The Effect of Influencer and Endorsement Content on Consumer Purchase Intention

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.