This research was aimed to study on whether there is an impact of
endorsement towards consumer purchase intention. Research on Flimty
Fiber was conducted and among 211 respondents, 195 qualified to be
processed on SPSS to determine the significance and how much
significance does it has. This research aims to help business owners
create blueprints for their business’ social media advertisements by
assessing celebrity endorsement attributes, namely congruency,
credibility and expertise and consumers’ purchase intention, to help
them determine their starting point, In amidst of the popularity of digital
advertising, business owners tend to create their own digital
advertisements through their social media accounts, yet some business
owners find it difficult for them to determine which tools to use to make
their advertisements effective.