Factors Affecting Celebrity Endorsement on Purchase Intention Through Instagram Fashion Online Shop: An Indonesian Perspective

The objective of this study is to examine the relationships of credibility, source of attractiveness, and product congruence toward purchase intention on Instagram's on line fashion shop in Indonesia. We surveyed 214 respondents through a purposive sampling method. We conducted an online survey on a 5-point Likert scale. The result was analysed using multiple linear regression to explain the relationship between a dependent variable, purchase intention, and independent variables, credibility, attractiveness, and product congruence. The result finds that all variables (credibility, attractiveness, and product congruence) have positive relationships toward purchase intention. The findings also show that only product congruence has no significant impact on purchasing intention.