Pengaruh Consumers’ Attitude of Endorser Credibility terhadap Purchase Intention pada Pengguna Media Sosial Instagram yang Dimediasi Oleh Brand Credibility ( Studi Empiris : Smartphone Vivo dan Afgan Syahreza sebagai Celebrity Endorser

This study aims to analyze the effect of consumers' attitude of endorser credibility on purchase intention mediated by brand credibility on Instagram social media users as the empirical study of smartphones Vivo and Afgan Syahreza as celebrity endorsers. Types and sources of data in this study are quantitative data which are primary data obtained from the questionnaire. The sample of this study is Instagram social media users with certain criteria who view vivo smartphone advertisements with Afgan Syahreza as their celebrity endorsement. The sample in this study were 99 respondents. Data collection techniques used in this study are purposive sampling techniques by distributing questionnaires online using Google form. Based on the results of research the influence of consumers' attitude of endorser credibility on purchase itention mediated by brand credibility as follows Consumers' attitude of endorser credibility has a significant positive effect on brand credibility, brand credibility has a significant positive effect on purchase intention, brand credibility is able to mediate significantly positive between consumers' attitude of endorser credibility to purchase intention