Instagram Purchase Intention - The influence of Celebrity Credibility Endorsement, Brand Image and Price. Case Study : Female Student of Andalas University

Dya, Dara Ayu Dinda (2019) Instagram Purchase Intention - The influence of Celebrity Credibility Endorsement, Brand Image and Price. Case Study : Female Student of Andalas University. Other thesis, Universitas Andalas.

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Abstract

This research aims to discuss the influence of Celebrity Instagram Credibility Endorsement (Attractiveness, Trustworthiness, Expertise), Brand Image and Price on Purchase Intention to a cosmetics product. Celebrity endorsement become one of the marketing communication tools to promote a product and direclty influence the customer’s purchase intention. The sample is 140 Samples and using Accidental Technique sampling with the Population of Female Andalas University who still attend lecture class, have an instagram account and have seen a Celebrity Instagram reviewing a cosmetcics product in Instagram. Questionnaire was utilized in gathering information from the respondent and were analyzed using the SPSS 17.0 version. Result of this Research showed that Brand Image has a significant influence on purchase intention, Price has a Significant influence on Purchase Intention, and only dimension of Expertise has a significant influence on purchase intention, while the Attractiveness and Trustworthiness dimension has no Significant Influence on Purchase Intention. Keywords: Instagram, Credibility Endorsement, Attractiveness, Trustworthiness, Expertise, Brand Image, Price, Consumer Behavior, Purchae Intention

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