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This study aimed to examined the influence of types of celebrity endorsement and congruency celebrity with the product on purchase intention on Instagram users. This study were experimental online research with 2x2 factorial ANOVA between-subject design. Celebrity endorsement types (famous celebrity vs non famous celebrity) was varied, along with congruence between celebrity and product (higher vs lower congruency). Participants were 774 people aged 18-25 years who classified as the most Instagram users. Results showed that purchase intention score on famous celebrity was significantly higher than non famous celebrity. Meanwhile, congruency between celebrity and product did not significantly affect purchase intention. Therefore, it could be concluded that the type of celebrity endorsement affect purchase intention, while congruency between celebrity and product did not affect purchase intention. The implications of this research can be useful to help marketers choose the right type of celebrity endorsement in creating ads.

The Influence of Celebrity Endorsement Types and Congruency Celebrity with the Body Care Products on Instagram Users' Intention to Purchase