The Influence of Social Media Advertising and Celebrity Endorsers on the @Jiniso.Id Instagram Account on Brand Image in Building Follower Trust

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Depok— Jiniso’s Instagram Ads and Celebrity Endorsers Proven to Strengthen Brand Image and Build Follower Trust. Research conducted by A. Christiana Wulandari, Herlinda, Yanti Trianita, Alfara Fadilla, Amalia Fitri, and Saski Deftiana Sanusi from Gunadarma University was published in January 2026 in the International Journal of Management Analytics (IJMA).

The research conducted by A. Christiana Wulandari, Herlinda, Yanti Trianita, Alfara Fadilla, Amalia Fitri, and Saski Deftiana Sanusi highlights the Instagram account @jiniso.id, the digital marketing center of Jiniso, one of Indonesia's rapidly growing local denim brands. Based on a survey of 400 followers, the study concluded that social media advertising and celebrity endorsements have a positive and significant impact on Jiniso's brand image, which in turn supports increased follower trust.

These findings are important for businesses in Indonesia, as digital business competition is becoming increasingly fierce. Many brands can go viral, but not all of them are trusted.

Why This Research Matters in Indonesia’s Digital Economy

Indonesia is one of the world’s most active social media markets. The study cites data showing that the country has around 143 million social media users, making platforms like Instagram a major battlefield for branding and consumer engagement.

For fashion brands, Instagram plays an even bigger role. Its visual-first design, interactive features, and culture of trends make it a powerful platform for advertising, storytelling, and lifestyle marketing.

Jiniso is one example of a local fashion brand that has embraced Instagram aggressively. Founded in 2019, Jiniso has positioned itself as an inclusive and affordable denim brand, and its strategy appears to be paying off. As of April 2025, the account @jiniso.id had surpassed 1.5 million followers, reflecting a major digital presence for a local brand.

The brand also received the Brand Indonesia Excellence Award 2024, strengthening its public image as a competitive national label.

However, high visibility does not automatically mean high trust. The study highlights a striking figure from Impact.com (2023): around 75% of consumers tend not to trust advertisements, even when a brand appears strong online.

This gap between exposure and trust is what motivated the researchers to examine whether Jiniso’s Instagram strategy is actually building a strong brand image in the eyes of followers.

What the Study Examined

The researchers investigated three key variables:

Social Media Advertising (X1)
Celebrity Endorser (X2)
Brand Image (Y)

In simple terms, the study tested whether:

Jiniso’s Instagram advertising influences brand image,
Jiniso’s celebrity endorsers influence brand image,
both variables together strengthen brand image and follower trust.

The theoretical foundation of the study is Social Cognitive Theory, which explains how people learn and form attitudes through observation—especially when they see admired figures (such as celebrities) modeling behaviors and lifestyle choices.

This theory is widely used in communication and marketing studies because it helps explain why influencer marketing works: people do not just read messages—they watch, imitate, and internalize them.

Methodology: Survey of 400 Followers Using SPSS

The research uses a quantitative approach, with data collected through online questionnaires distributed via Google Forms.

The population consisted of followers of @jiniso.id, and the sample size was determined using the Slovin formula, resulting in 400 respondents.

To qualify as respondents, participants had to meet specific criteria:

active Instagram users,
followers of @jiniso.id,
people who had seen Jiniso’s advertising content.

The data were analyzed using SPSS version 29.

To improve response clarity, the researchers used a 4-point Likert scale (Strongly Disagree to Strongly Agree) and removed the neutral option, reducing the chance of “uncertain” answers.

Respondent Profile: Mostly Young Women Aged 21–24

The survey results show that Jiniso’s Instagram followers who participated were largely young adults.

310 respondents were female
90 respondents were male
the dominant age group was 21–24 years old (261 respondents)

This demographic is significant because young adults are typically the most active social media consumers and also the most exposed to influencer marketing.

Key Findings: Both Advertising and Celebrity Endorsers Strongly Shape Brand Image

After validity, reliability, and classical assumption tests confirmed the dataset was statistically sound, the study moved into regression analysis.

1) Social Media Advertising Significantly Influences Brand Image

The study found that social media advertising has a significant positive effect on Jiniso’s brand image.

In the partial t-test:

t-value = 9.404
significance = < 0.001

This result shows that advertising content on Jiniso’s Instagram—such as visuals, messaging, and product launch information—helps strengthen how followers perceive the brand.

2) Celebrity Endorsers Significantly Influence Brand Image

Celebrity endorsers also show a significant positive effect on brand image.

In the partial t-test:

t-value = 9.549
significance = < 0.001

The study measures endorsers using credibility dimensions such as:

trustworthiness,
expertise,
physical attractiveness,
respect,
similarity with followers.

The “similarity” factor stands out strongly. One of the highest-rated statements was that the style of Jiniso endorsers reflects the followers’ own daily fashion style.

3) Both Factors Together Have a Strong Simultaneous Effect

The combined effect of advertising and celebrity endorsers is even stronger.

In the F-test:

F-value = 325.447
significance = < 0.001

This means both variables simultaneously influence brand image in a statistically powerful way.

How Much of Brand Image Can Be Explained?

One of the most important outputs of the study is the coefficient of determination.

The results show:

R = 0.788 (strong relationship)
R-square = 0.621
Adjusted R-square = 0.619

In practical terms, this means:

Around 62% of Jiniso’s brand image can be explained by its social media advertising and celebrity endorsers.

The remaining 38% is influenced by other factors not measured in the study, such as product quality, pricing, customer service, offline experience, peer recommendations, and broader market trends.

The Regression Model: A Clear Formula for Marketers

The study presents a regression equation:

Y = 7.587 + 0.344X₁ + 0.244X₂

This indicates that:

advertising contributes more strongly (0.344),
celebrity endorsers also contribute significantly (0.244),
both strengthen brand image in measurable terms.

For marketers, this provides a clear message: Instagram ads and endorsers are not interchangeable. Both matter, but advertising content appears slightly more influential in shaping brand image.

What This Means for Businesses and Digital Marketing Strategy

For local brands and SMEs

The findings suggest that small and medium brands can strengthen trust not only by selling products, but by building consistent, credible messaging through social media.

Instagram advertising works best when:

visuals are engaging,
product benefits are clearly explained,
launch timing and campaigns are consistent.

For companies using celebrity endorsers

Celebrity endorsement is most effective when the endorser feels “relatable” to the audience.

The study shows that followers respond strongly when endorsers:

reflect their daily fashion style,
make them feel more confident,
appear aligned with the brand’s identity.

This reinforces a key marketing lesson: credibility is not only about fame, but also about perceived authenticity and similarity.

For marketing and communication students

This study provides a clear example of how communication theory translates into measurable marketing outcomes.

Through the lens of Social Cognitive Theory, followers form trust by observing:

repeated brand messaging,
consistent endorsement,
positive lifestyle representation.

Author Profiles

Christiana Wulandari -Universitas Gunadarma
Herlinda -Universitas Gunadarma
Yanti Trianita - Universitas Gunadarma
Alfara Fadilla - Universitas Gunadarma
Amalia Fitri - Universitas Gunadarma
Saski Deftiana Sanusi - Universitas Gunadarma

Research Source

Christiana, Herlinda, Yanti, Alfara, Amalia, Saski.The Influence of Social Media Advertising and Celebrity Endorsers on the @Jiniso.Id Instagram Account on Brand Image in Building Follower Trust International Journal of Management Analytics (IJMA)Vol. 4 No. 1 (Januari 2026), hlm. 103–120

DOI:https://doi.org/10.59890/ijma.v4i1.298

URL: https://dmimultitechpublisher.my.id/index.php/ijma