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Increasing market demand for cosmetic products in Indonesia makes the competition even tighter. One of the strategies is to use advertisement by using celebrity or influencer to promote the company's cosmetics brand. According to that, this study wanted to know which influence was more substantial between celebrity or influencers on consumer attitudes and intention to buy cosmetic products. To achieve this goal the researchers distributed questionnaires to 439 respondents. Respondents are in the Bandung area, women aged 17 to 30 years and above who use cosmetic products. The method used in data collection is by distributing online-based questionnaires and then analyzed by SEM-PLS. The data analysis involved seven variables using structural equation modeling. The results of this research are, first overall all of the variables have a good perception, second advertising effectiveness has a significant effect to purchase intention, and lastly there are different perception between celebrity and influencers. So, the company should planning a strategy content marketing to increase customer attitude and their intention to buy by looking for the framework that are proposed in this outcome. Keywords: Cosmetics Product, Advertising Effectiveness, Consumer Attitude, Purchase Intention.

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