Exploring the Impact of Celebrity Endorsements on The Attitudes And Purchasing Intention in Instagram

  • Ragil Asma Saputra School of Business, Bogor Agricultural University Jl. Pajajaran, Bogor 16151
  • Budi Suharjo Department of Mathematics, Faculty of Mathematics and Natural Sciences, Bogor Agricultural University Jl. Meranti, Campus IPB Dramaga Bogor 16680
  • Dadang Sukandar Department of Nutrition Science, Faculty of Human Ecology, IPB University Jl. Lingkar Akademik, Campus IPB Dramaga Bogor 16680

Abstract

The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI) in single and multiple celebrity endorsement formats. Questionnaires were administered on a sample of 79 respondents. The data were analyzed using proportion test and Structural Equation Modeling analysis. The results suggest there were no significant differences in consumer perceptions and attitudes in single and multiple celebrity endorsements. Credible celebrities were proven to have direct effects on positive attitude towards endorsements and purchase intention, but the impacts were inconsistent in influcencing the attitude towards brands.

Keywords: celebrity credibility, celebrity endorsement, consumer attitudes, purchase intention

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Published
2019-05-26
How to Cite
Saputra, R. A., Suharjo, B., & Sukandar, D. (2019). Exploring the Impact of Celebrity Endorsements on The Attitudes And Purchasing Intention in Instagram. Indonesian Journal of Business and Entrepreneurship (IJBE), 5(2), 107. https://doi.org/10.17358/ijbe.5.2.107