Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017)

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The Influence of Celebrity Endorsement Types and Congruency Celebrity with the Body Care Products on Instagram Users' Intention to Purchase

Authors
Ratu Laila, Bertina Sjabadhyni
Corresponding Author
Ratu Laila
Available Online July 2018.
DOI
10.2991/uipsur-17.2018.28How to use a DOI?
Keywords
celebrity endorsement type, congruency celebrity with the product, Instagram, online experiment, purchase intention
Abstract

This study aimed to examine the influence of types of celebrity endorsement and congruency celebrity with the product on purchase intention on Instagram users. This study was experimental online research with 2x2 factorial ANOVA between-subject design. Celebrity endorsement types (famous celebrity vs. non-famous celebrity) was varied, along with congruence between celebrity and product (higher vs. lower congruency). Participants were 774 people aged 18-25 years who classified as the most Instagram users. Results showed that purchase intention score on famous celebrity was significantly higher than non-famous celebrity. Meanwhile, congruency between celebrity and product did not significantly affect purchase intention. Therefore, it could be concluded that the type of celebrity endorsement affects purchase intention, while congruency between celebrity and product did not affect purchase intention. The implications of this research can be useful to help marketers choose the right type of celebrity endorsement in creating ads.

Copyright
© 2018, 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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Volume Title
Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
978-94-6252-541-2
ISSN
2352-5398
DOI
10.2991/uipsur-17.2018.28How to use a DOI?
Copyright
© 2018, 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/).

Cite this article

risenwbib
TY  - CONF
AU  - Ratu Laila
AU  - Bertina Sjabadhyni
PY  - 2018/07
DA  - 2018/07
TI  - The Influence of Celebrity Endorsement Types and Congruency Celebrity with the Body Care Products on Instagram Users' Intention to Purchase
BT  - Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017)
PB  - Atlantis Press
SP  - 190
EP  - 196
SN  - 2352-5398
UR  - https://doi.org/10.2991/uipsur-17.2018.28
DO  - 10.2991/uipsur-17.2018.28
ID  - Laila2018/07
ER  -