How Do Attitudes Toward Influencers Affect Purchase Intention and Engagement on Social Media?

In Indonesia, there are still some influencers who do not pay attention to their personality, attitude, and ethics, both for themselves and their followers, especially generation Z (aged 17 and above). They often spread inaccurate information and follow foreign trends, ignoring local culture. This study uses quantitative analysis with the SEM PLS.4 technique and primary data collected through questionnaires. The research population was Instagram users who follow the Wulandari Rayananda account, which has 30.1 thousand followers. Sampling was carried out using the purposive sampling method. The results of the study show that a positive ethical attitude from influencers affects the level of engagement and purchase interest of their followers. Therefore, influencers must have a positive ethical attitude in order to be good role models for their followers.