Analyzing the Impact of Fashion Influencer on Online Impulsive Buying Behavior


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. 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, 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 used a qualitative approach with a semi-structured and in-depth interview, and quantitative approach through a questionnaire to validate the data by knowing the percentage of consumer based on the sample was conducted. The result of coding interpretation and questionnaire shows that 80% of participants are adopting the fashion product and influenced by a purely specific influencer that leads to impulsive buying Results indicate that macro influencer affects the impulsive purchase of fashion product to early majority stage and self-updated stage. Micro influencer affects the impulsive purchase of fashion product to early adopter fashion adaptation stage and leads to pure impulsive buying of the consumer.

Keywords: fashion influencer, fashion adaptation style, impulsive buying behavior, online shopping, diffusion of innovation

[1] Laohapensang, O. (2009). Factors influencing internet shopping behaviour: a survey of consumers in Thailand. Journal of Fashion Marketing and Management: An International Journal

[2] Alexander, E. (2018, September). Harper’s Bazaar. Retrieved from Harper’s Bazaar: https: // definition/

[3] Napoleon Cat. (2019, April). Instagram users in Indonesia – March 2017. Retrieved May, 2018 from Napoleon Cat:

[4] Glucksman, M. (2017). The Rise of Social Media Influencer Marketing on Lifestyle Branding: A Case Study of Lucie Fink. Retrieved from content/uploads/sites/153/2017/12/08_Lifestyle_Branding_Glucksman.pdf

[5] Jain, S. and Posavac, S. (2001) Pre-purchase attribute verifiability, source credibility and persuasion. Journal of Consumer Psychology, Vol. 11 No. 3, pp. 169-180

[6] Christodoulaki, A. (2018). The effects of micro vs macro influencers on brand awareness, brand attitude, and purchase intention, and the moderating role of advertising appeals.

[7] Barker, S. (2017) Using micro-influencers to successfully promote your brand. Forbes. Retrieved from: influencer-to- successfully-promote-your-brand/#2444eb8b1763

[8] Marwick, A. E. (2013). Status update: Celebrity, publicity, & branding in the social media age. New Haven, CT: Yale University Press.

[9] Lv, H., Yu, G., & Wu, G. (2015). Celebrity Endorsement Problem on Social Media: Formulation, Analysis and Recommendation Algorithm. International Journal Of U- And E-Service, Science And Technology, 8(1), 357-370. Retrieved from:

[10] Hatton, G. (2018, February 13). Micro influencer vs macro influencer. Social Media Today. Retrieved from:

[11] Hwang, Yoori & Jeong, Se-Hoon. (2016). “This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts. Computers in Human Behavior.

[12] Rogers, Everett (2003). Diffusion of Innovations, 5th Edition. Simon and Schuster.

[13] Rogers, E. M. (1995). Diffusion of innovations. New York: Free Press.

[14] Forsythe, S., Butler, S., & Mi Sook Kim. (1991). Fashion Adoption: Theory and Pragmatics. Clothing and Textiles Research Journal, 9(4), 8–15.doi:10.1177/0887302x9100900402

[15] Engel, J. F., and Blackwell, R. D. (1982). Consumer Behavior, 4th ed., CBS College Publishing.

[16] Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research. Retrieved From: https://doi. org/10.1086/209105

[17] Stern, H. (1962). The Significance of Impulse Buying. Journal of Marketing, 26(2), 59-62

[18] Hodge, Rebecca (2004). Factors Influencing Impulse Buying During an Online Purchase Transaction. UWSpace.

[19] Denzin, N. K., & Lincoln, Y. S. (1994). Introduction: The discipline and practice of qualitative research.

[20] Babbie, Earl R. (2010) The Practice of Social Research. Doing Quantitative Research in Education with SPSS. 2nd edition. London: SAGE Publications, 2010.

[21] Ellen, Stephanie. (2018) Slovin’s formula sampling technique. Sciencing Publisher. Retrieved from: https: //