The Impact of Influencer Credibility on Consumer Purchasing Decisions: A Case Study on the Fashion Industry in Indonesia
DOI:
https://doi.org/10.58812/wsis.v1i09.243Keywords:
Influencer Credibility, Consumer Purchasing, Fashion Industry, IndonesiaAbstract
Indonesia's fashion sector has grown dramatically in recent years, driven primarily by influencer marketing's ascent to prominence in advertising and consumer interaction. Within this dynamic framework, influencer credibility—which includes competence, trustworthiness, and attractiveness—has emerged as a critical component in influencing consumer purchasing decisions. This study uses a mixed-methods approach to examine the complex relationship between customer behavior and influencer credibility in the Indonesian fashion business. It combines quantitative surveys with qualitative interviews. Our research suggests that dependability and competence are important aspects of influencer credibility that favorably affect consumers' decisions to buy. Although relevant, attractiveness has a relatively smaller impact. Furthermore, it was found that cultural relevance was a significant element, as consumers favored influencers that shared the norms and values of Indonesian culture. These insights offer a deeper knowledge of the interaction between influencers and customers in Indonesia's dynamic fashion market, which is helpful advice for influencers and marketers alike as they try to optimize their tactics in this quickly changing scene.
References
Y. Iskandar, “Strategic Business Development of Polosan Mas Ibing with the Business Model Canvas Approach,” in International Conference on Economics, Management and Accounting (ICEMAC 2021), Atlantis Press, 2022, pp. 164–179.
R. Fitriani, N. Nugraha, and D. Djamaludin, “Strategi Pengembangan Sektor Industri Alas Kaki Berbahan Kulit dengan Metode Analisis SWOT dan Bisnis Model Canvas,” J. Sains, Teknol. dan Ind., vol. 18, no. 1, p. 34, 2020, doi: 10.24014/sitekin.v18i1.11753.
A. Ardhiyansyah and U. B. Jaman, “Omnichannel Changing Hedonic Motivational Behavior? Creating Shopping Experience and Satisfaction Against Consumer Loyalty,” Es Econ. Entrep., vol. 1, no. 03, pp. 114–124, 2023.
A. Juniarso, A. Ardhiyansyah, and D. P. Maharani, “Oriflame Company’s Personal Selling and Green Marketing Strategy on Consumer Purchase Interest: A Literature Review,” in International Conference on Economics, Management and Accounting (ICEMAC 2021), Atlantis Press, 2022, pp. 297–304.
Y. Iskandar, A. Ardhiyansyah, and U. B. Jaman, “The Impact of the Principal’s Leadership Style and the Organizational Culture of the School on Teacher Performance in SMAN 1 Cicalengka in Bandung City, West Java,” in International Conference on Education, Humanities, Social Science (ICEHoS 2022), Atlantis Press, 2023, pp. 453–459.
A. F. F. Dachi, “The Influence of Perceived CSR Authenticity on Perceived Brand Loyalty Through Perceived Brand Authenticity in the Fast Fashion Industry,” J. Soc. Res., vol. 2, no. 3, pp. 1020–1027, 2023.
R. K. Britt, J. L. Hayes, B. C. Britt, and H. Park, “Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers,” J. Interact. Advert., vol. 20, no. 2, pp. 111–118, 2020.
L. Shen and M. H. Sethi, “Wrinkles tell the story: The patchwork quilt of life,” Ceram. Art Percept., no. 116, pp. 116–119, 2020.
D. Hradecky, J. Kennell, W. Cai, and R. Davidson, “Organizational readiness to adopt artificial intelligence in the exhibition sector in Western Europe,” Int. J. Inf. Manage., vol. 65, p. 102497, 2022.
M. Iqani, “Brand and influencer strategies in social media marketing of luxury brands in African cities,” J. Des. Bus. Soc., vol. 7, no. 1, pp. 105–121, 2021.
J. A. Lee and M. S. Eastin, “Perceived authenticity of social media influencers: scale development and validation,” J. Res. Interact. Mark., vol. 15, no. 4, pp. 822–841, 2021.
K. Y. Koay, M. L. Cheung, P. C.-H. Soh, and C. W. Teoh, “Social media influencer marketing: The moderating role of materialism,” Eur. Bus. Rev., vol. 34, no. 2, pp. 224–243, 2022.
S. Ibáñez-Sánchez, M. Flavián, L. V Casaló, and D. Belanche, “Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media,” J. Mark. Commun., vol. 28, no. 5, pp. 469–486, 2022.
C. Ancillai, H. Terho, S. Cardinali, and F. Pascucci, “Advancing social media driven sales research: Establishing conceptual foundations for B-to-B social selling,” Ind. Mark. Manag., vol. 82, no. February, pp. 293–308, 2019, doi: 10.1016/j.indmarman.2019.01.002.
M. R. Handika and G. S. Darma, “Strategi pemasaran bisnis kuliner menggunakan influencer melalui media sosial instagram,” J. Manaj. Bisnis, 2018.
M. Bala and D. Verma, “A Critical Review of Digital Marketing Paper Type: - Review and Viewpoint,” Int. J. Manag. IT Eng., vol. 8, no. 10, pp. 321–339, 2018.
N. T. Hariyanti and A. Wirapraja, “Pengaruh influencer marketing sebagai strategi pemasaran digital era moderen (Sebuah studi literatur),” Eksekutif, 2018.
M. Zaki, “Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen,” J. Manaj. dan Inov., 2018.
S. Zhou, M. Blazquez, H. McCormick, and L. Barnes, “How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure,” J. Bus. Res., vol. 134, pp. 122–142, 2021.
H. Herawati, “Pengaruh Iklan Media Sosial Instagram dan Celebrity Endorser ( Selebgram ) Terhadap Minat Beli,” J. Manag. Pemasar., vol. 53, no. 9, pp. 1689–1699, 2020.
V. Yuniastuti and A. A. Pratama, “Portraits and Challenges of Indonesia’s Modest Fashion Industry on the Halal Industry Competition in the World,” Indones. J. Halal Res., vol. 5, no. 1, pp. 21–29, 2023.
M. Papadopoulou, I. Papasolomou, and A. Thrassou, “Exploring the level of sustainability awareness among consumers within the fast-fashion clothing industry: a dual business and consumer perspective,” Compet. Rev. An Int. Bus. J., vol. 32, no. 3, pp. 350–375, 2022.
B. Jiang, “How Consumers’ Response on CSR Affects Brand Competitiveness in the Fast Fashion Industry——Case Study of Zara (Inditex) and H&M,” Acad. J. Bus. Manag., vol. 4, no. 1, pp. 100–110, 2022.
H. T. Nguyen, D. M. D. Le, T. T. M. Ho, and P. M. Nguyen, “Enhancing sustainability in the contemporary model of CSR: a case of fast fashion industry in developing countries,” Soc. Responsib. J., vol. 17, no. 4, pp. 578–591, 2021.
J. Maming and A. Ardhiyansyah, “The Influence of Service Quality Level and Price on JNE Customer Satisfaction Bandung City Branch Express,” Es Econ. Entrep., vol. 1, no. 01, pp. 11–16, 2022.
P. Eriyanti and A. Ardhiyansyah, “The influence of trust, convenience, and quality information on purchase decisions at marketplace shopee in Sukabumi,” Insight Manag. J., vol. 3, no. 2, pp. 48–55, 2023.
M. Battaglia, F. Testa, L. Bianchi, F. Iraldo, and M. Frey, “Corporate social responsibility and competitiveness within SMEs of the fashion industry: Evidence from Italy and France,” Sustainability, vol. 6, no. 2, pp. 872–893, 2014.
C. Fratea, “Electronic commerce and the fashion industry: new challenges for competition law coming from the Digital Single Market,” UNIO–EU Law J., vol. 5, no. 2, pp. 15–33, 2019.
A. A. Safeer and H. Liu, “Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm,” J. Prod. Brand Manag., vol. 32, no. 2, pp. 330–342, 2023.
M. Arif and A. Syahputri, “The Influence of Brand Image and Product Quality on Customer Loyalty with Consumer Satisfaction as a Intervening Variable at Home Industry,” in Journal of International Conference Proceedings (JICP), 2021, pp. 398–412.
J. M. Lopez-Sanz, A. Penelas-Leguia, P. Gutierrez-Rodriguez, and P. Cuesta-Valino, “Sustainable development and consumer behavior in rural tourism—the importance of image and loyalty for host communities,” Sustainability, vol. 13, no. 9, p. 4763, 2021.
A. French, M. Risius, J. P. Shim, P. Bordnick, J. Parsons, and ..., “Virtual reality and blockchain technology in the era of 5g: Disrupting business and society.” scholar.archive.org, 2018.
K. Bizhanova, A. Mamyrbekov, I. Umarov, A. Orazymbetova, and A. Khairullaeva, “Impact of digital marketing development on entrepreneurship,” E3S Web Conf., vol. 135, 2019, doi: 10.1051/e3sconf/201913504023.
R. Sholeh and K. Huda, “Pengaruh Kemajuan Teknologi Terhadap Volume Pejualan Ritel Di Kota Mojokerto,” Optima, vol. 3, no. 1, 2019, doi: 10.33366/optima.v3i1.1253.
M. Phiri, “Exploring digital marketing resources, capabilities and market performance of small to medium agro-processors. A conceptual model,” J. Bus. Retail Manag. Res., vol. 14, no. 2, 2020.
J. W. Creswell, “Research Desain: Pendekatan Kualitatif, Kualitatif, Dan Mixed (Edisi Keti).” Yogyakarta, 2013.
V. Braun and V. Clarke, “Using thematic analysis in psychology,” Qual. Res. Psychol., vol. 3, no. 2, pp. 77–101, 2006.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Desma Erica Maryati M, Eva Yuniarti Utami
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
+62 821 1557 5700 
info@westscience-press.com 