THE INFLUENCE OF VISIBILITY, CREDIBILITY, ATTRACTIVENESS, AND POWER OF CELEBRITY ENDORSER TOWARDS GEN Z PURCHASE INTENTION WITH BRAND IMAGE AS AN INTERVENING VARIABLE

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.