59 Introduction In this modern era, with rapid development, the internet is used by people to share information, communicate, entertain, and conduct online business. Subsequently, numerous platforms have emerged to facilitate different community activities, including the purchasing process. Individuals are no longer required to physically visit stores to fulfill their essential needs. They have the convenience of using various social media platforms, such as Instagram, Facebook, and TikTok, as well as e-commerce platforms to effortlessly browse and select the desired products or services (Shopee, Lazada, Bukalapak, Tokopedia, and others). Association of Internet Service Providers (APJII) in 2022 found that over 74% of consumers prefer to shop online (Jemadu & Prastya, 2022). According to Populix (2020), online shopping is dominated by the age range of 18-21 years at 35% and 22-25 years at 33%. The age group of 18-25 years falls into the early adulthood category, known as a transitional phase from adolescence to adulthood. During this developmental phase, individuals are expected to engage in reflective thinking, which involves considering everything based on previous experiences and knowledge, guided by complex logic (Pratiwi et al., 2022). The purchase intention serves as an important predictor of actual purchase behavior by consumers. This process is preceded by seeking information about the product, quality, evaluation, promotions, prices, experiences, knowledge, and other factors that generate purchase intention (Solihin, 2020). Furthermore, purchase intention can be observed through individual attention, as the first step in the communication process when consumers need to learn about the existence of a product or service (Song et al., 2021). The second stage is interest, which refers to an individual's internal feelings about a specific product or service (Song et al., 2021). Detailed information about a product or service can be viewed as the initial stage of capturing their attention. Subsequently, when individuals have an interest in a product or service, it can be seen as the interest phase. The phase is a psychological stage of recognition, while the level of importance is an emotional phase. Furthermore, desire is an emotion triggered by interest. Once interest is aroused, individuals will feel the desire to obtain the product or service (Song et al., 2021). In the stage of action, desire The Role of Celebrity Endorsement Perception and Self-Image Congruity on Purchase Intention of Early adulthood N. Kardinah 1* , Tintin Supriyatin 1 , Khairunnisak 2 1 Faculty of Psychology, UIN Sunan Gunung Djati Bandung, Indonesia 2 PT DHL Supply Chain Indonesia, Cililitan Besar, Jakarta Timur, Indonesia Abstract. Early adulthood is a transitional period towards the next developmental phase. During this period, students are subjected a process of self-discovery, characterized by a desire to appear more attractive and gain recognition from social environment. In such circumstances, individuals demonstrate a significant inclination to prioritize the allocation of financial resources away from meals and towards the purchase of items to amplify their attractiveness, recognition, and acceptance. This behavior is driven by the aspiration to align their ideal and actual self-image with the acquired products. Therefore, this study aimed to examine the influence of celebrity endorsement perception and self-image congruity on purchase intention. A quantitative approach was adopted with a sample of 344 students. The results of multiple linear regression analysis showed that celebrity endorsement perception and self-image congruity significantly influenced purchase intention, accounting for 58% of the variance. Keywords: Perception of celebrity endorsement, self-image congruity, purchase intention Psympathic : Jurnal Ilmiah Psikologi Vol.10:1, June 2023, Page 59-66 eISSN: 2502-2903 pISSN: 2356-3591 Article Info Received: March 8, 2023 Accepted: June 22, 2023 Published: June 30, 2023 DOI: https://doi.org/10.15575/psy.v10i1.24488 Copyright © 2023 The Author(s). Published by Fakultas Psikologi UIN SGD Bandung, Indonesia. This is an Open Access article under the CC BY 4.0 license ___________________________________________ * Corresponding author: Faculty of Psychology, UIN Sunan Gunung Djati Bandung, Jl. A.H. Nasution no.105 Cipadung Cibiru, Kota Bandung Jawa Barat 40614, Indonesia E-mail: n.kardinah@uinsgd.ac.id