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All Journal Teknobuga : Jurnal Teknologi Busana dan Boga
Melly Prabawati
Fashion Design Education Study Program, Faculty of Engineering, State University of Jakarta
Engineering

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The Influence of Instagram Influencers on Impulse Buying Fashion Products Avrylia Indah Sari; Melly Prabawati; Esty Nurbaity Arrsy
TEKNOBUGA: Jurnal Teknologi Busana dan Boga Vol 11, No 1 (2023)
Publisher : Jurusan Pendidikan Kesejahteraan Keluarga, Fakultas Teknik, Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/teknobuga.v11i1.43078

Abstract

This study aims to obtain information about the influence of Instagram influencers on impulse buying of fashion products based on aspects of influencers such as expertise, trustworthiness, similarity, familiarity, and liking, as well as aspects of impulse buying that include spontaneity, strength, compulsions, and intensity; excitement and stimulation; and disregard for consequences. The research method uses a descriptive method with a quantitative approach. The sample size for this research is 90 respondents. The analytical method uses Chi-Square. The results of this study show that in influencers, the indicator with the highest influence is similarity, with a percentage of 100%. In impulse buying, the indicator with the highest influence is the indicator of excitement and stimulation, with a very high category of 78.9%. The results of the data analysis show a value of 0.00 0.05. The more significant the influence of Instagram influencers, the higher the impulse buying of fashion products. Any change in value among influencers will improve impulse buying by 5.333.
Co-Authors Avrylia Indah Sari Esty Nurbaity Arrsy