The Effect of Endorser Reels Posts on Instagram on Purchase Intention with Advertising Value and Attitude as Mediators: a Study of Batavia Whisky Products

Batavia Whisky faces challenges in marketing alcoholic beverages in Indonesia due to cultural influences, government regulations, and the majority of the population being Muslim. To overcome these obstacles, the company implements a digital marketing strategy through social media by utilizing the role of endorsers. Endorsers are used as a bridge of communication between the product and consumers, particularly through the Instagram platform. The ads posted contain elements of infotainment, credibility, and irritation, which are believed to influence advertising value, attitude toward advertising, and purchase intention. This study aims to determine the influence between these variables using quantitative methods. The survey was conducted by distributing questionnaires to 384 respondents who were active Instagram users, resided in Bali, consumed alcohol, were familiar with the Batavia Whisky brand, and were aged 21–35 years. Data analysis was conducted using the Structural Equation Modeling (SEM) method through SmartPLS3 software, as well as Multigroup Analysis (MGA) to see the differences in influence based on the strength of the endorser's posts (strong, moderate, and weak). The results of the study indicate that infotainment, credibility, and irritation positively influence advertising value. Advertising value then has a significant effect on attitudes toward advertising and purchase intention. Furthermore, attitudes toward advertising also have a positive influence on purchase intention. Therefore, Batavia Whisky is advised to continue using endorsers as a digital marketing strategy and to conduct periodic evaluations of posted content to ensure it remains relevant and effective.