The Influence of Celebrity Endorsement on Purchase Intention of Unagi Kurofune

Abstract

This study aims to analyze the influence of Raditya Dika on purchase intention toward Unagi Kurofune. This research examines the effects of Raditya Dika’s trustworthiness, attractiveness, and expertise on his credibility, as well as the effects on credibility and congruence on the purchase intention of Unagi Kurofune among viewers of Raditya Dika’s podcast in Jakarta. Data collection was conducted through the distribution of questionnaires and analyzed using SPSS 25 to test validity and reliability, as well as AMOS 23 to perform Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Based on the data collected from 150 participants, the result indicate that four of the five tested hypotheses are supported, namely credibility has a positive effect on purchase intention, congruence has a positive effect on purchase intention, trustworthiness has a positive effect on credibility, and expertise has a positive effect on credibility and one hypothesis are not supported, namely attractiveness does not have a positive effect on credibility.