AFFECTING FACTORS OF CELEBRITY ENDORSEMENT TOWARD PURCHASE INTENTION ON INSTAGRAM : FEMALE PERSPECTIVE

• Main Author: Juliana (NIM 19014090), Claudia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21534
• Institution: Institut Teknologi Bandung

Using celebrity as endorser has now became one of most used marketing strategy in context of <br /> <br /> Instagram based business. Yet, only few empirical studies examined endorser criteria especially <br /> <br /> on context of Instagram platform, based on Indonesian female perspective. In view of this, the <br /> <br /> objective of this paper is to make theoretical and practical contribution regarding selection of <br /> <br /> Celebgram endorser criteria and the effect toward female customer’s purchase intention, <br /> <br /> focusing on Instagram context. The study would use four factors, namely Attractiveness, <br /> <br /> Credibility, Match-Up, and Social Proof, to be tested toward Purchase Intention. <br /> <br /> <br /> Data were collected from 428 respondents, with age group 18-34 years, and accessing Instagram <br /> <br /> daily. The total of valid questionnaire result generated from 400 respondents. This research will <br /> <br /> apply Focused Group Discussion and Questionnaire as data collection technique. Analysis of <br /> <br /> data using Multiple Linear Regression shows that two factors have a significant positive impact <br /> <br /> with the female purchase intention, those are Attractiveness and Social Proof. Moreover, further <br /> <br /> regression analysis shows that Familiarity from Attractiveness and the Number of Likes from <br /> <br /> Social Proof as traits considered important in influencing Purchase Intention. However, the gaps <br /> <br /> found in factor of Credibility and Match-Up between literature and finding of this study, <br /> <br /> showing no positive significant relationship toward Purchase Intention. The difference of the <br /> <br /> result for Credibility and Match-Up supported by the notion that the celebrity endorsement is <br /> <br /> culture specific (Leslie, 2011), as well as the different target respondent and platform context in <br /> <br /> which the study conducted. <br /> <br /> <br /> In summary, the model in this research gave an underlying examination into some of the factors <br /> <br /> and traits regarding celebrity endorser criteria in the context of Instagram. With the continued <br /> <br /> use of Celebgram endorsement as promotional tools, the result from this study expected to be <br /> <br /> beneficial for marketers and Instagram business owner to take effective step in order to drive <br /> <br /> higher purchase intention, especially in the selecting the appropriate Celebrity endorser for their <br /> <br /> product or service. However, some limitations may occur, since the different target respondent <br /> <br /> and area in which the study conducted may yield in different result.