Pengaruh Fanatisme, Influencer, dan Online Customer Review terhadap Keputusan Pembelian Merchandise Hindia (Studi pada Fanbase @teamhindia)

Egidia Rikhadatul Aisy, Restu Frida Utami, M Agung Miftahuddin, meydy fauziridwan

Abstract


This study aims to analyze the influence of fanaticism, influencers, and online customer reviews on purchasing decisions for official Hindia merchandise within the @teamhindia community, using the Theory of Planned Behavior as its theoretical framework. A quantitative approach was employed, utilizing purposive sampling to select 100 respondents who are @teamhindia followers and have previously purchased official Hindia merchandise. Primary data were collected via Likert-scale questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The analysis results indicate that fanaticism, influencers, and online customer reviews each exert a positive and significant influence on purchasing decisions, with fanaticism emerging as the most dominant factor.

Keywords


Fanaticism, Influencer, Online customer review, Purchase Decision

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2930

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