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All Journal JURNAL MANAJEMEN MOTIVASI
Widiastuti, Intan Sari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influencer Popularity And Testimonials Drive Consumer Purchase Intention That Impacts Fashion Purchase Decisions Widiastuti, Intan Sari; Syah, Muhammad Fahmi Johan
JURNAL MANAJEMEN MOTIVASI Vol 21 No 1 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i1.7703

Abstract

This study examines the impact of influencer popularity and consumer testimonials on purchase intention and its subsequent effect on fashion purchasing decisions. A quantitative method with a structural equation modeling (SEM) approach was used to analyze responses from 100 university students. The findings indicate that both influencer popularity and testimonials significantly increase purchase intention, which strongly influences purchasing decisions. However, the direct impact of influencer popularity and testimonials on purchasing decisions is not significant without the mediating effect of purchase intention. These results suggest that fostering consumer intention is critical in driving actual purchase behavior.
Co-Authors Muhammad Fahmi Johan Syah