The Influence of Fashion Influencers and Self-Image on Thrifting Purchase Decisions with Brand Image as a Moderating Variable
DOI:
https://doi.org/10.35145/icobima.v4i2.6252Keywords:
brand image, fashion influencer, buying decision, self image, thriftingAbstract
This study aims to analyze the influence of fashion influencers and self-image on the purchasing decisions of second-hand clothing (thrifting), with brand image as a moderating variable. The study employs a quantitative approach using a survey method by distributing online questionnaires to 100 respondents. The sampling technique used is purposive sampling and area sampling, and the data is analyzed using Moderated Regression Analysis (MRA). The results indicate that both fashion influencers and self-image have a positive and significant effect on purchasing decisions. Furthermore, brand image has been shown to strengthen this influence as a moderating variable. These findings provide implications for marketing strategies that optimize public figures based on social media for the digital-native segment and enhance brand image in influencing consumer behavior, particularly among Generation Z.
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