ABSTRACT
The number of social media users in Indonesia is increasing every year. According to e-Marketer market research institutes, in 2017 there were approximately 82 million people in Indonesia who used social media at least once a month. This number increased from the number of 72.3 million users in 2015. That means more than one third of the Indonesian people are people who are fond of using social media. One of the popular online social media applications today is Instagram. Instagram is the most used social networking app (82%), followed by Facebook (66%) and Path (49%). The increasing users of Instagram applications create new trends of credible endorsers triggering a brand purchase intention. The purpose of this study was to analyze the influence of endorser credibility and other factors on the purchase intention on Instagram. Other factors were brand credibility and brand equity. This study used a quantitative online survey approach. There were 211 respondents, who were active in using social media, particularly, Instagram, and who knew the Indonesian artist named Raffi Ahmad, who is used as a case study to analyze the hypotheses. The data testing technique used is SEM AMOS. The results showed that brand credibility and brand equity positively affected the purchase intention; brand credibility positively affected brand equity; and endorser credibility positively affected brand credibility, while the endorser credibility didn’t affect brand equity and the purchase intention.
