Abstract
Celebrity endorsers influence celebrity endorsers who wear the hijab on a person's purchase intentions. A total of 91 respondents were taken in this study, all of whom had seen celebrity endorsers wearing hijabs advertising products/services on Instagram social media. SmartPLS software version 2.0.M3 was using, and research shows a significant influence of trustworthiness, attractiveness, and expertise on one's purchasing intentions. The T-statistic value of all dimensions of the celebrity endorser variable towards purchase intentions is more significant than 1.96, by 3.213, 3.121, and 2.832, respectively.Keywords: celebrity endorsers, hijab, purchase intentions.
Highlights
Internet media, which is widely used by the world community as a choice to help with most of their activities, is a sign that we have entered the era of the Industrial Revolution 4.0
Social media types include social networks, online communities, blog sites, and social bookmarking. Among these social media types, social networks are the type of social media most commonly known to the public and the most widely used (Pengertian Media Sosial Secara Umum, Fungsi, Tujuan, Jenis Sosmed, 2019)
This study aims to determine the effect of celebrity endorsers wearing endorser variable uses three dimensions: trustworthiness, attractiveness, and expertise, which will test to influence the purchase intention variable
Summary
Internet media, which is widely used by the world community as a choice to help with most of their activities, is a sign that we have entered the era of the Industrial Revolution 4.0. In 2019, Indonesia occupied the fourth position in the world after the United States, Brazil, and India for the number of Instagram users with a total number of 56 million or 20.97 per cent of the total population Indonesia (Mudassir, 2019) It proved that the Indonesian people had followed changes in cyber technology, especially in their teens. Devi (@gitasav), which has 920 thousand followers, received several endorsements in fashion products ranging from the hijab, outfits, cosmetics, reach followers who are their marketing targets and maximizes their marketing objectives It happens because promotions carried out by a role model will be more trusted and can be accepted voluntarily by their followers. Celebrity Instagram can act as a product influencer product and endorser for entrepreneurs/marketers, and they reinforce the role and influence of this hijab Instagram celebrity as an endorsement
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