The fashion industry is one of the industries that is in great demand because fashion is an identity to express oneself. Erigo is one of Indonesia's fashion local brand that has been worldwide. Indonesian tend to use Instagram to look fashion product references. Endorsement in digital marketing is one of the market strategy carried out in social media by companies. The concept of endorsement has a goal to increase consumer purchase intentions for a brand. The purpose of this study was to determine whether there was an influences of Arief Muhammad characteristics on Erigo's purchase intention with the moderating variables of age and gender, with a total of 275 respondents, people use Instagram, know the Erigo brand and Arief Muhammad. Based on the results of data processing in this study, the results obtained that the endorser characteristics variable received a response of 80.58%. The purchase intention variable received a response of 63.39%. The results of hypothesis testing with t-test obtained t-count from expertise, familiarity and similarity > ttable 1.65. The results show there are the influences of Arief Muhammad characteristics on Erigo's purchase intention. Descriptive analysis was conducted to understand the characteristics of the respondents. The results of the study indicate that there are three factors that influences the purchase intention in Erigo brand, namely expertise, similarity and familiarity. Likability and trustworthiness are not significant. The two moderating variables did not affect the relationship between the latent variables.