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p-Index From 2021 - 2026
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All Journal EKONOMIS : Journal of Economics and Business
Egidia Rikhadatul Aisy
Universitas Muhammadiyah Purwokerto
Economics, Econometrics & Finance

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Pengaruh Fanatisme, Influencer, dan Online Customer Review terhadap Keputusan Pembelian Merchandise Hindia (Studi pada Fanbase @teamhindia) Egidia Rikhadatul Aisy; Restu Frida Utami; M Agung Miftahuddin; meydy fauziridwan
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2930

Abstract

This study aims to analyze the influence of fanaticism, influencers, and online customer reviews on purchasing decisions for official Hindia merchandise within the @teamhindia community, using the Theory of Planned Behavior as its theoretical framework. A quantitative approach was employed, utilizing purposive sampling to select 100 respondents who are @teamhindia followers and have previously purchased official Hindia merchandise. Primary data were collected via Likert-scale questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The analysis results indicate that fanaticism, influencers, and online customer reviews each exert a positive and significant influence on purchasing decisions, with fanaticism emerging as the most dominant factor.
Co-Authors M Agung Miftahuddin Meydy Fauziridwan Restu Frida Utami