Influence of Endorser Credibility, Brand Credibility, Brand Equity to Purchase Intention in Online Shopping: Instagram Phenomenon
ZULFIKAR AGUSTIANSYAH, DIEN MARDHIYAH

Universitas Airlangga

Abstract

The growing number of social media users in Indonesia is increasing every year. Acording e-Marketer market research institutes, in 2017 there are approximately 82 million people in Indonesia who use social media at least once a month. This number increased from the number of 72.3 million users in 2015 ago. That means more than one third of Indonesian people are people who are fond of using social media. One of the popular online social media applications today is Instagram. Instagram is the most used social networking app (82 %), followed by Facebook (66 %) and Path (49 %) (Mastel and APJII, 2016). Increasing users of Instagram applications create new trends of credible endorsers triggering brand purchase intention. The purpose of this study was to analyze the influence of endorser credibility and other factors to purchase intention on Instagram. Other factors were brand credibility and brand equity
This study used quantitative online survey approach. There were 211 respondents, who have active in using social media Instagram and knowing Indonesian artist named Raffi Ahmad, that used to analize hypotheses. The data testing technique used is SEM AMOS.
The results showed that brand credibility and brand equity positively affected to purchase intention; brand credibility positively affected to brand equity; and endorser credibility positively affected to brand credibility. While the endorser credibility didnt affected to brand equity and purchase intention.

Keywords: endorser credibility, brand credibility, brand equity, purchase intention, Instagram

Topic: Marketing Management