Impact of Celebrity Attractiveness, Credibility and Digital Brand Awareness on Online Purchase Intention

This study aims to determine the impact of celebrity digital brand awareness on purchase intention. Using a descriptive approach, the causality method is utilised with an explanatory quantitative survey. PLS-SEM was used to examine empirical data obtained using the purposive sampling technique. The data were obtained from 125 respondents who met the target requirements through an online survey. The results show that celebrity attractiveness affects digital brand awareness. Furthermore, it found that celebrity attractiveness affects online purchase intention and brand awareness mediates the relationship between celebrity attractiveness and online purchase intention. Celebrity attractiveness is one of the elements of personal fame characteristics. Therefore, it is essential as the platform to convince the customers, which leads to purchase intention.