THE INFLUENCE OF FASHION INFLUENCER AND E-COMMERCE ON PURCHASE INTENTION THROUGH BRAND ATTITUDE ON PUTRI AGATA FASHION PRODUCTS IN BIMA (CASE STUDY CONDUCTED IN BIMA CITY)

Abstract

This study aims to analyze the influence of fashion influencers and E-Commerce on purchase intention through brand attitude in Putri Agata fashion products in Bima. The research employs a quantitative approach with data processed using SPSS and collected through questionnaires and interviews. Validity tests, reliability tests, F-tests, T-tests, determination tests, and path analysis were utilized to analyze the data.The results show that: (1) Fashion influencers significantly influence brand attitude; (2) E-Commerce significantly influences brand attitude; (3) Brand attitude significantly influences consumers' purchase intention; (4) Fashion influencers directly have a significant impact on consumers' purchase intention; (5) E-Commerce also directly has a significant impact on consumers' purchase intention; (6) The indirect influence of fashion influencers on purchase intention through brand attitude demonstrates a smaller contribution compared to its direct effect; (7) The indirect influence of E-Commerce on purchase intention through brand attitude is also smaller than its direct effect.The analysis confirms that the direct influence of fashion influencers and E-Commerce on purchase intention is more dominant than the indirect pathways through brand attitude. These findings suggest that interventions focusing directly on fashion influencers and E-Commerce variables can have a more effective impact on enhancing consumers' purchase intention.