The Effectiveness of Celebrity Endorsement in Instagram for Local Food Brand on Indonesia’s Customers Attitude Towards Brand and Purchase Intention

DOI

10.2991/assehr.k.210304.119How to use a DOI?

Keywords

Celebrity Endorsement, Instagram, Local Food Brand, Customer

Abstract

The purpose of this research is to examine the factors that affect purchase intention toward local food brand in Indonesia mediated by attitude towards brand. Meanwhile, the independent variable in this research is celebrity endorsement with sub-dimensions of expertise, trustworthiness, attractiveness, likability, personality, and familiarity also added with similarity and celebrity match-up congruence with the brand/product. A quantitative research is conducted by distributing an online questionnaire which consists of 50 statements. There were 217 respondents, chosen by using snowball sampling. A validity and reliability test were conducted by using statistical software, as well as model-fit, hypothesis testing and R-Square were analyzed by Structural Equation Model (SEM) analysis. The result shows that celebrity attractiveness, celebrity personality and celebrity match-up congruence with the brand have a significant effect on attitude towards brand. It is also found that celebrity similarity and attitude towards brand have a significant effect on purchase intention of local food brand in Indonesia. Meanwhile celebrity expertise, celebrity trustworthiness and celebrity familiarity do not have a significant influence on attitude towards brand and purchase intention. Furthermore, it is found that celebrity attractiveness, celebrity personality and celebrity match-up congruence don’t have a significant effect on purchase intention. In addition, celebrity similarity is found to have no significant effect on attitude towards brand.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Farida Komalasari
AU  - Kristie Liliani
PY  - 2021
DA  - 2021/03/08
TI  - The Effectiveness of Celebrity Endorsement in Instagram for Local Food Brand on Indonesia’s Customers Attitude Towards Brand and Purchase Intention
BT  - Proceedings of the 1st Paris Van Java International Seminar on Health, Economics, Social Science and Humanities (PVJ-ISHESSH 2020)
PB  - Atlantis Press
SP  - 525
EP  - 532
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210304.119
DO  - 10.2991/assehr.k.210304.119
ID  - Komalasari2021
ER  -