Impact of visibility, credibility, power, and attractiveness toward purchase intention to use sbyfoodie which is promoted in the city of Surabaya

Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people. Such advertising connects with a lot more people than what conventional advertising can, because people will remember celebrities, famous personalities, and role models even from a vast clutter of noise, people or products. The invention of the internet and social media has made the ability to spread of information easier. This quantitative study intends to tests the factors that affect an online endorser of can influence potential customers to purchase products there. The independent variables that are used in this study are Visibility, Credibility, Power, and Attractiveness which affect the dependent variable of Purchase Intention. The object of this study is the online endorser sbyfoodie that uses Instagram as its main platform. The samples that are used in the study are 89 respondents that were chosen by random sampling. The data source is obtained through questionnaires. The analysis technique used is multiple linear regressions. The results of this study will show which of the major variables that influence a customer’s purchase intention. With these results, find ways to make online endorsement much more effective