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All Journal Journal of the Community Development in Asia
V, Deepika
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Humanities

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Influencer Marketing and Consumer Purchase Intentions in the Fast Fashion Industry Yee, Jing Foo; Singh, Padmalini; Tan, Lay Hong; Yap, Jin Cong; Xiong, Xin Yuan; Xie, Zi Yang; Yao, Quan Cheng; V, Deepika; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 9, No 1 (2026): January 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v9i1.4349

Abstract

The rapid growth of social media has intensified the use of influencer marketing in the fast fashion industry, reshaping how consumers form purchase intentions. Despite its widespread application, empirical evidence on influencer effectiveness in the Malaysian fast fashion context remains limited. This study aims to examine the influence of key influencer attributes: trustworthiness, credibility, expertise, and familiarity, on consumer purchase intention, using Padini Holdings Berhad as a case study. A quantitative research design was employed, with data collected from 150 respondents through a structured questionnaire. Multiple regression analysis was conducted to test the proposed relationships. The results indicate that the research model explains 74.8% of the variance in purchase intention (R² = 0.748). Familiarity of the influencer emerged as the strongest predictor (? = 0.414, p 0.01), followed by expertise (? = 0.258, p 0.01) and credibility (? = 0.218, p 0.05). In contrast, trustworthiness showed a positive but statistically insignificant effect. These findings suggest that emotional connection, perceived knowledge, and credibility play a more critical role than trustworthiness in driving purchase intention within the fast fashion sector. Practically, the study highlights the importance of selecting influencers who are familiar, knowledgeable, and relatable to enhance marketing effectiveness.
Co-Authors Kee, Daisy Mui Hung Singh, Padmalini Tan, Lay Hong Xie, Zi Yang Xiong, Xin Yuan Yao, Quan Cheng Yap, Jin Cong Yee, Jing Foo