AFFECTING FACTORS OF CELEBRITY ENDORSEMENT TOWARDS PURCHASE INTENTION ON FASHION ONLINE SHOP THROUGH INSTAGRAM

• Main Author: Caroline Immanuel, Bianca
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40946
• Institution: Institut Teknologi Bandung

In this technology era, there are half percent of population in Indonesia become active internet users. This numbers getting higher year by years especially in accessing social media that has become lifestyle. One of most popular social media is Instagram and mostly users come from who in 18-34 years old. Technology era also directs to switching behavior in buying something which from offline to online platform especially for fashion. In addition, online fashion industry is second biggest contributor by giving revenue around US$2,466 for Indonesia. This switching behavior give impact to marketing sector that using celebrity endorsement in advertisement especially in Instagram. Celebrity endorsers will help to make effective advertisement especially for fashion industry because people prefer to see celebrities in advertisements because they want to be similar with celebrity’s fashion and this can increase purchase intention. This research tries to examine the relationship of source of credibility, source of attractiveness, and product congruence toward purchase intention in Instagram’s fashion online shop in Indonesia. This research was using 214 respondents through purposive sampling method. Also using online questionnaire with 5-points Likert scale. The questionnaire result was measured using Multiple Linear Regression that can explain the relationship between dependent variable which is purchase intention and independent variables which are credibility, attractiveness, and product congruence. This research finds out that all variables, which are credibility, attractiveness, and product congruence have positive relationship toward purchase intention. This research objective is to investigate whether celebrity endorsement’s credibility, attractiveness, and product congruence have significant relation to purchase intention or not in terms of fashion online shop through Instagram in Indonesia. The findings show that only product congruence that has no significant impact to purchase intention. The result of this study hopefully can be useful and give more insight for practitioners and the academicians in the related areas.