Analyzing the Impact of Fashion Influencer to Customer Impulse Buying Behavior
Najla Prihana Gunawan
School of Business and Management, Bandung Institute of Technology
Jl. Ganesha No. 10 Lb. Siliwangi, Bandung, 40132, Indonesia
*najla.prihana[at]sbm-itb.ac.id
Abstract
Internet is one of the most important things for people-s lives in this era. To connect with others by bringing the distance closer, even for doing transaction such as shopping. As the internet has growth expeditiously, many people use the internet also for running their business and use one of the most powerful platforms on the internet, which is social media. And to market their product, there are several ways to promote the product and to attract the customer such as by endorsing people that interested in fashion and can give influence to their followers, also have more than a thousand of followers on social media or Instagram, called Fashion Influencer. One of the main reason why people buy a product is because of the recommendation of fashion influencer on social media, people buy for something that they don-t intend to buy it. And the impulse buying behavior happens. This research aims to analyze and identify the impact of fashion influencer marketing on Instagram to customer impulsive buying behavior and related to the fashion style adopted by the online consumer using a diffusion of innovation theory. This research belongs to qualitative research with a semi-structured and in-depth interview. The sample of this research is .the customer or someone who is using Instagram and follows for the fashion industry with the early adults age in the range of 18 to 22 years old in Indonesian urban area, Bandung and Jakarta. This study is expected to reach the objective of this research; first, to know and understand the factors of fashion influencer that affects the impulse buying on online customer and second, to analyze the factors that influence the adoption of online impulsive buying by drawing ideas from the theory of diffusion of innovation.
Keywords: Fashion influencer; Impulsive buying behavior; Online shopping; Diffusion of innovation
Topic: Management