THE EFFECT OF CELEBRITY ENDORSEMENT VIA PERCEIVED VALUE TO PURCHASE INTENTION ON INSTAGRAM

Abstract

The purpose of this research is to analyze the effect of celebrity endorsement to perceived value on Instagram and to analyze the effect of perceived value to purchase intention on Instagram. The method used in this research was cross sectional design. The data obtained was processed using quantitative approach and carried out by online survey methods to respondents. Data obtained were processed using SEM (Structural Equation Modeling) through AMOS 22 software. The finding revealed celebrity endorsement influenced significantly positive to perceived value [t count (9.22) > t table (1.96)] and perceived value influenced significantly positive to purchase intention [t count (10.48) > t table (1.96)].