THE ROLE OF INFLUENCER MARKETING IN SHAPING PURCHASE INTENTION OF COUNTERFEIT LUXURY FASHION IN INDONESIA
This dissertation investigates the impact of influencer marketing on the purchase intention of counterfeit luxury fashion products in Indonesia, examining influencer credibility, expertise, and congruence with both products and consumers. Analyzing data from 241 online surveys using Partial Least Sq...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/85718 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | This dissertation investigates the impact of influencer marketing on the purchase intention of counterfeit luxury fashion products in Indonesia, examining influencer credibility, expertise, and congruence with both products and consumers. Analyzing data from 241 online surveys using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study found that influencer- product and consumer-influencer congruence significantly affect purchase intentions. These findings highlight the importance of aligning an influencer's image with counterfeit products and the psychological connection between influencers and consumers. The research suggests that luxury brands and regulators can address this issue through consumer education campaigns and careful influencer selection, and calls for regulations to prevent inadvertent promotion of counterfeit products, protecting brand integrity and consumer interests. |
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