The Impact of Celebrity Endorsement by Social Influencer Celebgram on Purchase Intention of Generation Z in Fashion Industry
Adib Damara Satria1, Sarah Jatipuri2, Anggia Desvhi Hartanti3, Lim Sanny4

1Adib Damara Satria, BINUS Business School, Bina Nusantara University, Jakarta Pusat, Indonesia.
2Sarah Jatipuri, BINUS Business School, Bina Nusantara University, Jakarta Pusat, Indonesia.
3Anggia Desvhi Hartanti, BINUS Business School, Bina Nusantara University, Jakarta Pusat, Indonesia.
4Lim Sanny, BINUS Business School, Bina Nusantara University, Jakarta Pusat, Indonesia.
Manuscript received on 26 June 2019 | Revised Manuscript received on 09 July 2019 | Manuscript Published on 17 July 2019 | PP: 397-404 | Volume-8 Issue-2S July 2019 | Retrieval Number: B10580782S19/2019©BEIESP
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Abstract: Marketing trend has changed constantly in the modern age of social media. Thus, companies need to select, appropriate marketing tools for their goods and services. Influencers in social media, especially Instagram celebrities (celebgram) endorsement is commonly used by companies as they have an important role in promotion on social media. In the field of fashion and lifestyle, generation z is on the top among other generations who are interested in social media influencers. This study targets to evaluate the effect of the superstar variable authorization in Instagram or in Indonesia commonly called celebgram, on the purchase intention of generation z variable directly, and also with the mediating variable, attitude towards the brand and the advertisement. The sample in this study was taken online from generation z in Indonesia who used Instagram and had ever done online shopping fashion product on e-commerce or social commerce with a total of 165 respondents, and 154 respondents passed the screening. The authors have used non-probability sampling, using convenient sampling method and PLS analysis. HeHe outcomes of the research shows that the celeb glam endorsement has a, encouragingthe generation z’s buying intentions and their attitude towards advertisement and brands. It isrecognized that generation z’s attitudes towards advertising and brands also have impacts on their purchase intention. Celebgram endorser with higher credibility will create an even more positive impact on the generation z’s attitude toward the advertisement and brands, and finally, their purchase intention., The credibility of celebgram endorsers, includes trustworthiness and expertise. In this research, it is found that Indonesian generation z views trustworthiness more important than expertise. Another determinant of celebrity endorsement is attractiveness, which includes similarity, likeability, and familiarity. In this research, Indonesian generation z respondents placed similarity as the highest factor instead of the other.
Keywords: Celebgram Endorsement; Purchase Intention; Brand; Generation Z; Attitude towards the Advertisement.
Scope of the Article: Social Sciences