This study aims to examine the impact of endorser credibility and social media engagement behavior on purchase intention towards local Indonesian footwear brands, focusing on sneaker shoes. This research method is quantitative by using questionnaires and a software application named SmartPLS. This research was conducted through Google form with a sample of 120 followers of the three Indonesian Instagram influencers. The method used in this research is non-probability sampling with convenience sampling techniques. This study shows that endorser credibility has a significant positive relationship with social media engagement behavior toward Indonesian sneaker footwear brands. Further, this study also finds that social media engagement behavior has a significant positive relationship with purchase intention toward Indonesian sneaker footwear brands.
The Impact of Endorser on Social Media Engagement and Consumers’ Purchase Intention: Case of Indonesian Footwear Brands
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