Instagram influencers as predictors of consumer purchase intention towards fashion products in Jakarta, Indonesia

Objective: The objective of this study is to determine the effect of perceived originality, perceived uniqueness, and source credibility of accounts owned by Instagram influencers on consumers’ purchase intention of fashion products in Jakarta, Indonesia Methodology: An online survey was administered to online Instagram users in Jakarta, Indonesia. Descriptive, correlation and regression analysis were used as statistical tools to analyse the data and to test the hypotheses. Results: Perceived originality, perceived uniqueness and source credibility have significant and positive relationship on purchase intention of purchase products in Instagram. Moreover, perceived originality is the best predictor of purchase intention among respondents of this study. Implication: This study presents a conceptually yet empirically supported framework to describe the significance of perceived originality, source credibility and purchase intention in fashion products. The study is specifically useful for Instagram influencers as it helps identify which characteristics that they should show to cultivate purchase intention among people aged 18-34.