THE INFLUENCE OF INDONESIA’S SOCIAL MEDIA CELEBRITY ENDORSEMENT AND CONSUMER ATTITUDES ON PURCHASE INTENTION

Abstract

Purpose This study is conducted to determine the effect of moral reputation on social media celebrity endorsement to customer purchase intention in Indonesia millennials due to phenomenon that happened lately regarding Indonesian social media celebrity that shows negative moral reputation that may influence costumer purchase intention and the firm endorser. On this study, the researcher use quantitative method. The researcher focus on Karin Novilda as social media celebrity that often get an endorsement. To analyze the data the researcher use validity test and Cronbach’s Alpha to test the reliability. Findings This research is using quantitative research method. Researcher used 200 respondents in 2017. The respondents are Millennial, which is familiar to social media phenomena and social commerce. Design This research is using quantitative research method. Researcher used 200 respondents in 2017. The respondents are Millennial, which is familiar to social media phenomena and social commerce. In this research the researcher use validity testing to test the validity of the data and Cronbach’s Alpha to measure the reliability. Value Even though Millennial social media celebrity are endorsed by local entrepreneurs or probably small medium enterprises, still the celebrity had to maintain his or her moral reputation. Findings By conducting this study, the researcher can prove that moral reputation and consumer’s attitude have influence towards purchase intention.