HOW FASHION INFLUENCERS CONTRIBUTE TO CONSUMERS’ PURCHASE INTENTION OF UNIVERSITY STUDENT IN BANDUNG

• 主要作者: Athaya Tsarashafa, Tsaniya
• 格式: Final Project
• 語言: Indonesia
• 在線閱讀: https://digilib.itb.ac.id/gdl/view/57205
• 機構: Institut Teknologi Bandung

Fashion is receiving more attention these days since it has become a continual existence in a person’s everyday life, especially for the younger generation as it represents their identity. On the other hand, the dynamic competitive environment of marketing led fashion brands to put in excess and innovative effort to achieve effective marketing strategies. As social media grew, one of the most effective ways to do it is using influencers in the marketing campaign. Influencer marketing is becoming increasingly popular throughout the world, especially for university student who are known to seeking fashion-related information through fashion influencer. It prompting marketers to consider the influencer marketing as an essential component of their marketing strategy. However, many sellers currently use influencers who are not suitable for their target market. Therefore, thisresearch determines the factors of fashion influencers that contribute to influencing purchase intention of university student specifically in Bandung. The variables constructed include trustworthiness, expertise, similarity, likability, and familiarity. Consumer attitude is proposed to mediate between both the exogenous and endogenous relationships. Data collection was designed using a judgmental sampling method and 234 respondents were analyzed using a regression method through Statistical Package for the Social Sciences (SPSS) technique and the results presented that trustworthiness, expertise, similarity, and likability significantly contribute to consumers’ attitudes towards the influencer and trustworthiness, similarity, familiarity, and likability significantly contributes to purchase intention. Moreover, consumers’ attitude towards the influencer shows a strong correlation to purchase intention and has proven to mediate the relationship between independent variables and dependent variables. The findings of the study assist marketers and advertisers in the fashion industry in understanding how influencer marketing influences customer purchase intention. It enables marketers to better understand the elements influencing consumer attitudes about fashion influencers and, as a result, better choose influencers capable of establishing purchase intentions in existing and potential customers.