Pengaruh Fashion Influencer Terhadap Niat Beli Konsumen di Indonesia
Abstract
This research is focused on fashion influencers' involvement in consumer purchase intentions in Indonesia. The method used in this study is the Descriptive Analysis Research Method. The research results show that; 1) There is a positive influence between subjective norms on attitudes toward influencers. This means that the increasing consumer perception of influencers can increase consumer attitudes toward influencers. 2) a positive influence exists between perceived suitability for attitudes towards influencers. This shows that the more suitability consumers feel for the influencers they follow will increase consumer attitudes toward them. 3) There is a positive influence between consumer attitudes towards influencers on consumer purchase intentions, which shows that using influencers they like will result in a positive attitude and therefore increase consumer purchase intentions.
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