ABSTRACT
The purpose of this study is to analyze the effect of the attractiveness, power, and credibility of a celebgram endorser on brand image and its impact on purchase intention. This research was conducted by distributing questionnaires to 401 respondents in Indonesia who had made a purchase through Instagram for fashion products. This research uses Structural Equalization Modeling (SEM) method which has been tested beforehand for its validity and reliability. The conclusion obtained from the results of this analysis is that there is a significant relationship and influence of attractiveness and credibility directly or through brand image, but the power factor did not play a significant role.
