DETERMINANT OF PURCHASE INTENTION IN FASHION VENDORS ON INSTAGRAM THROUGH INFLUENCERS

Authors

  • Adilla Anggraeni , Dian Siti Sundari , Kenny Jivatram Durgani ,Mayadhanti

Abstract

This study investigates the characteristics of opinion leadership or Influencer fashion on
Instagram to influence the purchase intention of fashion products on Instagram. This study considers two
aspects of influencers, which are influencers' social media pages, and influencer's personality. Data was
collected from 150 respondents of fashion customers in Indonesia who have made at least one purchase on
Instagram. The results showed that five aspects contributed positively to the characteristics that Influencers
must have (Perceived originality, perceived quality, trustworthiness, attractiveness) and Opinion leadership
also positively contributed to Purchase Intention. Three other aspects of Influencer characteristics (perceived
uniqueness, perceived quantity, and expertise) have been found to have no significant influence on the
characteristics of Influencer Instagram.

Published

2020-04-30

Issue

Section

Articles