This research aims to examine the influence of the advertisement perception and celebrity endorser towards purchase decision through brand image as the mediator. The respondents in this research are consumers on Tokopedia.com who have seen Tokopedia.com advertisement with Isyana Sarasvati as celebrity endorser and have shopped online on Tokopedia.com in 2017. The total respondents are 130. The sampling is conducted by purposive sampling technique. This research uses Structural Equation Modeling

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... (SEM) analysis technique with AMOS as analysis tool. According to the data of the testing result, showed that: 1) Advertisement perception does not have any significant influence towards purchase decision at Tokopedia.com 2) Celebrity endorsers have significant influence towards purchase decision at Tokopedia.com, 3) Advertisement perception has significant influence towards the brand image at Tokopedia.com, 5) Brand image has significant influence towards purchase decision at Tokopedia.com, 6) Brand image acts as a mediator in influencing advertisement perception towards purchase decision at Tokopedia.com, 7) Brand image does not act as a mediator in influencing advertisement perception towards purchase decision at Tokopedia.com Key words: advertisement perception, celebrity endorser, brand image and purcahase decision