Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Eduvest - Journal of Universal Studies Journal of Economics, Entrepreneurship, Management Business and Accounting
Ujang Sumarwan
Institut Pertanian Bogor, Indonesia
Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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Analysis of Social Influence, Influencer Credibility, and Parasocial Relationships on Brand Credibility and Purchase Intention of Fashion Products on The Instagram Platform Aulia Galuh Bagjamaghfira; Ujang Sumarwan; Nur Hasanah
Eduvest - Journal of Universal Studies Vol. 5 No. 3 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i3.50936

Abstract

The rise of social media, particularly Instagram, has transformed consumer behavior and marketing strategies in the fashion industry. This study aims to analyze the influence of social influence, influencer credibility, and parasocial relationships on brand credibility and purchase intention of fashion products on Instagram. Using a quantitative approach with a cross-sectional survey method, data were collected from 260 active Instagram users in Greater Jakarta who follow at least one fashion influencer. Structural Equation Modeling with the Partial Least Squares (PLS) approach was employed to examine the relationships between variables. The results indicate that influencer credibility, social influence, and parasocial relationships have a significant positive effect on brand credibility, which in turn influences purchase intention. Parasocial relationships also directly enhance purchase intention. These findings highlight the crucial role of emotional connection and perceived credibility in shaping consumer behavior on social media. The study provides practical implications for fashion marketers in selecting influencers and developing engagement strategies to boost brand trust and consumer intention to purchase. Further research is suggested to explore other social platforms and additional influencing variables.
Marketing Mix Factors Associated with Online Purchasing Behaviour for Printed Books: Evi-dence from Actual Transaction Data Erick Wahyudyono; Ujang Sumarwan; Arief Safari
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 5 (2026): Volume 4, Issue 5, September 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i5.1658

Abstract

Purpose – This study examines the adjusted associations between recorded transaction attributes and realised online printed-book invoice value at PT XYZ during 2023–2025, using the 7P marketing mix as a conceptual organising lens. Design/methodology/approach – A retrospective observational design was applied to a census of 5,989 eligible completed online printed-book invoices. The unit of analysis was an invoice rather than a unique consumer. Ordinary least squares regression was estimated for logged invoice value with HC3 heteroskedasticity-consistent robust standard errors. The primary explanatory variables were academic-book share, destination region, purchase channel, and transaction year. Average selling price and basket size were excluded from the primary model because they are mechanically related to invoice value. Finding/Results – The model explained 28.4% of the variation in logged invoice value, and the predictors were jointly associated with the outcome. A 10-percentage-point increase in academic-book share was associated with an estimated 3.2% higher invoice value. Invoices delivered to Java outside Jabodetabek and outside Java had estimated values approximately 9.0% and 12.9% higher, respectively, than invoices delivered within Jabodetabek. Marketplace and WhatsApp transactions had estimated values approximately 5.3% and 7.7% higher than webstore transactions. Estimated invoice values were also higher in 2024 and 2025 than in 2023. Robustness checks showed that the estimates were stable after excluding non-individual and influential invoices. Originality/Value – This study provides transaction-level evidence from actual completed online book invoices rather than survey-based perceptions. The recorded attributes are interpreted as observable transaction characteristics conceptually related to the 7P framework, not as direct measures of consumers’ perceptions or causal effects of marketing activities.
Co-Authors Arief Safari Aulia Galuh Bagjamaghfira Erick Wahyudyono Nur Hasanah