FACTORS THAT INFLUENCE PURCHASE INTENTION OF FASHION SHOW EVENTS BASED ON RECOMMENDATION BY INSTAGRAM INFLUENCERS CASE STUDY: UI FASHION WEEK

Resha, Ramadhania Resmana (2022) FACTORS THAT INFLUENCE PURCHASE INTENTION OF FASHION SHOW EVENTS BASED ON RECOMMENDATION BY INSTAGRAM INFLUENCERS CASE STUDY: UI FASHION WEEK. D4 thesis, Poltekpar NHI Bandung.

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Abstract

UI Fashion Week is a fashion show event organized by Klub Mode Universitas Indonesia that is held annually to bring awareness of fashion trends and support Indonesian local brands. Showcasing a very diverse collection from various brands with different themes every year, UI Fashion Week is anticipated by a lot of fashion enthusiasts. This event has been running since 2012, this year would be the 10th year of UI Fashion Week. Various stakeholders from the fashion industries such as fashion designers, fashion enthusiasts, fashion media, fashion photographers, and fashion influencers come to watch the show every year. However, it seems that due to the COVID-19 pandemic, UI Fashion Week is facing a decrease in their visitors. Seemingly, the marketing strategy that is implemented by UI Fashion Week is not effective enough to bring visitors to buy the tickets and attend the show. On the other side, there is a new marketing method that is referred to as the post-covid marketing evolution, the influencer marketing. Influencer marketing is a very new way of marketing, therefore, further research is conducted to identify which factors influence the audience target’s purchasing behavior. This research uses three indicators as the dependent variables, trustworthiness, expertise, and attractiveness, and purchase intention as the independent variable. Quantitative approach was used in this research, data collection was in the form of online questionnaires distributed through social media. The questions were posted as rating questions with the use of Likert five-point scale. There are 200 respondents of this research who are fashion enthusiasts that live in Indonesia and follow influencers on their instagram, from all ages and all economic classes. Multiple linear regression methods was conducted to analyze the data collected from questionnaires. This method was used to explain the correlation of dependent variables and independent variable. The result from this research is that trustworthiness, expertise, and attractiveness have significant impact on purchase intention. Thus, the writer recommend UI Fashion Week to implement influencer marketing on their next marketing strategy and considering the factors of Instagram influencers that proved to have significant effect on purchase intention of UI Fashion Week. Keywords: COVID-19, Fashion Show Event, Influencers, Influencer Marketing, Instagram, Purchase Intention,

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