ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1583602
Analyzing the Influence of Attitude toward Fashion Influencer on Purchase Behavior Through Brand Attitude and Purchase Intention of Women's Fashion Product
Provisionally accepted
- Binus University, West Jakarta, Indonesia
Select one of your emails
You have multiple emails registered with Frontiers:
Notify me on publication
Please enter your email address:
If you already have an account, please login
You don't have a Frontiers account ? You can register here
This study investigates how attitudes toward fashion influencers influence purchase behavior in the context of local women's fashion products, with brand attitude and purchase intention as mediating variables. Referring to the Theory of Planned Behavior, this study incorporates perceived credibility, influencer expertise, and perceived behavioral control as key antecedents. Data were collected through an online questionnaire distributed to 290 Indonesian women, resulting in 251 valid responses for analysis using SmartPLS 4.0. The findings indicate that all three antecedents significantly shape consumers' attitudes toward fashion influencers, with credibility emerging as the strongest predictor. These attitudes, in turn, strongly influence brand perceptions and purchase intentions, which significantly drive purchase behavior. Notably, brand attitude serves as a strong mediator in the relationship between influencer attitude and purchase intention. The model confirms a strong intention-behavior relationship, reflecting the effectiveness of influencer marketing in a digital commerce environment. This study contributes to influencer marketing theory by extending the TPB to the context of digital consumers and offers practical insights for fashion brands operating in emerging markets.
Keywords: Fashion influencers, Purchase behavior, brand attitude, purchase intention, Influencer marketing
Received: 26 Feb 2025; Accepted: 12 May 2025.
Copyright: © 2025 Handranata and Kalila. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Yunita Wijaya Handranata, Binus University, West Jakarta, Indonesia
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.