Abstrak

Instagram gets more and more users every month, especially in Indonesia, as the biggest Instagram user in the Asia Pacific. At the same time, many celebrity brands have sprung up in various fields of business, including culinary. Seeing the dynamic development of social media, celebrity brands focus their strategy on marketing on social media, especially Instagram. There is a large market potential for Instagram users because Instagram is considered as a means to establish more direct and intimate communication with consumers.
The purpose of this study is to empirically examine a theory-based model of the process of consumer purchase intention towards celebrities’ brands on Instagram that is influenced by several factors, including digital content and celebrity attributes. The study also highlights the role of consumers’ attitude and engagement with the brands on social media.
Using a set of an online questionnaire as the measurement tool, the researchers investigate the proposed model and related hypotheses. Data of 500 samples were collected and analyzed with structural equation modeling. The result revealed that celebrity attribute is the most substantial factor in influencing purchase intentions. In contrast, the direct effect of digital content on purchase intentions is found to be insignificant. Consumer attitude is proven to fully mediate the relationship between digital content and purchase intention, but only provide partial mediating effect between celebrity attributes and purchase intention. Brand engagement on Instagram is only proven to strengthen the influence of celebrity attributes on purchase intentions and is not proven to moderate the effect of digital content on the intention.

Keywords: Celebritys Brand, Social Media Marketing, Instagram, Brand Engagement, Purchase Intention