The Influence of User Generated Content and Celebrity Endorsement on Online Purchase Decisions of Instagram Followers in the Local Fashion Brand Industry

This study examines the impact of user-generated content and celebrity endorsements on Instagram followers' online purchase decisions in the local fashion brand industry. Using a descriptive and verification research design with a quantitative approach, the study surveyed 349 respondents out of a population of 4,367,000, selected through simple random sampling. Data analysis was conducted using the Structural Equation Modeling (SEM) method. The results indicate that both user-generated content and celebrity endorsements positively and significantly influence online purchase decisions, as evidenced by critical ratio values exceeding the threshold. This suggests that the more attention companies give to these factors, the more likely they are to enhance consumer purchase decisions. Among user-generated content factors, brand sentiment has the strongest influence, while informing has the least. For celebrity endorsements, expertise plays the largest role, whereas attractiveness contributes the least to purchase decisions.