Published Paper Details:

Relationship quality can be built by retaining customers and encouraging them to keep buying. The quality of the relationship is an important factor in making customers feel trust and satisfaction when purchasing a product.There are opportunities for sellers to provide services that can attract customers and survive in the long term. The purpose of this study is to determine the relationship between relationship quality and its influence on purchase intention, loyalty intention, and participation intention, as well as the influence of celebrity endorsement attractiveness. This study was conducted in Indonesia from April to May 2022. A total of 138 respondents came from different backgrounds and were active users of one or more of the social media platforms such as Instagram, TikTok, and Youtube. The results obtained indicate that there is a positive influence of relationship quality on purchase intention, loyalty intention, and participation intention. Next, social media marketing activity has a positive effect on relationship quality. Then, celebrity endorsements do not have a positive effect on purchase intention.