The Influence of Brand Image and Celebrity Endorsement in Purchase Intention of Adolescent Girls Using Instagram

Abstract

Companies can use marketing strategies to attract consumers' purchase intentions. The strategies carried out by the company include through, products, brands or using celebrity endorsements. This study uses a 2 x 2 factorial design, which consists of two independent variables, namely the image of well-known and unknown brands as well as famous and unknown celebrity endorsements and one dependent variable, namely purchase intention. The research object was 100 female students who were randomly divided into 4 groups with the same number of samples in each group. Data were analyzed by Two Way ANOVA method. The results showed that there were differences in purchase intentions based on the image of well-known and unknown brands on Instagram social media users. Adolescent girls have a higher purchase intention on a well-known brand image than an unknown brand image, as well as a higher purchase intention if they use a well-known celebrity endorsement compared to an unknown celebrity endorsement. There is no interaction of brand image with celebrity endorsement, in determining purchase intention of adolescent girls using Instagram social media.