Stephanie Angelina GUNAWAN, Asep HERMAWAN, Anton Wachidin WIDJAJA, Innocentius BERNARTO / Journal of Asian Finance, Economics and Business Vol 8 No 7 (2021) 0603–0611 603 603 Print ISSN: 2288-4637 / Online ISSN 2288-4645 doi:10.13106/jafeb.2021.vol8.no7.0603 Celebrity Endorser and Purchase Intention: The Mediating Role of Resonance-Based Self-Attitude and Brand Credibility Stephanie Angelina GUNAWAN 1 , Asep HERMAWAN 2 , Anton Wachidin WIDJAJA 3 , Innocentius BERNARTO 4 Received: March 30, 2021 Revised: June 07, 2021 Accepted: June 17, 2021 Abstract This study aims to analyze the mediating influences of resonance-based self-attitude and brand credibility in a relationship between celebrity endorser credibility and celebrity endorser congruity toward brand purchase intention in the current dynamic business environment. It employs a quantitative research method and reports on a survey, using a questionnaire, including the population of consumers of various instant coffee brands in several cities in Indonesia. The number of respondents in this study was 432 people. The analysis was performed using Partial Least Square Structural Equation Modeling and SmartPLS software. The analysis consisted of descriptive statistics, evaluation of the measurement model, evaluation of the structural model, and hypothesis testing. The results partially support the model developed. The findings suggest that the instant coffee product advertising in Indonesia needs to create brand messages focusing on the formation of resonance-based self-attitude from consumers to increase the influence of celebrity endorser credibility and celebrity endorser congruity, as well as the brand credibility towards the brand purchase intention. This study contributes to the marketing literature and the theory of planned behavior by providing empirical evidence on the relationship between celebrity endorser credibility, celebrity endorser congruity, resonance-based self-attitude, brand credibility, and brand purchase intention. Keywords: Celebrity Endorser Credibility, Celebrity Endorser Congruity, Resonance-Based Self-Attitude, Brand Credibility, Brand Purchase Intention JEL Classification Code: C39, L19, L29, M31, M37 Baker, & Tagg, 2001), 45% in Taiwan (Solomon, 2006), 60% in South Korea (Choi, Lee, & Kim, 2005), and 70% in Japan (Temperley & Tangen, 2006) have used this strategy. Based on Nielsen (2020), the contribution of instant coffee sales in Indonesia is around IDR18.3 trillion per year of the total fast-moving consumer goods category. Luwak White Koffie is one of the instant coffee brands in Indonesia that uses celebrity endorser Lee Min Ho with a contract valued at more than IDR22 billion (DetikNews, 2016). In 2020, its market share reached 15.9% and was in the third position of the top 10 brands of instant coffee in Indonesia (Nielsen, 2020). For some companies, involving the celebrity endorsers in their marketing strategy can have negative effects that can harm the brand credibility, and even the consumers’ purchase intention because they might be involved in controversial or legal matters. Sometimes, they can also overpower the brand identity or distract the consumer’s attention (Campbell & Warren, 2012; White, Goddard, & Wilbur, 2009). Previous studies have only examined the relationship between celebrity endorsers and consumers’ purchase intention. However, 1 First Author and Corresponding Author. Graduate School of Management, Universitas Pelita Harapan, Tangerang, Indonesia [Postal Address: Taman Alfa Indah, DKI Jakarta, Jakarta Selatan, 12260, Indonesia] Email: stephaniegunawan15@gmail.com 2 Faculty Member, Faculty of Economics, Universitas Trisakti, Jakarta, Indonesia. Email: asephermawan@trisakti.ac.id 3 Faculty Member, Faculty of Business, President University, Bekasi, Indonesia. Email: antonwachidinwidjaja@gmail.com 4 Faculty Member, Faculty of Economics and Business, Universitas Pelita Harapan, Tangerang, Indonesia. Email: bernarto227@gmail.com © Copyright: The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. 1. Introduction The use of celebrity endorsers in a marketing strategy has become one of the interesting topics to be investigated (Chin, Isa, & Alodin, 2019; Osei-Frimpong, Donkor, & Owusu-Frimpong, 2019). Data shows that 14% to 19% of advertisements in US (Plank, 2012), 20% in UK (Erdogan,