DETERMINANTS OF PURCHASE INTENTION TOWARD WARDAH COSMETIC PRODUCTS AMONG TIKTOK USERS: THE ROLES OF CELEBRITY ENDORSER CREDIBILITY, BRAND IMAGE, AND PRICE FAIRNESS

The increasingly intense competition in the cosmetics industry, coupled with the growing use of TikTok as a digital marketing platform, has contributed to the formation of consumers' purchase intention toward Wardah cosmetic products. This study aims to examine the effects of celebrity endorser credibility, brand image, and price fairness on purchase intention toward Wardah products among TikTok users in Denpasar City. A quantitative approach with an associative research design was employed. The sample consisted of TikTok users in Denpasar City who were familiar with the Wardah brand, had never purchased its products, and had previously viewed Wardah promotional content on TikTok. Respondents were selected using a non-probability purposive sampling technique. Data were collected through questionnaires and analyzed using descriptive statistics and multiple linear regression, complemented by the F-test, t-test, and the coefficient of determination (R²). The results indicate that, both simultaneously and partially, celebrity endorser credibility, brand image, and price fairness have a positive and significant effect on purchase intention. These findings underscore the importance of strengthening endorser credibility, consistently managing brand image, and establishing fair pricing strategies in designing Wardah's digital marketing strategy on the TikTok platform.