

of making mistakes in product selection. Furthermore, the results also show that the majority of respondents

(75.5%) purchased Make Over products online. This fact indicates that the shopping behavior of young

consumers is strongly influenced by digital trends, where the presence of celebrity endorsements through social