Attractiveness, Trustworthiness and Purchase Intention in Social Media Instagram: The Moderating Role of The Number of Followers

  • Dewi Tamara Business School Master Program Bina Nusantara University, Jakarta, Indonesia
  • Rudy Rafly Business School Master Program, Bina Nusantara University, Jakarta, Indonesia
  • Arimbi Mersi Business School Master Program Bina Nusantara University, Jakarta, Indonesia

Abstract

This study examines the influence of influencers' credibility on purchase intention on Instagram. The framework in this study includes attractiveness and trustworthiness as an indicator of influencer credibility and independent variables, number of followers as moderator, and purchase intention as dependent variable. Respondents in this study were 200 Instagram users in Indonesia who had done via Instagram. The results show that attractiveness and trust have a positive effect on purchase intention. And, the number of followers moderates the relationship between attractiveness to purchase intention and trustworthiness to purchase intention. In addition, the results of this study also prove that the number of followers has a direct influence on purchase intention. This study contributes to the product endorsement literature, how an influencer can increase the purchase intention of a consumer on Instagram social media.

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Published
2021-08-20
How to Cite
TAMARA, Dewi; RAFLY, Rudy; MERSI, Arimbi. Attractiveness, Trustworthiness and Purchase Intention in Social Media Instagram: The Moderating Role of The Number of Followers. Syntax Idea, [S.l.], v. 3, n. 8, p. 1824-1833, aug. 2021. ISSN 2684-883X. Available at: <https://jurnal.syntax-idea.co.id/index.php/syntax-idea/article/view/1453>. Date accessed: 16 sep. 2021. doi: https://doi.org/10.36418/syntax-idea.v3i8.1453.
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Articles