Celebrity endorsement has became one of the most popular marketing methods to create brand awareness and to create needs to purchase the product and services. This method is frequently used by cosmetic industries. Cosmetic brands often select not only female but also popular male celebrities to attract female consumers.The purpose of this research is to study the impact of male celebrity endorsement for Etude, a female cosmetic brand, towards consumer purchasing decision. The main basis for this study is the Two Step Flow of Communication theory. The main concepts in this theory are celebrity endorsement and decision making process.The research method adopted in this study is explanative causality research method by using quantitative data analysis with statistic method. The data is obtained for this study by distributing questionairres to one hunderd Etude customers at Kota Kasablanka by using purposive sampling method. The outcome of this study shows that there is a positive and strong influence from the usage of male celebrity endorser for a cosmetic brand towards consumer purchasing decision.
Keywords: Celebrity endorser, decision making process, cosmetic