Peran Perceived Emotional Value Consumer Dalam Memediasi Pengaruh Social Media Fashion Influencer Relatability dan Costumer Expertise Terhadap Purchase Decision

Mutia Tazkia (Manajemen Retail, Fakultas Ekonomi, Universitas Muhammadiyah Sukabumi)
Muhammad Khairul Amal (Manajemen Retail, Fakultas Ekonomi, Universitas Muhammadiyah Sukabumi)
Alhidayatullah Alhidayatullah (Manajemen Retail, Fakultas Ekonomi, Universitas Muhammadiyah Sukabumi)

Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Vol. 4 No. 3 (2026): Desember

This study examines the effect of social media fashion influencer relatability and consumer expertise on purchase decision, both directly and through the mediation of perceived emotional value, among consumers of Zaafer Indonesia. A quantitative explanatory approach was used with 150 respondents chosen through purposive sampling, analyzed using Structural Equation Modeling (SEM) via AMOS. Results show that social media fashion influencer relatability has a positive and significant effect on purchase decision and perceived emotional value. Perceived emotional value positively and significantly affects purchase decision and partially mediates the effect of relatability. In contrast, consumer expertise has no significant direct effect on purchase decision but significantly affects perceived emotional value, which fully mediates this relationship. Relatability shows the largest total effect, highlighting the importance of influencer-based marketing and strengthening consumers' emotional value.