Modeling Endorser and Brand Credibility on E-commerce Purchase Intention

In Indonesia’s dynamic e-commerce sector, celebrity endorsers are pivotal in shaping consumer behavior and enhancing brand visibility, making it a compelling but underexplored context for digital marketing research. This study aims to model the interplay between an endorser’s credibility and the brand’s credibility in influencing online consumers’ purchase intentions. The research focuses on Indonesian online shoppers, examining how their attitudes are shaped by endorsements. Adopting a quantitative approach, data were collected from 248 respondents through a purposive sampling strategy using an online survey, and the collected data were analyzed using Structural Equation Modeling (SEM) with WarpPLS 8.0 software. The results reveal a strong, positive relationship between endorser credibility and brand credibility, which in turn drives purchase intention. Five of six proposed hypotheses were supported. Notably, the path from attitude toward brand credibility to purchase intention was not supported, indicating that while credibility effectively shapes consumer perception, it may not directly translate into purchase behavior without other motivational factors. The findings provide critical insights for marketers, confirming that the strategic selection of endorsers who possess authenticity and trustworthiness is essential for enhancing brand trust and fostering consumer engagement. This study contributes to digital marketing literature by emphasizing the strategic value of credible endorsements in building brand preference and driving consumer purchasing decisions in competitive online markets.