The Influence of Drift Garage Content as an Automotive Influencer on Social Media on Interest in Buying Car Modification Products
DOI:
https://doi.org/10.24256/kharaj.v8i2.9505Keywords:
Garasi Drift, Mega , Influencer, Impulsive Buying, Social Media.Abstract
This study, entitled The Influence of Garasi Drift’s Content as an Automotive Influencer on Social Media toward Purchase Intention of Car Modification Products, aims to analyze the influence of Garasi Drift’s content as a Mega Influencer on consumers’ impulsive buying interest in automotive modification products. The research object consists of social media followers of Garasi Drift who actively engage with automotive-related digital content. This study employs a quantitative approach using an online survey method distributed to 250 respondents selected through purposive sampling. The collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the SmartPLS software. The findings indicate that the congruence between consumers, influencers, and products has a positive effect on impulsive buying intention, and the Wishful Identification factor strengthens this relationship. The study concludes that content created by mega automotive influencers such as Garasi Drift can shape consumer perception, emotional attachment, and stimulate spontaneous purchase behavior toward modification products. The results contribute theoretically to the development of digital marketing studies and provide practical implications for automotive brands and influencers in designing more effective communication and content strategies.
References
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2024). Influencer marketing and purchase intentions in India’s automotive sector. Journal of Business Research, 159, 113228.
Belanche, D., Flavián, M., & Ibáñez-Sánchez, S. (2021). Consumer empowerment in social media: The roles of influencer credibility and congruence. International Journal of Information Management, 56, 102246.
Ceylan, E., & Hayran, C. (2025). Student responses to influencer marketing: Moderating effects of education and platform. Marketing Intelligence & Planning, 43(1), 98–115.
Chen, Y., Lu, Y., Wang, B., & Pan, Z. (2016). How do product recommendations affect impulse buying? An empirical study on WeChat. Information & Management, 53(2), 222–234.
Chetioui, Y., Lebdaoui, H., & Chetioui, F. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380.
Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2022). The influence of parasocial interaction on wishful identification. Journal of Retailing and Consumer Services, 66, 102904.
Cicco, L. D., Silva, S. C., & Alwi, S. F. S. (2021). Influence of Instagram celebrity endorsers on purchase intention: The roles of congruence and credibility. Journal of Retailing and Consumer Services, 59, 102409.
Conde, M., & Casais, B. (2023). Effectiveness of mega-influencers in fashion communities. Journal of Business Research, 151, 417–425.
Dangi, T., Macdonald, M., & Kandampully, J. (2020). Organic food consumption: Influences of value perception and social norms. Journal of Retailing and Consumer Services, 54, 102023.
Deng, W., Wang, Y., & Zhang, X. (2024). Influencer marketing effectiveness in Chinese markets: A consumer perspective. Asia Pacific Journal of Marketing and Logistics, 36(1), 55–75.
Dong, Q., Li, C., & Xu, J. (2024). The role of engagement in influencer marketing in China. Journal of Interactive Marketing, 55, 100–113.
Erwin, S., Natsir, M., & Hasbi, H. (2024). Social media marketing and impulse buying in South Sulawesi MSMEs. Jurnal Manajemen Indonesia, 24(1), 23–33.
Galdón-Salvador, L., Ahmed, M., & Al-Jaafreh, A. (2024). Trust and engagement in online purchases influenced by social media marketing. Journal of Retailing and Consumer Services, 70, 103172.
Guo, Y., Lu, Z., & Tang, Y. (2024). Online influencers and Chinese consumer behavior. Electronic Commerce Research and Applications, 59, 101118.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Jamil, R. A., Rehman, M., & Arshad, M. (2024). Online shopping behavior and impulse buying: Evidence from Pakistan. Journal of Consumer Behaviour, 23(2), 177–191.
Jha, A. (2025). Impact of influencer marketing on postgraduate students in India. Marketing and Education Journal, 45(1), 34–48.
Jung, J., & Im, S. (2021). How sponsorship disclosure affects consumer empathy: The role of influencer credibility. Journal of Business Research, 129, 420–431.
Kalam, A., Rahman, M., & Yusof, R. N. (2024). Celebrity endorsement and consumer behavior in Malaysia. International Journal of Advertising and Marketing, 43(2), 245–263.
Ki, C. W., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands. Journal of Interactive Advertising, 20(2), 141–155.
Khan, I., Rahman, Z., & Fatma, M. (2023). Green product congruence and consumer decision-making. Journal of Cleaner Production, 320, 128727.
Koay, K. Y., & Lim, S. X. (2025). Effectiveness of influencer marketing on online purchase behavior in Malaysia. Asian Journal of Business Research, 15(1), 88–104.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lee, J., & Kim, H. (2020). The effect of self-congruence in influencer marketing. Fashion and Textiles, 7(1), 1–17.
Le, N., Lee, Y., & Kim, S. (2025). Sustainable influencer marketing in South Korea and Vietnam. Journal of Global Fashion Marketing, 16(2), 221–240.
Li, J., Wang, S., & Chen, X. (2024). The rise of mega-influencers: Influence classification and consumer response. International Journal of Market Research, 66(2), 178–199.
Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2020). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 10(2), 65–80.
Lu, L. C., Chang, W. P., & Chang, H. H. (2015). Consumer attitudes toward green products: The influence of green marketing. International Journal of Marketing Studies, 7(2), 21–30.
Martínez-Falcó, J., Reinoso, R., & López, M. (2024). The economic impact of influencer marketing on Spanish wine. Journal of Wine Economics, 19(1), 63–81.
Meitiana, A., Suryani, T., & Rahayu, M. (2024). The effect of brand congruence and social identity on impulse buying in live commerce. Jurnal Manajemen dan Pemasaran Jasa, 17(1), 23–38.
Meng, X., Jang, Y., & Park, J. (2024). Influence of mega-influencers on young Korean consumers. Asian Journal of Communication, 34(1), 33–48.
Ozdemir, S., Koç, H., & Aydın, G. (2023). Brand endorsement through social media influencers. Journal of Promotion Management, 29(2), 199–221.
Pan, Y., Lee, J. Y., & Chen, C. Y. (2024). Influence of congruent value alignment on impulse buying in green marketing. Sustainability, 16(1), 1111.
Pangarkar, N., & Rathee, A. (2023). Luxury branding and influencer categories. Journal of Consumer Marketing, 40(2), 133–147.
Pick, D. (2021). The power of influencer credibility in consumer trust. European Journal of Marketing, 55(7), 1844–1867.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313.
Rungruangjit, W., & Charoenpornpanichkul, T. (2022). Micro-influencer impact on impulsive buying behavior in Thailand. Journal of Marketing Perspectives, 36(2), 114–125.
Sarwar, A., Nawaz, M. A., & Ghafoor, A. (2024). Determinants of online impulse buying in developing markets. International Journal of E-Commerce Studies, 18(1), 51–68.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsement in advertising: The role of identification, credibility, and congruence. International Journal of Advertising, 39(2), 258–281.
Shao, G. (2024). Live streaming commerce and impulse buying behavior: Evidence from China. Journal of Retailing and Consumer Services, 70, 103177.
Silva, S. C., Meneses, R. I., & Patrício, L. (2022). Avatar marketing in influencer endorsement. Journal of Business Research, 141, 502–511.
Solomon, M. R. (2018). Consumer behavior: Buying, having, and being (12th ed.). Pearson Education.
Staniewski, M. W., & Awruk, K. (2022). Digital influence and psychological impact on purchasing behavior. International Journal of Information Management, 62, 102437.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Tarabieh, S. M., Awawdeh, I. A., & Sweis, R. (2024). The impact of social media influencers on brand trust and repurchase intention. Journal of Retailing and Consumer Services, 70, 103178.
Tian, Y., Lou, C., & Kim, Y. (2023). Identification and intention: How social media influencers shape purchase behaviors. Journal of Interactive Marketing, 63, 101–116.
Tiwari, P., Singh, R., & Kapoor, S. (2024). Fashion influencer congruence and impulsive buying among Indian millennials. Journal of Fashion Marketing and Management, 28(1), 89–110.
Tukachinsky, R., & Stever, G. (2019). The psychology of parasocial relationships. Current Opinion in Psychology, 36, 109–114.
Wahyudi, Lilik, (2024). EasyPATHS: Expert Analysis System & Publication Academic Tools for Higher Education. Retrieved from https://easypaths.web.id
Walter, D., Krause, T., & Henseler, J. (2024). Influencer trustworthiness and purchase intention in Germany. European Journal of Marketing, 58(1), 87–105.
Wu, H., Lin, C., & Zhang, Y. (2023). The effect of influencer self-disclosure on sustainable food purchases. Journal of Consumer Behaviour, 22(3), 415–429.
Zhu, Y., Wang, J., & Xu, H. (2023). TikTok user-generated content and travel intention. Tourism Management Perspectives, 45, 1.
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 josi Meilonita, Lilik Wahyudi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. In line with the license, authors are allowed to share and adapt the material. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
