Copyright © 2019, ISSN: 2407-5434; EISSN: 2407-7321 107 Accredited SINTA 2 by Ministry of RTHE Number 30/E/KPT/2018 Indonesian Journal of Business and Entrepreneurship, Vol. 5 No. 2, May 2019 Permalink/DOI: http://dx.doi.org/10.17358/IJBE.5.2.107 Available online at http://journal.ipb.ac.id/index.php/ijbe 1 Corresponding author: Email: saputrar1985@gmail.com EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENTS ON THE ATTITUDES AND PURCHASING INTENTION IN INSTAGRAM Ragil Asma Saputra *)1 , Budi Suharjo **) , and Dadang Sukandar ***) *) School of Business, Bogor Agricultural University Jl. Pajajaran, Bogor 16151 **) Department of Mathematics, Faculty of Mathematics and Natural Sciences, Bogor Agricultural University Jl. Meranti, Campus IPB Dramaga Bogor 16680 ***) Department of Nutrition Science, Faculty of Human Ecology, IPB University Jl. Lingkar Akademik, Campus IPB Dramaga Bogor 16680 Abstract: The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI) in single and multiple celebrity endorsement formats. Questionnaires were administered on a sample of 79 respondents. The data were analyzed using proportion test and Structural Equation Modeling analysis. The results suggest there were no signifcant differences in consumer perceptions and attitudes in single and multiple celebrity endorsements. Credible celebrities were proven to have direct effects on positive attitude towards endorsements and purchase intention, but the impacts were inconsistent in infucencing the attitude towards brands. Keywords: celebrity credibility, celebrity endorsement, consumer attitudes, purchase intention Abstrak: Penggunaan selebriti oleh perusahaan menjadi cara yang popular untuk suatu endorsement. Studi ini ingin mengetahui ada tidaknya perbedaan pengaruh kredibilitas selebriti pada sikap terhadap endorsement (AAD), merek (AB), dan minat pembelian (PI). Kuesioner diberikan pada 157 responden. Data dianalisis dengan menggunakan uji proporsi dan analisis Structural Equation Modeling. Hasilnya menunjukkan tidak ada perbedaan yang signifkan dalam persepsi dan sikap konsumen ketika mengevaluasi endorsement yang hanya menampilkan satu selebriti dan beberapa selebriti. Selebriti yang kredibel terbukti memiliki efek langsung pada sikap positif terhadap dukungan dan niat beli, tetapi pengaruhnya tidak konsisten pada sikap terhadap merek. Kata kunci: kredibilitas selebriti, endorsement selebriti, sikap konsumen, minat pembelian