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All Journal Jurnal Ekonomi Trisakti Golden Ratio of Data in Summary
Robian, Rio
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Economics, Econometrics & Finance Social Sciences

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The Influence of Parasocial Interaction on Purchase Intention Through Value Perception: Study on Local Clothing Brands in Indonesia Anwarsyah, Difi; Rifa, Hudzaifah; Robian, Rio; Ananda, Mochammad; Rahayu, Fatik
Golden Ratio of Data in Summary Vol. 5 No. 2 (2025): February - April
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i2.1101

Abstract

The fashion industry in Indonesia is experiencing rapid growth, particularly with the rising popularity of local clothing brands. In the digital era, social media influencers play a pivotal role in marketing through Parasocial Interactions (PSI), which can significantly shape consumers' perceived value and purchase intention. This study examines the influence of influencers' Social Attractiveness and Physical Attractiveness on Parasocial Interactions, and how these interactions affect perceived Social Value, Personal Value, and ultimately, purchase intention for local clothing brands. A quantitative research approach was employed using Structural Equation Modeling (SEM). Data were collected through a survey distributed to social media users who follow influencers and have prior experience purchasing local fashion products. The findings reveal that both Social Attractiveness and Physical Attractiveness of influencers have a positive and significant effect on Parasocial Interactions. Furthermore, parasocial interactions significantly enhance perceived social and personal values, leading to higher purchase intention among consumers.
ANALISIS POSITIONING MEREK FAST FASHION BERDASARKAN KESESUAIAN POSISI DAN PERSEPSI KONSUMEN. Robian, Rio; Rahayu, Fatik
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober (In Progress)
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.22882

Abstract

Perkembangan industri fast fashion di Indonesia mengalami pertumbuhan yang signifikan didorong oleh perubahan gaya hidup, perkembangan teknologi, dan peningkatan akses terhadap tren global. Penelitian ini bertujuan untuk menganalisis strategi positioning merek fast fashion berdasarkan atribut yang dianggap penting oleh konsumen seperti kualitas, desain, popularitas, harga, kenyamanan, keunikan, dan keberlanjutan. Penelitian ini menggunakan metode deskriptif dengan pendekatan diskriminan dan teknik pengumpulan data melalui kuesioner online kepada 111 responden yang mengenal dan pernah membeli merek fast fashion seperti Adidas, Nike, Uniqlo, H&M, dan Zara. Hasil penelitian menunjukkan bahwa konsumen mempertimbangkan desain, kenyamanan, dan keberlanjutan sebagai faktor utama dalam memilih merek. Zara dan H&M unggul dalam aspek desain, Uniqlo dalam kenyamanan dan keberlanjutan, serta Adidas dan Nike menonjol dalam kualitas dan popularitas. Strategi positioning yang tepat dapat meningkatkan daya saing dan niat beli konsumen.
Co-Authors Ananda, Mochammad Anwarsyah, Difi Fatik Rahayu Rifa, Hudzaifah