Pengaruh Fashion Influencer Terhadap Warna Busana Generasi Z
Abstract
Color selection is an important aspect when it comes to purchasing clothes, but there are not many studies linking color in fashion and marketing science. This study analyzes the influencer's attributes on the perceived character of followers so the creation of perceived customer value is established to find purchase intentions, and clothing color preferences in Indonesian’s Generation Z. With a sample size of 388 respondents, the researchers utilized a quantitative descriptive strategy to gather primary data by having survey participants fill out questionnaires. The Structural Equation Model (SEM) approach would then be used to examine the data that was gathered. The results prove that not all variables positively influence purchase intention in clothing color preference and the most desirable clothing colors is pink, blue, and yellow. In order to avoid product waste and improve marketing effectiveness, marketing professionals can use this research as a useful resource when choosing the color of apparel to be produced.
Keywords: fashion color, generation Z, influencer marketing, purchase intention, social media
References
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Balaban, D. C., Szambolics, J., and Chiricâ, M. (2022). Parasocial relations and social media influencers' persuasive power. Exploring the moderating role of product involvement. Acta Psychologica. Vol 230, DOI https://doi.org/10.1016/j.actpsy.2022.103731
Barger, V., Peltier. J.W., and Schultz. D.E. (2016). Social media and consumer engagement: a review and research agenda. International Journal of Integrated Marketing Communications, Vol 10 (Issue 4), Pages 268-287, DOI 10.1108/JRIM-06-2016-0065
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Conde, R., Casais, B. Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research. Vol 158, DOI https://doi.org/10.1016/j.jbusres.2023.113708
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Hallikainen, H., Laukkanen, T. (2021). Trustworthiness in e-commerce: A replication study of competing measures. Journal of Business Research. Vol 126, Pqges 644-653, DOI https://doi.org/10.1016/j.jbusres.2019.12.033
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Ki, C.W., Kim, Y.K., 2019. The mechanism by which social media influencers persuade consumers: the role of consumers’ desire to mimic. Psychol. Market. 36 (10), 905–922.
Ki, Chung-Wha, Cuevas, Leslie M., Chong, Sze Man, Lim, Heejin, 2020. Influencer marketing: social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. J. Retailing Consum. Serv. 55.
Kodžoman, D. (2019). The Psychology Of Clothing: Meaning of Colors, Body Image and Gender Expression in Fashion. Textile & Leather Review. Volume 2 (Issue 2), Pages 90-103, DOI 10.31881/TLR.2019.22
Ladhari, R., Massa, E., Skandrani, H., 2020. YouTube vloggers’ popularity and influence: the roles of homophily, emotional attachment, and expertise. J. Retail. Consum. Serv. 54, 102027 https://doi.org/10.1016/j.jretconser.2019.102027.
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Lee, J.E., Watkins, B., 2016. YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. J. Bus. Res. 69 (12), 5753–5760.
Lee, S. Y., & Ahn, J. K. (2018). 평범한 사람들의 비범한 영향 력, 인플루언서 [The extraordinary influence of ordinary people, influencer]. Paju: NexusBIZ.
Linschoten, J., dan Drs. Mansyur. 2007. Warna. Yogyakarta: Institut Seni Indonesia.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Lou, C., Kim, H.K., 2019. Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Front. Psychol. 10, 2567. https://doi.org/10.3389/fpsyg.2019.02567.
Malikhah, F.N., Susanti, D.N. (2021). Pengaruh Expertise, Attractiveness, Trustworthiness, dan Review Quality Terhadap Purchase Intention Produk Kosmetik (Studi pada Beauty Vlogger Rachel Goddard). Jurnal Ilmiah Mahasiswa Manajemen, Bisnis, dan Akuntansi. Vol 3 (Isshue 4), Page 698-708, Retrieved from http://journal.stieputrabangsa.ac.id/index.php/jimmba/index.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
Masuda, H., Han, S.H., Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change. Vol 174. DOI https://doi.org/10.1016/j.techfore.2021.121246
Notoatmodjo,S.(2002), Metodologi Penelitian Kesehatan, Rineka Cipta, Jakarta
Nugraha, Ali. 2008. Pengembangan Pembelajaran Sains pada Anak Usia Dini. Bandung: JILSI foundation.
Park, H.J., Lin, L.M., 2020. The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. J. Retailing Consum. Serv. 52, 101934.
Pentina, I., Guilloux, V. and Micu, A.C. (2018), “Exploring social media engagement behaviors in the context of luxury brands”, Journal of Advertising, Vol. 47 No. 1, pp. 55-69.
Perrot, P. (1994). Fashioning the Bourgeoisie: A History of Clothing in the Nineteenth Century. Princeton, New Jersey: Princeton University Press
Prawira, Darma. 2002. Warna dan Krativitas Penggunaannya. Bandung: ITB.
Sanyoto, Abdi. 2005. Dasar-dasar Tata Rupa dan Desain. Yogyakarta: Arti Bumi Intaran.
Scully, K., Cobb, D.J. (2012). Color Forecasting For Fashion. City Road, London: Laurence King Publishing Ltd
See-To, E.W.K., Ho, K.K.W., 2014. Value co-creation and purchase intention in social network sites: the role of electronic Word-of-Mouth and trust – a theoretical analysis. Comput. Hum. Behav. 31, 182–189.
Sokolova, K., Kefi, H., 2020. Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. J. Retail. Consum. Serv. 53 https://doi.org/10.1016/j.jretconser.2019.01.011.
Sreenivasan, S. (2022). How to Use Social Media in Your Career. The New York Times, Newspaper, p. Retrieved from https://www.nytimes.com/guides/business/social-media-for-career-and-business
Sugiyono, (2009). Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung : Alfabeta.
T. Powers, D. Advincula, M.S. Austin, S. Graiko, J. Snyder, Digital and social media in the purchase-decision process: a special report from the advertising research foundation, J. Advert. Res. 52 (2012) 479–489, https://doi.org/ 10.2501/JAR-52-4-479-489.
Torres, P., Augusto, M., Matos, M., (2019). Antecedents and outcomes of digital influencer endorsement: an exploratory study. Psychol. Market. 36 (12), 1267–1276.
Tukachinsky, R., Walter, N., Saucier, C.J., 2020. Antecedents and effects of parasocial relationships: a meta-analysis. J. Commun. 70 (6), 868–894.
Tun, P.M. (2022) What is the Role of T.E.A Concept Between Positive Recommendation and Behavioural Intention to Purchase in Social Media?. The South Asia Journal of Management. Vol 16, Pages 23-42, DOI 10.21002/seam.v16i2.1101.
Umberto, John, and William. (1990). Faith in Fakes: Travels in Hyperreality (2nd ed.). Boston, United States: Mariner Books
Vorwerk, D. (2014). Just Style: Fashion Guide for Women. Rheinbreitbach, Rheinland-Pfalz Germany: H. F. Ullmann Publishing Gmbh
Wiedmann, K.-P., von Mettenheim, W., 2020. Attractiveness, trustworthiness and expertise – Social influencers’ winning formula? Journal of Product & Brand Management. 30 (5), 707–725.
Wu, W.H., Wu. Y.J, et al. (2012). Review of trends from mobile learning studies: A meta-analysis. Computers & Education Jurnal. Vol 59 (Issue 2), Pages 817-827, DOI https://doi.org/10.1016/j.compedu.2012.03.016.
Yeon, S. (2018, October 12). [토요워치] “내 ★는 내 손으로” 방탄소년단 키운 Z세대 [[Sat. Watch] “My ★ is raised by my own hands” generation Z raised BTS]. Sedaily. Retrieved from Schneider, B., Lee, D. (2022, October 11).
Alexander, E. (2018, September). Harper’s Bazaar. Retrieved from Harper’s Bazaar: https://www.harpersbazaar.com/uk/fashion/fashion-news/news/a41898/fashion- influencer-fashion-blogger-definition/
Arachchi, H., Samarasinghe, G.D., (2022). Corporate Social Responsibility Towards Purchase Intention Across Regional Identity: A Comparison Between South Asia and Southeast Asia During COVID-19. Global Business Review. Vol 23 (Issue 6), DOI https://doi.org/10.1177/09721509221123204
Arora, A., Bansal, S., Kandpal, C., Aswani, R., Dwivedi, Y., 2019. Measuring social media influencer index-insights from Facebook, Twitter and Instagram. J. Retail. Consum. Serv. 49, 86–101.
Balaban, D. C., Szambolics, J., and Chiricâ, M. (2022). Parasocial relations and social media influencers' persuasive power. Exploring the moderating role of product involvement. Acta Psychologica. Vol 230, DOI https://doi.org/10.1016/j.actpsy.2022.103731
Barger, V., Peltier. J.W., and Schultz. D.E. (2016). Social media and consumer engagement: a review and research agenda. International Journal of Integrated Marketing Communications, Vol 10 (Issue 4), Pages 268-287, DOI 10.1108/JRIM-06-2016-0065
Barker, S. (2017) Using micro-influencer to successfully promote your brand. Forbes. Retrieved from: https://www.forbes.com/sites/forbescoachescouncil/2022/ 09/29/using-micro- influencer-to-successfully-promote-your-brand/#2444eb8b1763
Bu, Y., Parkinson, J.,& Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behavior and purchase intention. Journal of Retailing and Consumer Services. Vol 66. DOI https://doi.org/10.1016/j.jretconser.2021.102904
Business of Fashion. Gen-Z and Fashion in the Age of Realism | BoF Insights. Retrieved from https://www.businessoffashion.com/reports/retail/gen-z-fashion-in-the-age-of-realism-bof-insights-social-media-report/https://www.sedaily.com/NewsView/1S5VVZYB26/? mobile
Childers, C.C., Lemon, L.L., Hoy, M.G., 2019. #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. J. Curr. Issues Res. Advert. 40 (3), 258–274.
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.
Conde, R., Casais, B. Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research. Vol 158, DOI https://doi.org/10.1016/j.jbusres.2023.113708
Dameria, A. (2007). Color Basic Panduan Dasar Warna untuk Deisaineir dan Industri Grafika.Indoneisia: Link and Match Graphic.
Daniel Jr, E.S., Crawford Jackson, E.C., Westerman, D.K., 2018. The influence of social media influencers: understanding online vaping communities and parasocial interaction through the lens of Taylor’s six-segment strategy wheel. J. Interact. Advert. 18 (2), 96–109.
Delpechitre, D., Beeler-Connelly, L.L., Chaker, N.N., 2018. Customer value co-creation behavior: a dyadic exploration of the influence of salesperson emotional intelligence on customer participation and citizenship behavior. J. Bus. Res. 92, 9–24.
Hallikainen, H., Laukkanen, T. (2021). Trustworthiness in e-commerce: A replication study of competing measures. Journal of Business Research. Vol 126, Pqges 644-653, DOI https://doi.org/10.1016/j.jbusres.2019.12.033
Hartawidjaja. G.F., Agus, A. A. (2023). Influencer’s Trustworthiness for Car Purchase. Quantitative Economics and Management Studies (QEMS). Volume 4 (Issue 1), Page 2722-6247 , DOI https://doi.org/10.35877/454RI.qems1446
Huang, G. B., Zhu, Q. Y., & Siew, C. K. (2006). Extreme learning machine: Theory and applications. Neurocomputing, 70, 489–501.
Hwang, K., Zhang, Q., 2018. Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Comput. Hum. Behav. 87, 155–173.
Kay, S., Mulcahy, R., Parkinson, J., 2020. When less is more: the impact of macro and micro social media influencers’ disclosure. J. Market. Manag. 36 (3–4), 248–278.
Kemp,S. (2022, January, 26). DIGITAL 2022: ANOTHER YEAR OF BUMPER GROWTH. We are Social, Research News, p. Retrieved from https://wearesocial.com/uk/blog/2022/01/digital-2022-another-year-of-bumper-growth-2/
Ki, C.W., Kim, Y.K., 2019. The mechanism by which social media influencers persuade consumers: the role of consumers’ desire to mimic. Psychol. Market. 36 (10), 905–922.
Ki, Chung-Wha, Cuevas, Leslie M., Chong, Sze Man, Lim, Heejin, 2020. Influencer marketing: social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. J. Retailing Consum. Serv. 55.
Kodžoman, D. (2019). The Psychology Of Clothing: Meaning of Colors, Body Image and Gender Expression in Fashion. Textile & Leather Review. Volume 2 (Issue 2), Pages 90-103, DOI 10.31881/TLR.2019.22
Ladhari, R., Massa, E., Skandrani, H., 2020. YouTube vloggers’ popularity and influence: the roles of homophily, emotional attachment, and expertise. J. Retail. Consum. Serv. 54, 102027 https://doi.org/10.1016/j.jretconser.2019.102027.
Lam, J.M.S., Ismail, H., Lee, S., 2020. From desktop to destination: user-generated content platforms, co-created online experiences, destination image and satisfaction. Journal of Destination Marketing & Management 18, 100490.
Lee, J.E., Watkins, B., 2016. YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. J. Bus. Res. 69 (12), 5753–5760.
Lee, S. Y., & Ahn, J. K. (2018). 평범한 사람들의 비범한 영향 력, 인플루언서 [The extraordinary influence of ordinary people, influencer]. Paju: NexusBIZ.
Linschoten, J., dan Drs. Mansyur. 2007. Warna. Yogyakarta: Institut Seni Indonesia.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Lou, C., Kim, H.K., 2019. Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Front. Psychol. 10, 2567. https://doi.org/10.3389/fpsyg.2019.02567.
Malikhah, F.N., Susanti, D.N. (2021). Pengaruh Expertise, Attractiveness, Trustworthiness, dan Review Quality Terhadap Purchase Intention Produk Kosmetik (Studi pada Beauty Vlogger Rachel Goddard). Jurnal Ilmiah Mahasiswa Manajemen, Bisnis, dan Akuntansi. Vol 3 (Isshue 4), Page 698-708, Retrieved from http://journal.stieputrabangsa.ac.id/index.php/jimmba/index.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
Masuda, H., Han, S.H., Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change. Vol 174. DOI https://doi.org/10.1016/j.techfore.2021.121246
Notoatmodjo,S.(2002), Metodologi Penelitian Kesehatan, Rineka Cipta, Jakarta
Nugraha, Ali. 2008. Pengembangan Pembelajaran Sains pada Anak Usia Dini. Bandung: JILSI foundation.
Park, H.J., Lin, L.M., 2020. The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. J. Retailing Consum. Serv. 52, 101934.
Pentina, I., Guilloux, V. and Micu, A.C. (2018), “Exploring social media engagement behaviors in the context of luxury brands”, Journal of Advertising, Vol. 47 No. 1, pp. 55-69.
Perrot, P. (1994). Fashioning the Bourgeoisie: A History of Clothing in the Nineteenth Century. Princeton, New Jersey: Princeton University Press
Prawira, Darma. 2002. Warna dan Krativitas Penggunaannya. Bandung: ITB.
Sanyoto, Abdi. 2005. Dasar-dasar Tata Rupa dan Desain. Yogyakarta: Arti Bumi Intaran.
Scully, K., Cobb, D.J. (2012). Color Forecasting For Fashion. City Road, London: Laurence King Publishing Ltd
See-To, E.W.K., Ho, K.K.W., 2014. Value co-creation and purchase intention in social network sites: the role of electronic Word-of-Mouth and trust – a theoretical analysis. Comput. Hum. Behav. 31, 182–189.
Sokolova, K., Kefi, H., 2020. Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. J. Retail. Consum. Serv. 53 https://doi.org/10.1016/j.jretconser.2019.01.011.
Sreenivasan, S. (2022). How to Use Social Media in Your Career. The New York Times, Newspaper, p. Retrieved from https://www.nytimes.com/guides/business/social-media-for-career-and-business
Sugiyono, (2009). Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung : Alfabeta.
T. Powers, D. Advincula, M.S. Austin, S. Graiko, J. Snyder, Digital and social media in the purchase-decision process: a special report from the advertising research foundation, J. Advert. Res. 52 (2012) 479–489, https://doi.org/ 10.2501/JAR-52-4-479-489.
Torres, P., Augusto, M., Matos, M., (2019). Antecedents and outcomes of digital influencer endorsement: an exploratory study. Psychol. Market. 36 (12), 1267–1276.
Tukachinsky, R., Walter, N., Saucier, C.J., 2020. Antecedents and effects of parasocial relationships: a meta-analysis. J. Commun. 70 (6), 868–894.
Tun, P.M. (2022) What is the Role of T.E.A Concept Between Positive Recommendation and Behavioural Intention to Purchase in Social Media?. The South Asia Journal of Management. Vol 16, Pages 23-42, DOI 10.21002/seam.v16i2.1101.
Umberto, John, and William. (1990). Faith in Fakes: Travels in Hyperreality (2nd ed.). Boston, United States: Mariner Books
Vorwerk, D. (2014). Just Style: Fashion Guide for Women. Rheinbreitbach, Rheinland-Pfalz Germany: H. F. Ullmann Publishing Gmbh
Wiedmann, K.-P., von Mettenheim, W., 2020. Attractiveness, trustworthiness and expertise – Social influencers’ winning formula? Journal of Product & Brand Management. 30 (5), 707–725.
Wu, W.H., Wu. Y.J, et al. (2012). Review of trends from mobile learning studies: A meta-analysis. Computers & Education Jurnal. Vol 59 (Issue 2), Pages 817-827, DOI https://doi.org/10.1016/j.compedu.2012.03.016.
Yeon, S. (2018, October 12). [토요워치] “내 ★는 내 손으로” 방탄소년단 키운 Z세대 [[Sat. Watch] “My ★ is raised by my own hands” generation Z raised BTS]. Sedaily. Retrieved from Schneider, B., Lee, D. (2022, October 11).
Published
2023-09-15
Section
Articles
