FASHION BLOGGERS: FORMING CONSUMER ATTITUDES TO DETERMINE INTENTION TO BUY AND E-WOM

This statement is supported by data reported by Force Manager (2022), that 84% of online consumers have purchased a product based on the explanation they read on the blog, 25% of people aged between 25 and 34 years read blogs every day, two out of three people read blogs at least once a week, and one in four people buy something every month thanks to blogs. The impact of blogs which are so influential on digital marketing is also unavoidable in the sector studied in this research, the fashion sector. The fashion sector, including luxury brands and stores, contributes significantly to the world economy each year. It is one of the biggest but most difficult industries since it is affected by so many different things, such as the uncertain economy and the digital transformation (McKinsey & Company, 2022). In Indonesia itself, the fashion industry is very broad and has very dynamic trends. This industry has made a major contribution to the creative economy sector, it controls 17% of the creative economy in Indonesia (Rosana, 2022). Many fashion brands are under pressure to innovate in response to the digital era, while also being conscious of the financial commitment required for their digitalization. These companies started to accelerate their speed to market, innovate, and automate the essential functions of their manufacturing, supply chain processes, and product design (Swifterm, 2022). Seeing how blogs can have a big impact on the world of digital This study aims to find out what influences the formation of consumer attitudes towards bloggers. The method in this research was qualitative. The researcher utilized the Convenience Sampling method to gather information from readers. The data obtained was analyzed using the Smart PLS 4.0 software. The results of the research show, to be able to have a big influence on its readers, a blog must first make its readers have a positive attitude. The attitude of readers towards bloggers can be formed from the credibility and homolophily of the blog in the eyes of the readers. Then, the blog will get a positive attitude and bloggers can easily influence the purchase intention and e-WOM of its readers.