Celebrity entrepreneurs are a new phenomenon in today's digital age by leveraging popularity to create new products. This study examines self congruence, credibility, social media interaction, against purchase intention mediated by brand attachment. This research uses quantitative methods. This research used quantitative methods. The sample in this study consisted of 271 respondents who were taken with purposive sampling techniques by spreading the questionnaire. Data analysis techniques used Smart PLS by analyzing validity tests, & reliability tests, as well as t tests. Research findings show that self congruence, credibility, social media interaction are the main factors in influencing brand attachment as well as self congruence, creditability, social Media interaction is the main factor in affecting purchase intention. The findings of this study show that the popularity of the celebrity in support of the enterprise or activities that the celebrity will undertake. The results will help the celebrities in increasing credibility to maintain popularity as well as the trust of netizens in themselves and the efforts made by the celebrity. The limitation on this study is the large sample size.