Pengaruh Fanatisme, Influencer, dan Online Customer Review terhadap Keputusan Pembelian Merchandise Hindia (Studi pada Fanbase @teamhindia)

Egidia Rikhadatul Aisy (Universitas Muhammadiyah Purwokerto)
Restu Frida Utami (Universitas Muhammadiyah Purwokerto)
M Agung Miftahuddin (Universitas Muhammadiyah Purwokerto)
meydy fauziridwan (Universitas Muhammadiyah Purwokerto)

EKONOMIS : Journal of Economics and Business
Vol 10, No 2 (2026): September

This study aims to analyze the influence of fanaticism, influencers, and online customer reviews on purchasing decisions for official Hindia merchandise within the @teamhindia community, using the Theory of Planned Behavior as its theoretical framework. A quantitative approach was employed, utilizing purposive sampling to select 100 respondents who are @teamhindia followers and have previously purchased official Hindia merchandise. Primary data were collected via Likert-scale questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The analysis results indicate that fanaticism, influencers, and online customer reviews each exert a positive and significant influence on purchasing decisions, with fanaticism emerging as the most dominant factor.