Influencer Marketing Credibility, Content Interactivity, and Millennial Purchase Decisions: Evidence from Local Fashion Consumers in Bekasi

Abstract

The development of social media has transformed marketing strategies, particularly through influencer marketing and interactive content. This study aims to analyze the influence of influencer marketing credibility and social media content interactivity on purchase decisions of local fashion products among millennials in Bekasi City. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to millennial respondents who actively use social media and have purchased local fashion products based on influencer recommendations. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results indicate that influencer marketing credibility has a positive and significant effect on purchase decisions. In addition, social media content interactivity also has a positive and significant influence on purchase decisions of local fashion products. These findings suggest that trust in influencers and high levels of consumer engagement through interactive content play an important role in shaping millennials' purchase decisions. This study is expected to provide practical insights for local fashion businesses in developing effective digital marketing strategies.