The Effectiveness of Foodgram Account Endorser Credibility on Purchase Decisions
Agus Sudono, Hari Mulyadi, Chairul Furqon, Dinda Farissa Faatin, Armandha Redo Pratama

Universitas Pendidikan Indonesia

Abstract

This study aims to measure the effectiveness of the endorser^s credibility on consumer purchasing decisions on the Instagram influencer account @kulinerbandung. The research method used is descriptive and verified with quantitative research. One hundred respondents became the research sample. Respondent data was collected by communicating online through the Instagram application to fill out a questionnaire. Data from online observations of the profiles and characteristics of social media accounts managed and affiliated with the @kulinerbandung account are also used. The analysis technique used is linear regression analysis and t-test with SPSS application testing. The factors identified as indicators of endorser credibility variables are attractiveness, trustworthiness, and expertise. The results showed that the endorser^s credibility had an effect of 67.73% on purchasing decisions, and the indicator of trustworthiness was the factor with the most substantial influence.

Keywords: Credibility, Endorser, Purchase decision

Topic: Strategic Management, Entrepreneurship and Contemporary Issues