Abstract:
Developing business fashion with the upgrade of digital promotions on Instagram
in Indonesia has caused many media promoters such as celebrity endorsers. This
research used a quantitative method using SmartPLS 3.3 with the Partial Least
Square Equation Model approach to analyze the data. The result indicates that two
variables which are Credibility (X2) and Power (X4) of celebrity endorsers, showed
a significant positive influence on Brand Image (Y) and Purchase Intention (Z) of
gen Z in terms of fashion product promoted on Instagram. While two of them,
namely Visibility (X1) and Attractiveness (X3), show the insignificant influence on
brand image and purchase intention, it states that four hypotheses are
rejected. Hence, the greater the credibility and the power of celebrity endorsers, the
more significant influence on the brand image and purchase intention.
