Penelitian ini bertujuan untuk menganalisis pengaruh consumer ethnocentrism terhadap post purchase regret, serta pengaruh celebrity endorsement terhadap post purchase regret. Selain itu, penelitian ini juga menganalisis apakah income dapat memoderasi pengaruh antara consumer ethnocentrism terhadap post purchase regret, dan apakah income dapat memoderasi pengaruh celebrity endorsement terhadap post purchase regret. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi berupa seluruh konsumen Blibli.com. Analisis data yang dipergunakan oleh penelitian ini yaitu menggunakan structural equation model (SEM) partial least square (PLS) dengan menggunakan Smart PLS 4.0. Hasil penelitian adalah Consumers’ ethnocentrism berpengaruh secara signifikan terhadap post-purchase regret. Celebrity endorsement tidak berpengaruh secara positif dan signifikan terhadap post-purchase regret. Income dapat memoderasi pengaruh Consumers’ ethnocentrism terhadap post-purchase regret. Income tidak dapat memoderasi secara positif pengaruh celebrity endorsement terhadap post purchase regret. / This study aims to analyze the effect of consumer ethnocentrism on post-purchase regret, as well as the effect of celebrity endorsement on post-purchase regret. Additionally, this research examines whether income can moderate the influence of consumer ethnocentrism on post-purchase regret and whether income can moderate the influence of celebrity endorsement on post-purchase regret. This research employs a quantitative approach with a population consisting of all Blibli.com consumers. Data analysis used by this study used the structural equation model (SEM) partial least square (PLS) using Smart PLS 4.0. The results of the study are Consumers' ethnocentrism has a significant effect on post-purchase regret. Celebrity endorsement does not have a positive and significant effect on post-purchase regret. Income can moderate the influence of Consumers’ ethnocentrism on post-purchase regret. Income cannot positively moderate the influence of celebrity endorsement on post-purchase regret.