The Lear Jet was flying from south from Monterrey to Toluca, in the centre of the country and was carrying six other people besides the singer, said Antonio Gonzalez, mayor of the town of Iturbide, near the crash site.
Radio contact with the plane was lost shortly after takeoff.
Rivera, 43, was a Californian of Mexican origin, best known for her music in genres known as Banda and Norteno. Her records have sold 15 million copies.
Her Facebook page has more than 2.4 million ‘likes’. On YouTube, one of her videos has been seen nearly five million times.
Rivera also won several Billboard Latin Music awards.