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All Journal Marketing Management Studies Jurnal Darussalam : Pemikiran Hukum Tata Negara dan Perbandingan Mazhab
Ramadani, Nadia
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Humanities Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Marketing Management Studies

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Theory of planned behavior and Instagram influencer attitudes: effects on Generation Z fashion purchase intention Ramadani, Nadia; Dwita, Vidyarini
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.606

Abstract

This study aims to analyze the influence of Theory of Planned Behaviour with Attitude Toward Influencers as Mediation on Purchase Intention of Fashion Products on Instagram in Gen Z. The sampling technique used purposive sampling. The research participants totaled 190 respondents who were selected as samples. Analysis using PLS 4.1 software shows that perceived trust, subjective norms, perceived behavioral control, and attitudes toward the influencer, significantly affect attitudes toward the influencer and purchase intention. However, perceived trust does not significantly affect purchase intention. Attitudes toward the influencer mediate the relationship between perceived trust, subjective norms, perceived behavioral control and purchase intention.
Co-Authors Dwita, Vidyarini Tanjung, Dhiauddin