Influencer Marketing di Industri Fashion: Systematic Review terhadap Landasan Teoritis, Niat Beli Konsumen, dan Arah Penelitian
DOI:
https://doi.org/10.32493/drb.v9i2.59206Keywords:
Influencer Marketing; Purchase Intention; Industri Fashion; Source Credibility; Systematic Literature Review.Abstract
Literatur influencer marketing pada industri fashion masih menghadapi fragmentasi teoritis, inkonsistensi temuan empiris mengenai dimensi kredibilitas influencer, serta dominasi konteks negara maju yang membatasi relevansi bagi pasar berkembang seperti Indonesia. Penelitian ini bertujuan memetakan perspektif teori, menganalisis mekanisme purchase intention, dan mengidentifikasi kesenjangan penelitian melalui systematic literature review dengan protokol PRISMA pada basis data Scopus periode 2022–2026. Dari 5.862 artikel yang teridentifikasi, penyaringan bertahap berdasarkan kriteria inklusi dan evaluasi kualitas menggunakan MMAT menghasilkan 18 artikel yang dianalisis. Source Credibility Model merupakan kerangka dominan, dengan trustworthiness, expertise, dan attractiveness sebagai anteseden utama niat beli. Enam kategori kesenjangan teridentifikasi, termasuk minimnya riset pada konteks pasar berkembang dan segmen modest fashion Indonesia. Kontribusi utama terletak pada integrasi fondasi teori, mekanisme purchase intention, dan pemetaan research gaps dalam satu kerangka systematic review yang koheren.
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