T This research aims to analyze the influence of celebrity endorsement components (attractiveness, expertise, and trustworthiness) on purchase intention. The sample used in the study was 180 respondents. The Sampling method used in this study, namely purposive sampling, especially judgment sampling. Method of collecting data by spreading questionnaires online. By the respondents' criteria, social media users saw a Make Over ad with Tasya Farasya as an ad star. At least 3 times in the last 6 months. The data analysis method used is the Structural Equation Model (SEM). The results of this study show that variable trustworthiness, expertise, and attractiveness have a significant influence on purchase intentions. The results of this study show that variable trustworthiness, expertise, and attractiveness have a significant influence on purchase intentions. The managerial implication of the research is this: for marketers to choose celebrities as a source of the message in marketing communication must consider credibility of celebrities, who are attractive, experts in promoted products, and trustworthy.