PENGARUH INFLUENCER MARKETING DAN MINAT BELI PRODUK FASHION WANITA TERHADAP PENGGUNA SOSIAL MEDIA INSTAGRAM

A purchase decision denotes a consumer’s final act after mulling over an array of product-related insights. This inquiry was orchestrated to delve into the repercussions of digital tastemakers and the utilization of social media on female consumers’ inclination to acquire fashion commodities via Instagram. Data were amassed through the circulation of questionnaires among 385 female Instagram aficionados, selected through a purposive sampling framework. The t-test statistical probe revealed that social media exerts a noteworthy sway over the appetite to purchase, evidenced by a significance value of 0.000—well beneath the conventional 0.05 threshold. Conversely, influencers did not manifest a substantial imprint on purchase intention. Collectively, however, both digital figureheads and social platforms wield a consequential influence over women's proclivity to procure fashion wares on Instagram. This exposition underscores the pivotal role of social media as a catalyst shaping consumer desire within the Instagram milieu.