Instagram Ads and Celebrity Endorsement Analysis on Purchase Intention of Eco-Friendly Fashion

Abstract

Along with the increasing public awareness of the environment in Indonesia, eco-friendly fashion trends have begun to penetrate local products in recent years. Industries that produce eco-friendly fashion currently use Instagram as a promotional medium to increase their product exposure. In addition to using Instagram Ads in promoting products to consumers, companies currently widely use Celebrity Endorsements as another method to promote their products. This study aims to reveal the effect of Instagram Ads and Celebrity Endorsements on Consumer Purchase Intention in Eco-Friendly Fashion Products. This research uses quantitative methods. Data is obtained through questioner from 150 respondents with purposive sampling technique. To analyze the data, we use the Multiple Linear Regression method with the classical assumption test. The results showed a positive influence between Instagram Ads and Celebrity Endorsement on consumer purchase intention of Eco-friendly fashion products.

Pengenalan Digital Marketing Bagi Siswa PKBM Kartika di Kecamatan Pengadegan Kabupaten Purbalingga

“…Penggunaan Instagram Ads dapat meningkatkan interaksi tersebut bagi respon konsumen dan pemahaman product knowledge yang lebih baik mengenai pengaruh interaktivitasnya dapat memberikan keunggulan kompetitif (Kim et al, 2023). Instagram Ads dapat mampu meningkatkan penjualan produkproduk lokal di Indonesia, dan dengan penambahan endorse dari kalangan selebritas akan lebih optimal dalam penggunannya (Zaelani & Chaldun, 2021). Informasi yang informatif dan kredibel dalam sebuah iklan pada Instagram Ads dapat meningkatkan ketertarikan dan nilai iklan bagi audiens, dan dapat memengaruhi niat beli konsumen (Christianto, 2023).…”