JURNAL MANAJEMEN MOTIVASI
Vol 21 No 1 (2025): Jurnal Manajemen Motivasi

Influencer Popularity And Testimonials Drive Consumer Purchase Intention That Impacts Fashion Purchase Decisions

Widiastuti, Intan Sari (Unknown)
Syah, Muhammad Fahmi Johan (Unknown)

Article Info

Publish Date
25 May 2025

Abstract

This study examines the impact of influencer popularity and consumer testimonials on purchase intention and its subsequent effect on fashion purchasing decisions. A quantitative method with a structural equation modeling (SEM) approach was used to analyze responses from 100 university students. The findings indicate that both influencer popularity and testimonials significantly increase purchase intention, which strongly influences purchasing decisions. However, the direct impact of influencer popularity and testimonials on purchasing decisions is not significant without the mediating effect of purchase intention. These results suggest that fostering consumer intention is critical in driving actual purchase behavior.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...