獨創性 / 價值 – 在印尼，關於通過名人的影響檢驗了Instagram購買意願的一般意象的研究格外有限。大部分的研究在不同國家以及消費者群組中進行。因此，這項研究提供了一個關於影響印尼消費者購買產品的關鍵因素的更好的理解－受Instagram中名人代言人的影響。
Purpose – The purpose of this paper is to examine key factors that influence Indonesian consumers’ to purchase products due to the influence of celebrity endorsers in Instagram
Design/methodology/approach – This study uses a quantitative approach to test the proposed hypotheses. Causal research design is used in this research to identify causal relationship between construct. A survey of 309 respondents via online questionnaire is distributed to Indonesian Instagram users. Further, SEM and bootstrapping method are carried out to analyze the data in this study.
Findings – Celebrity’s attractiveness, brand attitude, brand credibility have a significant influence on consumers’ purchase intention. Three of the celebrity’s factors (attractiveness, expertise and trustworthiness) have a significant influence on brand attitude. Celebrity’s expertise has a significant effect towards brand credibility. The relationship between celebrity’s expertise and trustworthiness are fully mediated by brand attitude and brand credibility. Moreover, the relationship between celebrity’s attractiveness are partially mediated by brand attitude and brand credibility
Research Limitations - This research limits the respondents only in Indonesian Instagram users.
Practical implications - The findings of this research suggest several practical directions for marketers to use one of marketing way that is celebrity endorsement in Instagram. First, it helps to know what factors became basic consideration for consumers in purchasing products by an influence of celebrity endorsement. Secondly, it gives explanation and evidence to what extent does each variable influence purchase intention.
Originality/value – Limited studies have examined a general construct of purchase intention in Instagram. Studies conducted in different countries, with consumers group, and different social media are the used as the base for this study. Therefore, this study provides a better understanding about key factors that influence Indonesian consumers’ to purchase products by an influenced of celebrity endorsers in Instagram.
