Abstract
ABSTRACT Social media influencers have become more popular in endorsing a product and it has become a common tactic in marketing strategy to the current advertising field. Most of the company start to switch from using celebrity endorser to social media influencer as their endorser. Promotional marketing has been a chain of cycle used by companies to promote their products. To do that, most companies use endorser as a medium to promote their product and influencing the consumer purchase decision. Celebrity endorser is the most popular type of endorser that affects youth purchase decision. However, nowadays the emergence of social media influencer has also played a role in influencing the youth purchase decision. Therefore, this research has been run to identify which endorser has more influence on youth purchase decision based on endorser characteristics namely attractive, expertise, likeability, meaningful and trustworthy. 400 survey questionnaires have been distributed to the youth age between 18-25 years old. The findings indicate that social media influencer makes the highest influence on youth purchase decision with likeability characteristic has the highest contribution in influencing the youth purchase decision. Keywords: endorser, social media influencer, celebrity endorser, youth purchase decision, influence
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