<![CDATA[This study examine the influence of influencer marketing and customer attitudes toward product on impulse buying behavior in Indonesia's fashion industry, as well as the moderating role of wishful identification . Using a quantitative aproach, data were collected from 165 respondent from aged 18-35 years (including generation Z) through an online questionnaire and anlayzed using Structual Equation Model with Partial Least Squares (SEM-PLS). The findings indicate that influencer marketing significanly affect both attitudes toward product and impulse buying. Additionally, attitude toward product positively influence impulse buying, confirming that emotional and cognitive evaluation play a crucial role in spontaneous purchasing behaviour. However, wishful identification does not significantly influence moderate that purchase impulse are driven more by influencer credibility and authenticity than by a aspirational identification. The study cntributes to the understanding of digital consumers psycology an offers practical insight for marketers in optimizing influencer collaboration and social media engagement strategies.]]>
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