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

Choose Celebity or Common People? The Influence of Endorser Type on Instagram User's Purchase Intention

Authors
Virginia Vionasafira, Bertina Sjabadhyni
Corresponding Author
Virginia Vionasafira
Available Online July 2018.
DOI
10.2991/uipsur-17.2018.27How to use a DOI?
Keywords
coping, impression management, job insecurity, problem-focused coping, transactional stress theory
Abstract

The aims of this study were to examine whether purchase intention based on online consumer review was higher than based on micro-celebrity endorsement on Instagram and whether purchase intention based on micro-celebrity review was higher than based on micro-celebrity endorsement and online consumer review on Instagram. The celebrity studied in this study was micro-celebrity on Instagram that was a new phenomenon especially in Indonesia. This study used online experimental method between-subjects design where the endorser type was varied between three groups (micro-celebrity endorsement, online consumer review, micro-celebrity review). The participants of this study were 540 women Instagram user aged 18-25 years old. The result showed that the average score of purchase intention on online consumer review group was significantly higher than micro-celebrity endorsement, t(358) = -2,20 and average score of purchase intention on micro-celebrity review was not significantly higher than micro-celebrity endorsement and online consumer review on Instagram t(537) = 0,86, p >.05 (1-tailed). Thus, we found that purchase intention based on online consumer review was higher than micro-celebrity endorsement. However, purchase intention based on micro-celebrity review was not higher than micro-celebrity endorsement and online consumer review on Instagram. This result can be used as a basis for determining appropriate marketing strategy, especially on Instagram.

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
10.2991/uipsur-17.2018.27
ISSN
2352-5398
DOI
10.2991/uipsur-17.2018.27How 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

TY  - CONF
AU  - Virginia Vionasafira
AU  - Bertina Sjabadhyni
PY  - 2018/07
DA  - 2018/07
TI  - Choose Celebity or Common People? The Influence of Endorser Type on Instagram User's Purchase Intention
BT  - Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017)
PB  - Atlantis Press
SP  - 182
EP  - 189
SN  - 2352-5398
UR  - https://doi.org/10.2991/uipsur-17.2018.27
DO  - 10.2991/uipsur-17.2018.27
ID  - Vionasafira2018/07
ER  -