Pengaruh Brand Ambassador dan Fanatisme Penggemar pada Keputusan Pembelian di Tokopedia dengan Gender sebagai Variabel Moderasi
##plugins.themes.academic_pro.article.main##
Published
Aug 20, 2024
Abstract
Studi ini bertujuan untuk menjelaskan pengaruh duta merek dan fanatisme penggemar pada keputusan pembelian di Tokopedia dengan gender sebagai moderasi. Populasi penelitian ini adalah penggemar BTS yang telah melakukan pembelian di Tokopedia yang melibatkan 150 responden yang terdiri dari 75 responden laki-laki dan 75% responden perempuan. Para responden dipilih dengan menggunakan sampel Studi ini menggunakan metode penelitian kuantitatif dan jenis penelitian dalam studi ini adalah jenis penelitian Survey Cross Sectional. Data yang diperoleh dari data primer adalah melalui distribusi kuesioner kepada responden melalui Google Form. Analisis data dilakukan menggunakan pendekatan Structural Equation Model (SEM) berdasarkan Parcial Least Square (PLS) dengan pemrosesan data menggunakan perangkat lunak Smart PLS. Hasil penelitian menunjukkan bahwa para duta merek memiliki efek positif dan signifikan pada keputusan pembelian di Tokopedia, fanatisme memiliki efek yang positif dan penting pada keputusan membeli di tokopedia, dan gender tidak memoderasi pengaruh para ambassador merek dan fanatisma penggemar pada keputusan belanja di Tokopedia.
##plugins.themes.academic_pro.article.details##
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak Cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Ranah Research : Journal of Multidisciplinary Research and Development berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Ranah Research.
How to Cite
Lajmi Marahmi, F., Kurnia Sari, D. and Alfitman, A. (2024) “Pengaruh Brand Ambassador dan Fanatisme Penggemar pada Keputusan Pembelian di Tokopedia dengan Gender sebagai Variabel Moderasi”, Ranah Research : Journal of Multidisciplinary Research and Development, 6(5), pp. 2193-2200. doi: 10.38035/rrj.v6i5.1109.
References
A. Waluyan, G., Lumanauw, B., & H. Rogi, M. (2023). The Influence of Product Quality, Brand Ambassador and Korean Wave on Purchasing Decisions of Undergraduate Students Using Scarlet Whitening Skincare at the Faculty of Economics and Business, Sam Ratulangi University, Manado. EMBA Journal, 11(1), 42–51.
Afandi, A. (2019). Forms of Gender Biased Behavior. LENTERA: Journal of Gender and Children Studies, 1(1), 1–18.
Agustina, A., ifan Dolly, F., & Widya, I. (2022). The Influence of Consumer Behavior and Lifestyle on STIA Setih Setio Students' Skincare Purchasing Decisions. STIA Bengkulu Journal: Committee to Administration..., 1(2), 113–124.
Amalia Hendarsin, AMC, Reggy, Z., Putri, G., & Widita, A. (2024). Utilizing K-Pop Idols as Brand Ambassadors to Increase Brand Awareness in Social Media. Procedia Computer Science, 234, 787–794. https://doi.org/10.1016/j.procs.2024.03.065
Andriennawati, B. (2019). Tokopedia Announces BTS as Brand Ambassadors. https://www.tokopedia.com/blog/tokopedia-announces-bts-as-the-companys-brand-ambassador/?utm_source=google&utm_medium=organic
Apriliani, I., Muharsih, L., & Rohayati, N. (2021). Fanaticism and Consumptive Behavior in the K-Pop Fan Community in Karawang. Empowerment Journal of Psychology Students, Buana Perjuangan University, Karawang, 1(1), 75–84. https://doi.org/10.36805/empowerment.v1i1.99
Astutik, SP (2024). The Influence of Income, Price and Gender on Airline Ticket Purchasing Decisions. Journal of Applied Accounting Research, 8(1), 245–256.
Bandura, A. (1977). Social Learning Theory. In Analytical Biochemistry (Vol. 11, Issue 1).
Chaffey, D. (2015). Digital business and E-commerce management: Strategy, implementation and practice. In Management and Marketing (6th ed., Vol. 9, Issue 3).
Chung, E., Beverland, M. B., Farrelly, F., & Quester, P. (2008). Exploring consumer fanaticism: Extraordinary devotion in the consumption context. Advances in Consumer Research, 35, 333–340.
Connolly, G. J. (2017). Applying Social Cognitive Theory in Coaching Athletes: The Power of Positive Role Models. Strategies, 30(3), 23–29. https://doi.org/10.1080/08924562.2017.1297750
Damasta, GA, & Dewi, DK (2020). The Relationship Between Fanaticism and Consumptive Behavior among JKT48 Fans in Surabaya. Journal of Psychological Research, 07(04), 13–18.
Fasha, AF, Robi, MR, & Windasari, S. (2022). Determination of Purchase Decisions Through Purchase Interest: Brand Ambassadors and Brand Image (Literature Review of Marketing Management). Journal of Educational Management and Social Sciences, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Fauziah, RA, Fitriadi, BW, & Pauzy, DM (2022). The Influence Of Brand Ambassadors And Consumer Habits Of Purchasing Decisions For Nature Republic Products (Survey On Nature Republic's Consumers In Tasikmalaya). Journal of Indonesian Management (JIM), 2(3), 885–894. https://doi.org/10.53697/jim.v2i3.945
Fitriani, D. (2019). The Influence of Gender on Online Product Purchasing Decisions (Case Study of the Pontianak Community). Creative Communication and Innovative Technology Journal, 12(1), 99–107.
Gao, F., & Shen, Z. (2024). Sensory Brand Experience and Brand Loyalty: Mediators and Gender Differences. Acta Psychologica, 244(February), 104191. https://doi.org/10.1016/j.actpsy.2024.104191
Gundala, R.R., Nawaz, N., R.M., H., Boobalan, K., & Gajenderan, V.K. (2022). Does gender moderate the purchase intention of organic foods? Theory of reasoned action. Heliyon, 8(9), e10478. https://doi.org/10.1016/j.heliyon.2022.e10478
Hair et al. (2015). Multivariate Data Analysis (7th ed.).
Hanaysha, J.R. (2022). Impact of social media marketing features on consumer's purchase decisions in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hyrin, K. (2023). BTS Members Profile & Facts. K-Pop Singer.Com.
Juniarti, G. (2023). Big Influence of Youth Fanaticism on South Korean Idol to Skincare'Purchase Decision. International Proceedings of the Archipelago…, 254–259. https://proceedings.uinsaizu.ac.id/index.php/nuraicon/article/view/588
Khoiriah, YN, & Rahmawan, G. (2022). The Influence of Fanaticism, Packaging, Promotion, and Product Innovation on Purchase Decisions for Mcdonald's BTS Meal Products in Soloraya. Indonesian Journal of Social Science, 3(4), 601–614. https://doi.org/10.36418/jiss.v3i4.574
Korompis, J.G., Tumbuan, W.J.F., & J. Tumewu, F. (2022). the Influence of Brand Ambassador and Brand Image on E-Commerce Purchase Decision At Tokopedia Marketplace (Study on Millennial and Generation Z in Manado). J. Tumewu 903 EMBA Journal, 10(4), 903–911.
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th ed.).
Kumala, E.F., Widodo, J., & Zulianto, M. (2022). The Effect Of Using The K-Pop Idol Ambassador Brand And Company Brand Image On Purchase Decisions On The Marketplace Shopee. Journal of Profitability Management Science, 6(1), 1–5. https://doi.org/10.26618/profitability.v6i1.6949
Kusuma, AA, & Yandri, P. (2022). Effectiveness of Using K-Pop Brand Ambassadors in Increasing Interest in Buying K-Pop Beauty Products and Merchandise on Tokopedia. GEMA: Gentiaras Journal of Management and Accounting, 14(3), 233–248. https://doi.org/10.47768/gema.v14.n3.202207
Lazǎr, L. (2020). Gender Influence on the Perception of Celebrity Endorsements. Studia Universitatis Vasile Goldis Arad, Economics Series, 30(2), 13–23. https://doi.org/10.2478/sues-2020-0009
Macdonald, E.A., Hinks, A., Weiss, D.J., Dickman, A., Burnham, D., Sandom, C.J., Malhi, Y., & Macdonald, D.W. (2017). Identifying ambassador species for conservation marketing. Global Ecology and Conservation, 12, 204–214. https://doi.org/10.1016/j.gecco.2017.11.006
Marvela. (2022). BTS Wins the Most Billboard Music Awards in History. Seleb.Tempo.Co.
Maulida, CN, & Kamila, AD (2021). The Influence of K-Pop Brand Ambassadors on Consumer Loyalty (Study on Shopee Users). Kinesics, 8(2), 137–145. https://doi.org/10.22487/ejk.v8i2.154
Muslimah, MA (2021). Gender Relations in Celebrity Worship. 1–24.
Nadia, SM, & Pramitha, A. (2020). The Influence of BTS Kpop As Brand Ambassador On Purchase Decision In Tokopedia. E-Proceedings of Management, 7(2), 3616–3634.
Nasri, H. (2020). The influence of BTS Brand Ambassadors on Purchase Intention mediated by Tokopedia Brand Awareness in Indonesia. Economics and Management, 2(2), 2–13.
Nasution, N. Azza R. (2021). The Influence of Brand Ambassadors, Consumptive Behavior, and Fanaticism on Purchasing Decisions for Nature Republic Products in an Islamic Economic Perspective (Case Study of Consumer Fans of the Korean Boygroup Nct 127 in Indonesia). Https://Eprints.Walisongo.Ac.Id/Id/Eprint/13706/, 4(1), 1–23.
Nurjanah, P., & Ikhsan, N. El. (2022). The Influence of Fanaticism and Consumer Behavior on Kpop Merchandise Purchasing Decisions (Case Study of the SVT Kpop Group Fan Community in DKI Jakarta). Journal of Business Administration, 2(3), 449–460.
Ochieng, T. A., Sirai, S., & Fwamba, R. (2022). Effects of Gender of the Celebrity on Consumer Purchase Intention of Public University Students. Journal of International Business, Innovation and Strategic Management, 6(1), 1–10.
Purwanto, D., & Wijaya, T. (2018). the Effect of Gender, Sales Promotion, and Materialism Character on Impulse Buying Behavior Online (Case Study on Students of Economics Faculty State, University of Yogyakarta). Indonesian Journal of Management and Business, 75, 449–457.
Putri, NK, & Nuryati, L. (2023). The relationship between K-Pop fanaticism and adolescent mental health in terms of gender. Psychology Study Program, Faculty of Psychology, Muhammadiyah University of Surakarta, 1–13.
Rahmah, K., Made, L., & Satyaninggrat, W. (2023). The Effect of Consumer Characteristics and Lifestyle toward Purchase Decision. Journal of Consumer Sciences, 8, 395–413. https://doi.org/https://doi.org/10.29244/jcs.8.3.395-413
Ramadhan, RF, Alfitman, & Besra, E. (2023). The Influence of Product Quality, Price and E-WOM on Consumer Purchasing Decisions after the Covid-19 Pandemic with Trust as a Mediating Variable. Journal of Business Economics Informatics, 5, 879–884. https://doi.org/10.37034/infeb.v5i3.597
Rochaniah, Y., & Sari, RC (2021). The Influence of Digital Financial Literacy, Income and Gender on E-Commerce Consumer Purchasing Decisions. Profita Journal: Accounting Science Review, 9(6), 1–20.
Safitri, D., & Hanifa, S. (2023). Inaba University Students' Fanaticism Against K-Pop. Journal of Digital Communication Science, 1(1), 22–32. https://doi.org/10.56956/jdcs.v1i1.181
Sari, RP (2021). Nicknamed Sold Out King, Jungkook BTS's live pajamas sold out in an instant. Kompas.Com.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. In Wiley plus learning space (7th ed., Vol. 34, Issue 7). https://doi.org/10.1108/lodj-06-2013-0079
Suhendra, R., & Nasution, SMA (2023). The Influence of Price and Brand Image on Purchasing Decisions with Purchase Intention as an Intervening Variable (Case Study of Onitsuka Shoe Wearers among FEB UMSU Students). Salman Journal (Social And Management), 4(2), 138–155.
Tarka, P., Kukar-Kinney, M., & Harnish, R. J. (2022). Consumers' personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64, 102802. https://doi.org/10.1016/j.jretconser.2021.102802
Thorne, S., & C. Bruner, G. (2006). An exploratory investigation of the characteristics of consumer fanaticism. Qualitative Market Research, 9(1), 51–72. https://doi.org/10.1108/13522750610640558
Utami, MD, Lita, RP, & Alfitman. (2023). The relationship of social media marketing, brand awareness and purchase decisions on some products in Padang city. Enrichment : Journal of Management, 13(1), 75–83. https://doi.org/10.35335/enrichment.v13i1.1217
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R.F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behavior. Journal of Retailing and Consumer Services, 75(April), 103506. https://doi.org/10.1016/j.jretconser.2023.103506
Wan, J., Ma, H., Zhou, W., Qin, M., & Li, P. (2024). The study of female college students' consumer psychology mechanisms toward male celebrity endorsed products: Tempted or coerced? Heliyon, 10(9), e30401. https://doi.org/10.1016/j.heliyon.2024.e30401
Afandi, A. (2019). Forms of Gender Biased Behavior. LENTERA: Journal of Gender and Children Studies, 1(1), 1–18.
Agustina, A., ifan Dolly, F., & Widya, I. (2022). The Influence of Consumer Behavior and Lifestyle on STIA Setih Setio Students' Skincare Purchasing Decisions. STIA Bengkulu Journal: Committee to Administration..., 1(2), 113–124.
Amalia Hendarsin, AMC, Reggy, Z., Putri, G., & Widita, A. (2024). Utilizing K-Pop Idols as Brand Ambassadors to Increase Brand Awareness in Social Media. Procedia Computer Science, 234, 787–794. https://doi.org/10.1016/j.procs.2024.03.065
Andriennawati, B. (2019). Tokopedia Announces BTS as Brand Ambassadors. https://www.tokopedia.com/blog/tokopedia-announces-bts-as-the-companys-brand-ambassador/?utm_source=google&utm_medium=organic
Apriliani, I., Muharsih, L., & Rohayati, N. (2021). Fanaticism and Consumptive Behavior in the K-Pop Fan Community in Karawang. Empowerment Journal of Psychology Students, Buana Perjuangan University, Karawang, 1(1), 75–84. https://doi.org/10.36805/empowerment.v1i1.99
Astutik, SP (2024). The Influence of Income, Price and Gender on Airline Ticket Purchasing Decisions. Journal of Applied Accounting Research, 8(1), 245–256.
Bandura, A. (1977). Social Learning Theory. In Analytical Biochemistry (Vol. 11, Issue 1).
Chaffey, D. (2015). Digital business and E-commerce management: Strategy, implementation and practice. In Management and Marketing (6th ed., Vol. 9, Issue 3).
Chung, E., Beverland, M. B., Farrelly, F., & Quester, P. (2008). Exploring consumer fanaticism: Extraordinary devotion in the consumption context. Advances in Consumer Research, 35, 333–340.
Connolly, G. J. (2017). Applying Social Cognitive Theory in Coaching Athletes: The Power of Positive Role Models. Strategies, 30(3), 23–29. https://doi.org/10.1080/08924562.2017.1297750
Damasta, GA, & Dewi, DK (2020). The Relationship Between Fanaticism and Consumptive Behavior among JKT48 Fans in Surabaya. Journal of Psychological Research, 07(04), 13–18.
Fasha, AF, Robi, MR, & Windasari, S. (2022). Determination of Purchase Decisions Through Purchase Interest: Brand Ambassadors and Brand Image (Literature Review of Marketing Management). Journal of Educational Management and Social Sciences, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840
Fauziah, RA, Fitriadi, BW, & Pauzy, DM (2022). The Influence Of Brand Ambassadors And Consumer Habits Of Purchasing Decisions For Nature Republic Products (Survey On Nature Republic's Consumers In Tasikmalaya). Journal of Indonesian Management (JIM), 2(3), 885–894. https://doi.org/10.53697/jim.v2i3.945
Fitriani, D. (2019). The Influence of Gender on Online Product Purchasing Decisions (Case Study of the Pontianak Community). Creative Communication and Innovative Technology Journal, 12(1), 99–107.
Gao, F., & Shen, Z. (2024). Sensory Brand Experience and Brand Loyalty: Mediators and Gender Differences. Acta Psychologica, 244(February), 104191. https://doi.org/10.1016/j.actpsy.2024.104191
Gundala, R.R., Nawaz, N., R.M., H., Boobalan, K., & Gajenderan, V.K. (2022). Does gender moderate the purchase intention of organic foods? Theory of reasoned action. Heliyon, 8(9), e10478. https://doi.org/10.1016/j.heliyon.2022.e10478
Hair et al. (2015). Multivariate Data Analysis (7th ed.).
Hanaysha, J.R. (2022). Impact of social media marketing features on consumer's purchase decisions in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hyrin, K. (2023). BTS Members Profile & Facts. K-Pop Singer.Com.
Juniarti, G. (2023). Big Influence of Youth Fanaticism on South Korean Idol to Skincare'Purchase Decision. International Proceedings of the Archipelago…, 254–259. https://proceedings.uinsaizu.ac.id/index.php/nuraicon/article/view/588
Khoiriah, YN, & Rahmawan, G. (2022). The Influence of Fanaticism, Packaging, Promotion, and Product Innovation on Purchase Decisions for Mcdonald's BTS Meal Products in Soloraya. Indonesian Journal of Social Science, 3(4), 601–614. https://doi.org/10.36418/jiss.v3i4.574
Korompis, J.G., Tumbuan, W.J.F., & J. Tumewu, F. (2022). the Influence of Brand Ambassador and Brand Image on E-Commerce Purchase Decision At Tokopedia Marketplace (Study on Millennial and Generation Z in Manado). J. Tumewu 903 EMBA Journal, 10(4), 903–911.
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th ed.).
Kumala, E.F., Widodo, J., & Zulianto, M. (2022). The Effect Of Using The K-Pop Idol Ambassador Brand And Company Brand Image On Purchase Decisions On The Marketplace Shopee. Journal of Profitability Management Science, 6(1), 1–5. https://doi.org/10.26618/profitability.v6i1.6949
Kusuma, AA, & Yandri, P. (2022). Effectiveness of Using K-Pop Brand Ambassadors in Increasing Interest in Buying K-Pop Beauty Products and Merchandise on Tokopedia. GEMA: Gentiaras Journal of Management and Accounting, 14(3), 233–248. https://doi.org/10.47768/gema.v14.n3.202207
Lazǎr, L. (2020). Gender Influence on the Perception of Celebrity Endorsements. Studia Universitatis Vasile Goldis Arad, Economics Series, 30(2), 13–23. https://doi.org/10.2478/sues-2020-0009
Macdonald, E.A., Hinks, A., Weiss, D.J., Dickman, A., Burnham, D., Sandom, C.J., Malhi, Y., & Macdonald, D.W. (2017). Identifying ambassador species for conservation marketing. Global Ecology and Conservation, 12, 204–214. https://doi.org/10.1016/j.gecco.2017.11.006
Marvela. (2022). BTS Wins the Most Billboard Music Awards in History. Seleb.Tempo.Co.
Maulida, CN, & Kamila, AD (2021). The Influence of K-Pop Brand Ambassadors on Consumer Loyalty (Study on Shopee Users). Kinesics, 8(2), 137–145. https://doi.org/10.22487/ejk.v8i2.154
Muslimah, MA (2021). Gender Relations in Celebrity Worship. 1–24.
Nadia, SM, & Pramitha, A. (2020). The Influence of BTS Kpop As Brand Ambassador On Purchase Decision In Tokopedia. E-Proceedings of Management, 7(2), 3616–3634.
Nasri, H. (2020). The influence of BTS Brand Ambassadors on Purchase Intention mediated by Tokopedia Brand Awareness in Indonesia. Economics and Management, 2(2), 2–13.
Nasution, N. Azza R. (2021). The Influence of Brand Ambassadors, Consumptive Behavior, and Fanaticism on Purchasing Decisions for Nature Republic Products in an Islamic Economic Perspective (Case Study of Consumer Fans of the Korean Boygroup Nct 127 in Indonesia). Https://Eprints.Walisongo.Ac.Id/Id/Eprint/13706/, 4(1), 1–23.
Nurjanah, P., & Ikhsan, N. El. (2022). The Influence of Fanaticism and Consumer Behavior on Kpop Merchandise Purchasing Decisions (Case Study of the SVT Kpop Group Fan Community in DKI Jakarta). Journal of Business Administration, 2(3), 449–460.
Ochieng, T. A., Sirai, S., & Fwamba, R. (2022). Effects of Gender of the Celebrity on Consumer Purchase Intention of Public University Students. Journal of International Business, Innovation and Strategic Management, 6(1), 1–10.
Purwanto, D., & Wijaya, T. (2018). the Effect of Gender, Sales Promotion, and Materialism Character on Impulse Buying Behavior Online (Case Study on Students of Economics Faculty State, University of Yogyakarta). Indonesian Journal of Management and Business, 75, 449–457.
Putri, NK, & Nuryati, L. (2023). The relationship between K-Pop fanaticism and adolescent mental health in terms of gender. Psychology Study Program, Faculty of Psychology, Muhammadiyah University of Surakarta, 1–13.
Rahmah, K., Made, L., & Satyaninggrat, W. (2023). The Effect of Consumer Characteristics and Lifestyle toward Purchase Decision. Journal of Consumer Sciences, 8, 395–413. https://doi.org/https://doi.org/10.29244/jcs.8.3.395-413
Ramadhan, RF, Alfitman, & Besra, E. (2023). The Influence of Product Quality, Price and E-WOM on Consumer Purchasing Decisions after the Covid-19 Pandemic with Trust as a Mediating Variable. Journal of Business Economics Informatics, 5, 879–884. https://doi.org/10.37034/infeb.v5i3.597
Rochaniah, Y., & Sari, RC (2021). The Influence of Digital Financial Literacy, Income and Gender on E-Commerce Consumer Purchasing Decisions. Profita Journal: Accounting Science Review, 9(6), 1–20.
Safitri, D., & Hanifa, S. (2023). Inaba University Students' Fanaticism Against K-Pop. Journal of Digital Communication Science, 1(1), 22–32. https://doi.org/10.56956/jdcs.v1i1.181
Sari, RP (2021). Nicknamed Sold Out King, Jungkook BTS's live pajamas sold out in an instant. Kompas.Com.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach. In Wiley plus learning space (7th ed., Vol. 34, Issue 7). https://doi.org/10.1108/lodj-06-2013-0079
Suhendra, R., & Nasution, SMA (2023). The Influence of Price and Brand Image on Purchasing Decisions with Purchase Intention as an Intervening Variable (Case Study of Onitsuka Shoe Wearers among FEB UMSU Students). Salman Journal (Social And Management), 4(2), 138–155.
Tarka, P., Kukar-Kinney, M., & Harnish, R. J. (2022). Consumers' personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64, 102802. https://doi.org/10.1016/j.jretconser.2021.102802
Thorne, S., & C. Bruner, G. (2006). An exploratory investigation of the characteristics of consumer fanaticism. Qualitative Market Research, 9(1), 51–72. https://doi.org/10.1108/13522750610640558
Utami, MD, Lita, RP, & Alfitman. (2023). The relationship of social media marketing, brand awareness and purchase decisions on some products in Padang city. Enrichment : Journal of Management, 13(1), 75–83. https://doi.org/10.35335/enrichment.v13i1.1217
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R.F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behavior. Journal of Retailing and Consumer Services, 75(April), 103506. https://doi.org/10.1016/j.jretconser.2023.103506
Wan, J., Ma, H., Zhou, W., Qin, M., & Li, P. (2024). The study of female college students' consumer psychology mechanisms toward male celebrity endorsed products: Tempted or coerced? Heliyon, 10(9), e30401. https://doi.org/10.1016/j.heliyon.2024.e30401