Kembali | Vol 7, No 1 (2018)
Article
Kartika Eka Wulandari dan Haryanto
Abstract
This study aims to determine consumers’ intention to buy who follows account of veil’s Instagram celebrity. Independent variables are source credibility, source Attractiveness, and quality argument. Dependent variable of this study is intention to buy and intervening variable is attitude toward endorser. The data collected through questionnaires distributed to respondents. The sample for this study amounted to 126 by using purposive sampling technique. Method used in this study is Structural Equation Model (SEM). Tests conducted on the study include instrument test, model test and hypothesis testing. The test tool used is SmartPLS3. The Result shows that credibility and Attractiveness of Instagram Celebrity have positive effect on attitude toward endorser, then attitude toward endorser have positive effect on intenion to buy. Limitations of this study are only focus on Instagram and dominated by students so it cannot be generalized in the age category and educational background as a whole, then further research is expected to complement the existing deficiencies in this study.
Keywords
Celebrity endorser, intention to buy, quality of cource argument, source credibiity, source attraction
