RUDY SONDANG SINAGA
04142435301
Dosen Pembimbing
Dr. Mamira Kurniawati S.E., M.Si.
ABSTRACT
This research aims at determining the influence of selebgram/celebgram’s (celebrity instagram) credibility on consumers’ purchase intention at Cafe Suoklat Surabaya. Any indicators of selebgram’s credibility are attractiveness, trustworthiness, and expertise. The combination of those three factors is expected to increase consumer’s purchase intention to visit cafe Suoklat.
There were two selebgrams chosen to promote food and beverage product at cafe Suoklat through instagram, i.e. Vicky Yuwono and Putri Kenasti. The data was collected by spreading questionnaire to 100 respondents, 50 men and 50 women by using a purposive sampling. Moreover, it was examined by using a discrimination test and multiple regression.
The results of this study show that there is no difference in credibility between Vicky Yuwono and Putri Kenasti. Attractiveness and trustworthiness have a significant influence on purchase intention while expertise variable has no significant influence on purchase intention.
Keywords : Credibility, Selebgram, Purchase Intention, Instagram.
