Impact of Celebrity Attractiveness and Credibility on Digital Brand Awareness on Perceived Digital Branding

Each producer has a goal in making endorsements for their promotional activities. Their main goal is to increase their product sales. This study aimed to determine the influence of celebrity attractiveness and credibility on digital brand awareness and digital brand perception of celebrities. The research method used is causal with the quantitative approach. PLS-SEM was used to evaluate empirical data obtained through purposive sampling, and 125 respondents responded to requests through a questionnaire distributed online. The study indicates that celebrity attractiveness affects digital brand awareness, celebrity attractiveness affects digital celebrity brand awareness. Celebrity trust does not affect digital brand awareness, celebrity trust does not affect digital brand perception, and digital brand perception affects digital awareness of celebrities.