THE INFLUENCE OF SOURCE CREDIBILITY AND ARGUMENT QUALITY OF 'JOVI ADHIGUNA' ON PURCHASE INTENTION OF LUXURY BAGS ON HERMESIEN CLOSET’S INSTAGRAM ACCOUNT THROUGH INFORMATION

ROOT ROSSINTA SCHUMANN; BAMBANG DWI PRASETYO; ANANDA SABIL HUSSEIN

doi:10.20414/politea.v8i2.14130

Authors

ROOT ROSSINTA SCHUMANN Universitas Brawijaya
BAMBANG DWI PRASETYO University of Brawijaya
ANANDA SABIL HUSSEIN University of Brawijaya

DOI:

https://doi.org/10.20414/politea.v8i2.14130

Keywords:

Source Credibility, Argument Quality, Purchase Intention, Instagram Marketing, Fashion Influencer.

Abstract

This study investigates the influence of source credibility and argument quality of fashion influencer Jovi Adhiguna on consumers' purchase intention of luxury bags via Hermesien Closet’s Instagram account, mediated by perceived information usefulness. Applying the Elaboration Likelihood Model (ELM), the study surveyed 100 Instagram users fitting Hermesien Closet’s target audience using a structured questionnaire. Data analysis was performed using Partial Least Squares (PLS) path modeling. Findings reveal that both source credibility and argument quality positively influence purchase intention, with information usefulness playing a significant mediating role. Practical implications suggest the importance of selecting credible influencers and crafting strong message arguments in digital marketing strategies targeting luxury consumers

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