The Influence of Celebrity Endorsers on Purchase Intention of Instagram Social Media Users

Okta Gabriel Mamahit (Sam Ratulangi University)
David P. E. Saerang (Sam Ratulangi University)
Shinta J. C. Wangke (Sam Ratulangi University)

JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)

This study aims to determine the effect of attractiveness,  trustworthiness, and  expertise possessed by celebrity endorsers on the purchase intention of Instagram social media users partially and simultaneously, data were collected through a questionnaire method with a population of 400 and by using the slovin formula, 80 samples were obtained. Based on the results of the analysis found that the three Attractiveness, trustworthiness, and expertise factors have a positive and significant influence on the purchase intention of Instagram social media users.