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
DOI: https://doi.org/10.46799/syntax-idea.v3i8.1453
Keywords: social media influencer, source credibility, number of follower, purchase intention, instagram

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.

Downloads

Download data is not yet available.
Published
2021-08-20
Issue
Vol 3 No 8 (2021): Syntax Idea
Section
Articles

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.