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This study aimed to examine whether purchase intention based on online consumer analysis was higher than based on micro-celebrity endorsement on Instagram and whether purchase intention based on microcelebrity analysis was higher than based on micro-celebrity endorsement and online consumer review on Instagram. The celebrity studied in this study was micro-celebrity on Instagram that was a new phenomenon especially in Indonesia. This study used online experimental method between-subjects design where the endorser type was varied between three groups (micro-celebrity endorsement, online consumer review, micro-celebrity review). The participants of this study were 540 women Instagram user aged 18-25 years old. The result showed that the average score of purchase intention on online consumer review group was significantly higher than micro-celebrity endorsement, t(358) = -2,20. Meanwhile, average score of purchase intention on micro-celebrity review was not significantly higher than microcelebrity endorsement and online consumer review on Instagram t(537) = 0,86, p >.05 (1-tailed). Thus, we found that purchase intention based on online consumer review was higher than micro-celebrity endorsement. However, purchase intention based on micro-celebrity review was not higher than microcelebrity endorsement and online consumer review on Instagram. This result can be used as a basis for determining appropriate marketing strategy, especially on Instagram.

Choose Celebity or Common People? The Influence of Endorser Type on Instagram User's Purchase Intention