Post-Conflict Celebrity Endorsement: Its Influence On Brand Image And Consumer Purchase Decisions

When a celebrity influencer is involved in a conflict or controversy, it can affect consumers’ perceptions of the endorsement. The source credibility theory explains that the credibility of the information source, in this case, the influencer, influences the persuasiveness of the message. Conflict or controversy involving the influencer can diminish their credibility in the eyes of consumers, thereby reducing the effectiveness of the endorsement. Additionally, cognitive dissonance theory can explain how consumers respond to the mismatch between the influencer’s self-image and the values held by the consumers. This mismatch can cause discomfort, prompting consumers to change their attitudes or behaviors, such as boycotting products endorsed by the influencer. Conflicts that contradict a brand’s core values, such as honesty, integrity, or social responsibility, can damage the credibility and authenticity of the brand’s message. An influencer involved in a conflict may cause the public to lose trust in the brand that continues to associate with them. This research was conducted on Instagram social media users. This is because Instagram users are the consumers targeted by brands and influencers. In this study, the sampling technique used was probability sampling, which is a sampling technique that gives equal opportunities to each member of the population to be selected as a sample member. The sample in this study was taken using random sampling, selecting 150 random samples. The data processing and analysis techniques used include validity testing, reliability testing, linearity testing, multiple regression analysis, hypothesis testing (t-test), and determination coefficient analysis (R2).