Using the theoretical framework of the elaboration likelihood model, this study attempts to analyze the level of difference in effectiveness between celebrity and influencer endorsement in social media advertising to influence consumer purchase intention. This study highlights the phenomenon of Pantene Indonesia's social media advertising, which is endorsed by Maudy Ayunda as a celebrity endorsement and Keanu Angelo as an influencer endorsement, by comparing these two categories of endorsers. This study uses a positivist paradigm, a quantitative approach, and a survey to collect data. Questionnaires were distributed online to 400 respondents for a month in December 2023. The study used a non-parametric test because the data did not meet the normality assumption. Comparative hypotheses were tested using the Wilcoxon Signed Rank Test with the assistance of SPSS 25. The study results indicate a significant difference between the use of influencer and celebrity endorsements in social media advertising to drive consumer purchase intention. This is demonstrated through the significance values of all variables: the quality of arguments (X1), source credibility (X2), attractiveness (X3), and purchase intention (Y), which are less than 0.005. Furthermore, the study reveals that celebrity endorsements have a higher effectiveness level than influencer endorsements. The comparative mean scores for all variables show that the average for celebrity endorsement is 37.85 compared to influencer endorsement at 36.29, which is proof of this. Through the most important route of the elaboration likelihood model that is, the quality of the endorser's arguments—consumers evaluate social media advertising messages, resulting in more persistent increases in attitudes such purchase intention.

Belch, G. E., & Belch, M. A. (2013). A content analysis study of the use of celebrity endorsers in magazine advertising. International Journal of Advertising, 32(3), 369–389. https://doi.org/10.2501/IJA-32-3-369-389

Bhattacherjee, & Sanford. (2006). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model. MIS Quarterly, 30(4), 805. https://doi.org/10.2307/25148755

Boerman, S. C., & Smit, E. G. (2023). Advertising and privacy: an overview of past research and a research agenda. International Journal of Advertising, 42(1), 60–68. https://doi.org/10.1080/02650487.2022.2122251

Carrillat, F. A., & Ilicic, J. (2019). The Celebrity Capital Life Cycle: A Framework for Future Research Directions on Celebrity Endorsement. Journal of Advertising, 48(1), 61–71. https://doi.org/10.1080/00913367.2019.1579689

Dihni, V. A. (2022). Ini Deretan Konten Internet Paling Sering Diakses Warga RI. Diakses dari. Dihni. https://databoks.katadata.co.id/datapublish/2022/06/13/inideretan-konten-internet-paling-sering-diakses-warga-ri

Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543

Ferguson, J. L., & Mohan, M. (2020). Use of celebrity and non-celebrity persons in B2B advertisements: Effects on attention, recall, and hedonic and utilitarian attitudes. Industrial Marketing Management, 89(December 2018), 594–604. https://doi.org/10.1016/j.indmarman.2019.02.003

Field, A. (2012). Discovering statistics using SPSS: And sex and drugs and rock’n’roll (3rd, repr ed.). Sage.

Graham, K. W., & Wilder, K. M. (2020). Consumer-brand identity and online advertising message elaboration: Effect on attitudes, purchase intent and willingness to share. Journal of Research in Interactive Marketing, 14(1), 111–132. https://doi.org/10.1108/JRIM-01-2019-0011

Hanik, U. A., Afkar, T., & Utami, H. W. (2021). Pengaruh Faktor Sosial dan Tingkat Pendidikan terhadap Keputusan Menjadi Nasabah di BMT Mandiri Ukhuwah Persada (Muda) Jawa Timur. OECONOMICUS Journal of Economics, 5(2), 122–132. https://doi.org/10.15642/oje.2021.5.2.122-132

Hearn, A., & Schoenhoff, S. (2016). From celebrity to influencer. A Companion to Celebrity, 194–210.

Helbert, J. J., & Ariawan, I. G. S. P. (2021). Pengaruh Celebrity Endorsement Vs. Influencer Endorsement Vs. Online Customer Review Terhadap Purchase Intention Pada Produk Skincare. Jurnal Ekonomi Dan Bisnis, 8(2).

Hess, A. C., Dodds, S., & Rahman, N. (2022). The development of reputational capital – How social media influencers differ from traditional celebrities. Journal of Consumer Behaviour, 21(5), 1236–1252. https://doi.org/10.1002/cb.2074

Hussain, S., Melewar, T. C., Priporas, C. V., Foroudi, P., & Dennis, C. (2020). Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility. Journal of Business Research, 109(April 2018), 472–488. https://doi.org/10.1016/j.jbusres.2019.11.079

Janssen, L., Schouten, A. P., & Croes, E. A. J. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 41(1), 101–127. https://doi.org/10.1080/02650487.2021.1994205

Kaabachi, S., Charfi, A. A., Kpossa, M. R., & Kefi, M. K. (2021). Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think? Management & Sciences Sociales, N° 31(2), 55–81. https://doi.org/10.3917/mss.031.0055

Ki, C. W. ‘Chloe,’ & Kim, Y. K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology and Marketing, 36(10), 905–922. https://doi.org/10.1002/mar.21244

Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134(May), 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024

Kotler, P., & Armstrong, G. (2021). Principles of Marketing (8th ed.). Pearson Education.

Kriyantono, R. (2021). Teknik Praktik Riset Komunikasi Kuantitatif Dan Kualitatif (2nd ed.). Prenadamedia Group, Jakarta : Kencana.

Kue, M. F., & Sahertian, C. (2019). Model Elaboration Likelihood Dalam Pembentukan Personal Branding Pita’S Life Di Youtube Channel. Jurnal Nomosleca, 5(1). https://doi.org/10.26905/nomosleca.v5i1.2985

Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001

Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2017). Theories of human communication (Eleventh edition). Waveland Press, Inc.

Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137–160. https://doi.org/10.1215/08992363-2798379

Niu, X., Wang, X., & Liu, Z. (2021). When I feel invaded, I will avoid it: The effect of advertising invasiveness on consumers’ avoidance of social media advertising. Journal of Retailing and Consumer Services, 58(July 2020). https://doi.org/10.1016/j.jretconser.2020.102320

Paul, J., & Bhakar, S. (2018). Does celebrity image congruence influences brand attitude and purchase intention? Journal of Promotion Management, 24(2), 153–177. https://doi.org/10.1080/10496491.2017.1360826

Pertiwi, D. A., & Wijaya, T. (2013). Gender Differences in Indonesian Advertising Response : Ad Attitude , Product Attitude , and Purchase Intention ( Study on Youtube Advertisement ). Jurnal Manajemen Bisnis Indonesia, 4, 368–377.

Petty, R. ., & Cacioppo, J. . (1986). The elaboration likelihood model of persuasion - the really long article. Advances in Experimental Social Psychology, 19, 1–24.

Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on responses to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology, 46(1), 69.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135. https://doi.org/10.1086/208954

Petty, R. E., Heesacker, M., & Hughes, J. N. (1997). The elaboration likelihood model: Implications for the practice of school psychology. Journal of School Psychology, 35(2), 107–136. https://doi.org/10.1016/S0022-4405(97)00003-4

Rahman, R. (2018). Building brand awareness: The role of celebrity endorsement in advertisements. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 28(4), 363–384. https://doi.org/10.1080/21639159.2018.1509366

S, S., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism. International Journal of Information Management, 54(February), 102155. https://doi.org/10.1016/j.ijinfomgt.2020.102155

Schimmelpfennig, C., & Hunt, J. B. (2020). Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework. Psychology and Marketing, 37(3), 488–505. https://doi.org/10.1002/mar.21315

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898

Shimp, T. A. (2010). Advertising, promotion, and other aspects of integrated marketing communications (8th ed.). South-Western Cengage Learning.

Singh, R. P., & Banerjee, N. (2019). Exploring the Influence of Celebrity Worship on Brand Attitude, Advertisement Attitude, and Purchase Intention. Journal of Promotion Management, 25(2), 225–251. https://doi.org/10.1080/10496491.2018.1443311

Siregar, S. (2015). Metode Penelitian Kuantitatif Dilengkapi Dengan Perbandingan Perhitungan Manual & SPSS. Kencana.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif R&D. Bandung: Alfabeta.

Susilo, C. I. (2022). Biografi Maudy Ayunda, Perempuan Muda dengan Segudang Prestasi. Kumparan.Com. https://kumparan.com/celineindira/biografimaudy-ayunda-perempuan-muda-dengan-segudang-prestasi-1xsJIPhIHZO

Syaifa Tania. (2022). Perbedaan Generasional dalam Memaknai Praktik Periklanan Digital oleh Influencer di Media Sosial. LONTAR: Jurnal Ilmu Komunikasi, 10(1), 54–63. https://doi.org/10.30656/lontar.v10i1.4247

Torres, P., Augusto, M., & Matos, M. (2019). Antecedents and outcomes of digital influencer endorsement: An exploratory study. Psychology and Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274

Tran, G. A., Yazdanparast, A., & Strutton, D. (2019). Investigating the marketing impact of consumers’ connectedness to celebrity endorsers. Psychology and Marketing, 36(10), 923–935. https://doi.org/10.1002/mar.21245

Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54. https://doi.org/10.1080/00913367.2017.1405754

Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647

Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32. https://doi.org/10.2501/JAR-2017-042

Zha, X., Yang, H., Yan, Y., Liu, K., & Huang, C. (2018). Exploring the effect of social media information quality, source credibility and reputation on informational fitto-task: Moderating role of focused immersion. Computers in Human Behavior, 79, 227–237. https://doi.org/10.1016/j.chb.2017.10.038