Syntax Idea
Vol 3 No 8 (2021): Syntax Idea

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)

Article Info

Publish Date
20 Aug 2021

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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Journal Info
Syntax Idea
Website

Abbrev

syntax-idea

Publisher

Ridwan Institute

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT

Description

Syntax Idea. Jurnal Ilmiah Indonesia adalah jurnal yang diterbitkan oleh Ridwan Institute. Syntax Idea akan menerbitkan artikel-artikel ilmiah dalam cakupan bidang ilmu umum. Artikel yang dimuat adalah artikel hasil penelitian, kajian atau telaah ilmiah kritis dan komprehensif atas isu penting dan ...