The impact of instagram influencer characteristic on purchasing intention of fashion product in Malaysia

Adzlee, Siti Mardiana (2024) The impact of instagram influencer characteristic on purchasing intention of fashion product in Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Social media had emerged as a powerful instrument for marketing, allowing for quick, democratic, and user-generated dissemination. As a result, the fashion industry uses it to analyse trends and forecast fashion habits. Social Media Influencer (SMI) has an influential power correlation in forming the image of a product and encouraging the increase of shopper purchase interest since they efficiently communicate with their followers through advanced media. As a result of this awareness and consideration, fashion industry industries and businesses have concentrated their efforts on selecting the most relevant factors that effectively influence consumers into buying fashion products on social media in order to make a competitive advantage from new and existing competitors in the market. This study attempted to identify social media influencer personal characteristic that have a significant relationship with fashion products purchase intention in Malaysia using Social Learning Theory and the Source Credibility and Source Attractiveness Models. This study looked at three independent variables: trustworthiness, expertise, and familiarity. In this regard, students from Universiti Teknikal Malaysia Melaka participated in a survey that was done online using Google forms. Data is being gathered from a sample of 384 Instagram users in Malaysia, and the reliability of the scale items is being shown using Cronbach's Alpha analysis.. Using correlation analysis to examine the link between the independent and dependent variables, it is discovered that all independent factors show a relationship with purchasing intention.

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