The Effect of Influencer and Endorsement Content on  Consumer Purchase Intention

Rizky Amellia Octaviani; Arif Hartono

doi:10.9734/jemt/2023/v29i71107

Research Article Open access CC BY 4.0

The Effect of Influencer and Endorsement Content on Consumer Purchase Intention

Rizky Amellia Octaviani, Arif Hartono

Journal of Economics, Management and Trade · pp. 83–97 · Published 16 May 2023

10.9734/jemt/2023/v29i71107

Abstract

Aims: This study aims to analyze the effect of advertising attributes from influencer’s endorsement content, such as credibility, infotainment, and irritation towards advertising value, which ultimately affect consumer purchase intentions on Instagram. Place and Duration of Study: This study was conducted in Indonesia, with no specific regional criteria in determining the respondents, from December 2022 to March 2023. Design/ Methodology: This study uses a quantitative approach using a convenience sampling technique. The sampling method was conducted by distributing online questionnaires to 180 respondents considered according to predetermined criteria: aged 16 & over and followers of influencers. This research was processed using PLS-SEM (SmartPLS) applications. Results: The empirical findings show that credibility and infotainment in influencer’s endorsement content significantly affect advertising value and consumer purchase intentions. However, the research results did not find a negative effect of irritation on advertising value.

Influencer endorsement Instagram credibility infotainment irritation advertising value purchase intention

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Rizky Amellia Octaviani, Arif Hartono (2023). The Effect of Influencer and Endorsement Content on Consumer Purchase Intention. Journal of Economics, Management and Trade , 83–97. https://doi.org/10.9734/jemt/2023/v29i71107

Affiliations

Rizky Amellia Octaviani — Department of Management, Faculty of Business and Economics, Islamic University of Indonesia, Indonesia.
Arif Hartono — Department of Management, Faculty of Business and Economics, Islamic University of Indonesia, Indonesia.

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