<![CDATA[Ananda Juang is a young entrepreneur who is also widely recognized as an Instagram celebrity, often referred to as a selebgram. With approximately 26,000 followers, Ananda actively utilizes his personal Instagram account to upload promotional and endorsement content in the form of videos. In addition to promoting food and clothing products, Ananda also endorses various places and services through uploaded content aimed at attracting the interest of his followers. To explain the issue under study, this research formulates how Ananda Juang applies persuasive communication through Instagram endorsements to increase purchase intention. The purpose of this study is to determine the patterns of persuasive endorsement communication on Instagram in enhancing consumer purchase intention and to examine the extent to which persuasive communication can influence consumer buying interest. This research employs the AIDA theory (Attention, Interest, Desire, and Action) proposed by Elias St. Elmo Lewis. Data collection methods include observation, interviews, and documentation on the Instagram account @anandajuang10. The findings, based on the AIDA theory, reveal that marketing strategies through Instagram endorsements are an appropriate choice for introducing a product to the public, as they can reach a broader audience. Furthermore, the close relationship established between a selebgram and their followers fosters trust among the audience, making it easier to gain interest in the promoted products. Keywords: Persuasive communication, endorsement, Instagram, purchase intention]]>
