The purpose of this research is to know if brand image and Celebrity Endorsement can predict Customer Based Brand Equity of Shopee user directly or through Brand Credibility as mediator. The sample of this study was 217 respondents with nonprobability sampling techniques and using survey by online questionnaire. The data were analized using Smart PLS. https://parisnaturalfoodes.shop/product-category/ezekiel-cereal-cinnamon-raisin/