The objective of this research is to investigate the influence of foodstagram
endorsement towards consumer attitude and purchase intention in Indonesia. The respondent
of this research are Indonesian young adult (15 – 40 years old) who owns Instagram and have
ever seen culinary advertisements from Jogjafoodhunter Instagram account with the total
amount of 153 respondents. This research uses Multiple-Regression, Path Analysis, and
descriptive statistics which are analyzed using SPSS.
Based on the analysis done in the current study, the result shows that two of the
foodstagram endorsement elements, which are source of attractiveness and source of
credibility significantly influence consumer attitude. Other than that, source of attractiveness
and consumer attitude significantly influence the purchase intention. Consumer attitude also
mediates the relationship of both source of attractiveness and source of credibility towards
purchase intention. Meanwhile, source of credibility doesn’t have a significant influence
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towards purchase intention and product congruency shown to have no significant influence
towards both consumer attitude and purchase intention.