CONSUMER ATTITUDE TOWARDS PURCHASE INTENTION OF BEAUTY INFLUENCER IN INSTAGRAM

Abstract

Purpose – The purpose of this study is to investigate the factors of Entertainment, Informativeness, Irritation, Expertise, Trustworthiness, and Attractiveness towards Attitudes and Purchase Intention in the context of video endorsement of beauty influencer in Instagram. Design/Methodology/Approach – The researcher used an online survey as the instrument and distributed to people who had been ever watch video endorsement of beauty influencer in Instagram. The study sample consist of 273 respondents of Indonesian aged between 18-37 years old. Findings – The findings indicate that Entertainment, Informativeness, Expertise, Trustworthiness, and Attractiveness has positive influences on Attitudes and Purchase Intention, while Irritation has no significant influences on Attitudes. Originality/Value – This study provides a comprehensive model for online video advertisement and also adding other variables the dimension of credibility which are Expertise, Trsuworthiness, and Attractivenesss