The influence of Muslim fashion influencers on purchase intention mediated by attitude towards the advertising and brand attitude in the Muslim fashion industry in Indonesia

Abstract

Although numerous studies have been conducted on the impact of influencers on purchase intention. Researchers are divided into two factions, each yielding distinct outcomes. The initial group of researchers discovered that influencers exert a substantial impact on the desire to make a purchase. Conversely, the second group of researchers discovered that influencers do not have a substantial impact on purchase intention. According to the idea of planned behavior, a person's subjective opinions about their preferences or aversions have an impact on their decision to take action. This study focuses on Instagram users that follow Muslim fashion accounts such as Heaven Lights, Vanilla Hijab, Wearing Klambi, and Heylocal. These accounts identify the research objects as the products they offer. The sample technique employed is non-probability, specifically utilizing a purposive sampling approach. A total of 170 respondents were surveyed. The employed methodology for data collection involves the dissemination of questionnaires. The data analysis technique employed was Structural Equation Modeling-Partial Least Squares (SEM-PLS) utilizing smartPLS 3.0 software. The findings indicated that influencers did not have a substantial impact on the intention to make a purchase. The factors of attitude towards advertising and brand attitude completely mediate the influence of influencers on purchase intention. These findings corroborate the findings of the research team that concluded that influencers do not have a substantial impact on purchase intention. The findings of this study also demonstrate the crucial significance of the mediating factors' attitude towards advertising and brand attitude in the impact of influencers on purchase intention.

Keywords: {'name': 'Influencer, Attitude Towards The Advertising, Brand Attitude, Purchase Intention'}

Authors & affiliations

Micky Dita Avrillia
Affiliation not supplied

Moeljadi
Affiliation not supplied

Raditha Dwi Vata Hapsari
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

Augusty, F. (2014). Metode Penelitian Manajemen Pedoman Penelitian Untuk Penulisan Skripsi Dan Disertai Ilmu Manajemen, Edisi 3, AGF Books. Fakultas Ekonomika dan Bisnis Universitas Diponegoro, Semarang.

Badan Pusat Statistik. (2019). Statistik E-commers 2019. Retrieved December 18, 2020, from https://www.bps.go.id/publication/2019/12/18/fd1e96b05342e479a83917c6/statistik-e-commerce-2019.html

DOI: 10.1037/0022-3514.51.6.1173

CNN Indonesia. (2021, October 18). Konsumen Belanja Online RI Melonjak 88 Persen pada 2021. https://www.cnnindonesia.com/ekonomi/2021122914153692740093/konsumen-belanja-online-ri-melonjak-88-persen-pada-2021

DOI: 10.21776/ub.jam.2021.019.04.06

Finna, W., & Sugiyono. (2015). Pengaruh Celebrity Endorsement Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intervening. Jurnal Manajemen Pemasaran, 16-22.

Ghozali, I., & Latan, H. (2015). Partial Least Squares, Konsep, Teknik dan Aplikasi menggunakan Program SmartPLS 3.0 untuk Penelitian Empiris. Semarang: Badan Penerbit UNDIP.

Glucksman, M. (2017). Rise of Social Media Influencer Marketing on Lifestyle Branding. Elon Journal of Undergraduate Research in Communications.

Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel. International Journal of Sales & Marketing, 3(2), 73-86.

Gunawan, A., Anggraeni, A., & Santosa, A. (2019). Analysis of Factors Affecting Online Repurchase Intention of Millennial Consumers Through Tokopedia Mobile Application. Psychology and Education Journal, 57(9), 33-40.

Hoyer, W. D. (2013). Consumer Behavior (6th ed.). Cengage Learning.

DOI: 10.34308/eqien.v8i2.276

Kementrian Komunikasi dan Informasi. (2019). Influencer dorong pertumbuhan ekonomi kreatif. Retrieved December 1, 2020, from https://www.kominfo.go.id/content/detail/17908/menkominfo-influencer-dorong-pertumbuhan-ekonomi-kreatif/0/berita_satker

Kementrian Perindustrian. (2019). Indonesia Pusat Busana Muslim. Retrieved December 1, 2020, from http://ikm.kemenperin.go.id/media/1236/fa_gema-edisi_65_20919_versi-web.pdf

Kominfo. (2019, October 18). Pemerintah Dorong Pelaku Industri Fesyen Perkuat Digitalisasi. Retrieved from https://www.kominfo.go.id/content/detail/41188/pemerintah-dorong-pelaku-industri-fesyen-perkuat-digitalisasi/0/berita

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

DOI: 10.1186/s40691-018-0139-z

DOI: 10.1108/03090561211230098

DOI: 10.1080/1528008X.2020.1773371

DOI: 10.5539/ibr.v5n8p153

Menkominfo. (n.d.). Influencer Dorong Pertumbuhan Ekonomi Kreatif. https://www.kominfo.go.id/content/detail/17908/menkominfo-influencer-dorong-pertumbuhan-ekonomi-kreatif/0/berita_satker

DOI: 10.1007/978-3-642-19325-5_15

Mothersbough, D. L., Hawkins, D. L., & Kleiser S. B. (2019). The Consumer Behavior: Building Marketing Strategy (14th ed.). McGraw-Hill Education.

DOI: 10.18535/ijsshi/v5i5.10

DOI: 10.1080/20421338.2019.1633096

Putri, E., Marroy, D. S. H., et al. (2019). Impact of Social Media Influencer Towards Brand Attitude and Purchase Intention in Airline Industry. Global Research on Sustainable Transport & Logistics. ISSN: 2622-5778.

DOI: 10.5296/jpag.v4i3.5846

DOI: 10.1080/10864415.2003.11044270

Roozy, E., Arastoo, M. A., & Vazifehdust, H. (2014). Effect of Brand Equity on Consumer Purchase Intention.

Sasana Digital. (2022, October 18). https://sasanadigital.com/pilih-marketplace-atau-toko-online-sendiri-pahami-dulu-perbedaannya/

DOI: 10.1080/02650487.2019.1634898

Sekaran, U., & Bougie, R. (2013). Research Methods for Business: A Skill-Building Approach (6th ed.). Wiley.

Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 4(2), 105-110.

Sharma, D., & Ranga, M. (2014). Influencer Marketing- A Marketing Tool In The Age Of Social Media. Abhinav International Monthly Refereed Journal of Research in Management & Technology.

DOI: 10.1080/10496491.2018.1443311

Solimun. (2010). Analisis Multivariat Permodelan Struktural-Metode Partial Least Square – PLS. CV Citra.

Starngage. (2021). Diakses pada tanggal 18 Oktober 2022, from https://starngage.com/25-statistik-influencer-marketing-2021-yang-perlu-diketahui/

Sugiyono. (2014). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta, Bandung.

Surhayanto, K. (2018). Menguak tiga besar penyumbang perekonomian ekraf. Diakses pada 1 Desember 2020, from http://pelakubisnis.com/2018/07/menguak-tiga-besar-penyumbang-perekonomian-ekraf/

DOI: 10.1016/j.jretconser.2020.102287

DOI: 10.1108/MIP-02-2019-0072

DOI: 10.1057/s41262-019-00151-z

DOI: 10.1108/IJSMS-01-2020-0009

Windy, D., Renny, Risqiani. (2020). Impact of Social Media Influencer Marketing on the Intention to Buy Online Through Attitude on Advertising and Brands. Advances in Economics, Business and Management Research, 151.

Woods, S. (2016). Sponsor: The Emergence of Influencer Marketing. [Skripsi]. University of Tennessee.

DOI: 10.1080/15252019.2020.1769514