EFFECTS OF CELEBRITY ENDORSERMENT’S CREDIBILITY IN INSTAGRAM ON ATTITUDE TOWARD ADVERTISEMENT AND PURCHASE INTENTION

• Main Author: A Dharma Adi Pratidnya, A
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72292
• Institution: Institut Teknologi Bandung

Celebrity endorsement is becoming most popular form of advertising in Instagram. Many Indonesian online retailers are using this approach in order to increase their number of followers, brand awareness and boost their sales number. However, there is a lack of study that specifically explores how celebrity endorsements in instagram affect purchase intention. This study aims to explore the influence of celebrity endorsement’s credibility in Instagram on consumer’s attitude toward advertisement and purchase intention. Celebrity endorsement’s credibility was examined through expertise and trustworthiness aspects. The indirect influence of celebrity endorsement’s credibility to purchase intention through attitude toward advertisement will also be explored in the study. Moreover, present study also explains the consumer preference regarding celebrity endorsement and non-celebrity (celebgram) endorsement in Instagram. The primary data gathered by distributing a survey through questionnaire. The total numbers of respondents in this research are 387 respondents. For analysis technique this study performed descriptive and path analysis. Findings show those celebrity endorsers are found to be more attractive, more favorable, more convincing, more trusted and more influencing than celebgram (noncelebrity). Expertise and trustworthiness are found have positive and significant influence on attitude toward advertisement. Purchase intention is influenced by expertise, trustworthiness, and attitude toward advertisement. The expertise of celebrity plays crucial role in creating favorable attitude toward advertisement. While attitude toward advertisement from consumer becomes the strongest variable that affects purchase intention.