Dampak Persepsi Risijo dalam Rekomendasi Produk Fashion oleh Influencer Dara Arafah tergadap Sikap dan Niat Pembelian

Abstract

This study aims to examine the effect of risk perception in fashion product recommendations by influencer Dara Arafah on consumer attitudes and purchase intentions. In addition, this study also examines the role of consumer involvement and perceived message authenticity in shaping risk perception, attitudes, and purchase intentions. This study uses a quantitative approach with a survey method by distributing questionnaires to respondents who have seen fashion product recommendations from influencer Dara Arafah. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that risk perception has a negative and significant effect on attitudes and purchase intentions. This means that the higher the risk perceived by consumers, the lower their positive attitudes and purchase intentions. In addition, consumer involvement and perceived message authenticity were found to have a positive and significant effect on attitudes and purchase intentions, while perceived message authenticity had a negative and significant effect on risk perception. Overall, the results show that message authenticity and consumer involvement play a role in reducing risk perception and increasing positive attitudes and purchase intentions toward recommended fashion products.