Beyond Impulsivity: A Systematic Literature Review on How Influencer Authenticity Shapes Utilitarian Trust and Purchase Intentions for Local Fashion Brands among Millennial Women
DOI:
https://doi.org/10.47747/fmiic.v1i3.3553Abstract
The rapid growth of social commerce in Indonesia has transformed influencers into central actors within digital purchasing ecosystems, particularly in the fashion industry. While prior studies predominantly focus on Generation Z and hedonic purchasing tendencies, limited research has explored how Millennial women process influencer content through rational and utilitarian evaluations before developing purchase intentions. This study aims to examine how influencer authenticity shapes utilitarian trust and planned purchase intentions toward local fashion brands among Millennial women in Indonesia. Using a qualitative Systematic Literature Review (SLR) approach guided by PRISMA procedures, this study synthesizes findings from academic literature published between 2017 and 2025 sourced from Scopus, ScienceDirect, Web of Science, and Google Scholar. The analysis is grounded in the Stimulus–Organism–Response (S-O-R) framework. Findings indicate that influencer authenticity, reflected through transparency, consistency, expertise, honest product evaluations, and sponsorship disclosure, functions as the primary external stimulus. This stimulus activates utilitarian trust, defined as a rational and task-oriented psychological state characterized by efficiency, cognitive assurance, planned shopping behavior, and functional evaluation. Unlike Generation Z consumers who are more responsive to emotional and hedonic stimuli, Millennial women demonstrate higher advertising literacy and rely on authenticity as a risk-reduction mechanism before conducting planned purchases. The study proposes a conceptual “Methodical Millennial” model, extending the S-O-R framework into rational influencer-consumption behavior. The findings provide theoretical contributions regarding the transformation of authenticity from emotional relatability into informational reliability and offer managerial implications for local fashion brands seeking to engage financially mature consumers through transparent influencer strategies.
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