The Impact Of Influencers Marketing on Purchase Intention of Instagram User: Fashion Industry

Abstract

Fashion marketing requires not only coverage, but it also needs to spread quickly. One of the most effective ways to do this is to include influencers in the marketing strategies, as they are highly influential people who bring trust to customers and spread your message quickly. Furthermore, a commonly used digital marketing tool for the fashion industry is social media Instagram – one of the most popular image/video-based platform, as well as a market and a means of reaching target customers. Thus, the purpose of this study is to find out what personal characteristics of social media influencers impact to Instagram users purchase intentions for fashion apparel. From there, variables namely trustworthiness, expertise, similarity, and attractiveness were built. Quantitative research method has been used in this study to gather data, the author created questionnaires and conducted online surveys for target population aged 15 and up. After that, the author used SPSS software to analyze the data, and the results showed that all independent variables have a positive impact on purchase intention. However, the factor expertise have the most positive influence to purchase intention of Instagram consumers, the second is similarity, followed by attractiveness and finally trustworthiness. From these results, some recommendations for marketers and future research are made.