The aims of this research is to investigate and explain the effect of celebrity endorser on brand image; the influence celebrity endorser on purchase decisions; and the influence brand image on purchase decisions. The research method was conducted by explanatory research with quantitative approach. The participants of this research are female undergraduate students class of 2013 and 2014 of Adminstrative Science Faculty, Brawijaya University consumer products Wardah Cosmetic. The total sample is 116 respondents. The sampling technique was employed purposive sampling and questionare was used for collecting data. Analysis of the data in this research was using descriptive analysis and path analysis.Results showed that celebrity endorser has direct influence on purchase decisions, celebrity endorser has direct influence on brand image, brand image has direct influence on purchase decisions.