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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Informatika dan Teknik Elektro Terapan Asia-Pacific Management and Business Application Sketsa Bisnis EQIEN - JURNAL EKONOMI DAN BISNIS Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Jurnal Ilmiah Edunomika (JIE) Khazanah Sosial Jurnal Ilmiah Manajemen Kesatuan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Transekonomika : Akuntansi, Bisnis dan Keuangan PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Indonesia Auditing Research Journal Innovative: Journal Of Social Science Research Science Contribution to Society Journal Argopuro: Jurnal Multidisiplin Ilmu Bahasa Jurnal Manajemen dan Kewirausahaan
Fariz
Universitas Telkom
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Journal : Jurnal Manajemen dan Kewirausahaan

 1 
EXPLORING THE IMPACT OF INFLUENCER MARKETING STRATEGIES ON SUSTAINABILITY IN THE FASHION INDUSTRY Fariz Fariz; Tutik Winarsih
Jurnal Manajemen dan Kewirausahaan Vol. 17 No. 1 (2025): Jurnal Manajemen dan Kewirausahaan
Publisher : Jurusan Manajemen FEB UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55598/jmk.v17i1.16

Abstract

The rising popularity of social media has compelled businesses to rethink their marketing approaches, focusing on engaging a broader customer base by offering value and facilitating two-way interactions. This shift gave rise to influencer marketing as an innovative brand promotion strategy. When influencers collaborate with brands targeting the appropriate audience, they can enhance brand recognition and add significant value to businesses. This study examines how source credibility factors—such as trustworthiness, attractiveness, and perceived expertise—affect consumer attitudes toward fashion influencers and how these attitudes shape consumers’ intentions to purchase and recommend products. The sample comprises 342 followers of a prominent Indonesian fashion influencer, selected using a simple random sampling method. Hierarchical regression analysis, performed in SPSS, reveals that trustworthiness and perceived expertise significantly impact perceptions of influencers in the fashion industry
Co-Authors Agus Ariyanto Apolonia Due Arief Nurdiannova Qurochman Aris Mindarwanto Aryo Putra Ardhitianto Athillah Irba Salsalbilah Bryllian Ramadhany Rachmania Dzikri Maulana Muhammad Endang Sumiyati Eni Nurhayati Farida Farida Fitri, Anindo Saka Galuh Sudarawerti Hadi, Muhammad Nail Hafidulloh, Hafidulloh Ira Ningrum Resmawa, Ira Ningrum Kharisma, Mita Kurniawan Adi Prayitno Kurniawati, Rohmah Mega Cahyani Mokhamad Farid Rokhman Muchammad Muzakki Muhamad Imron Muhammad Nail Hadi Muhkhamad Edris Mujitabah Mujitabah Nanang Kosim Nurdiannova, Arief Putra, Robby Alamsyah Satriya Reny Setyowaty Sakti, Yudha Perwira Bima Setiawan, Muhammad Surya Adhi Sholihin, Achmad Siti Aisyah Sutikto Syamsul Arifin Turnawan, Adhi Tutik Winarsih Untoro, Wido Waloyo, Waloyo