Keywords
Brand Credibility
consumer purchase intentions
attitudes toward the brand
attitudes toward brand credibility
nadiraa hijab
How to Cite
Abstract
This study examines the influence of celebrity influencers and brand credibility on consumer purchase intentions for the Nadiraa Hijab brand in Yogyakarta. The sample consisted of 380 female respondents aged 17-50 years who were seeking product information on social media. Data was collected through an online survey using a google form questionnaire. Data analysis was carried out using SmartPLS which includes classical assumption testing, instrument testing and hypothesis testing. The results of the study indicate that celebrity influencers and brand credibility have a direct impact on consumer purchase intentions and brand attitudes. Additionally, there is an indirect effect through brand attitude and brand credibility, which, although not direct, still contribute to consumer purchasing decisions.
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