The effect of social media marketing on purchase intention in fashion industry

Abstract: The research is aimed to understand the influence of social media in marketing on brand awareness, which in the end influences purchase intention in the fashion industry. It uses a qualitative approach to study the three variables, namely social media marketing, purchase intention, and brand awareness. In this research, the needed number of samples are 270 respondents and data are processed using SPSS to conduct validity, reliability, normality, classic assumption, single, and multiple linear regression. Results from SPSS are also used in the Sobel Test. Complemented with secondary data from literature studies, the hypothesis is tested. From the test, every hypothesis has significant positive influences. In conclusion, a brand can influence purchase intention significantly by utilizing social media marketing. This works by stimulating brand awareness to consumers to influence purchase intention.

How to cite this paper

 Dewi, D., Herlina, M & Boetar, A. (2022). The effect of social media marketing on purchase intention in fashion industry.International Journal of Data and Network Science, 6(2), 355-362.

Refrences

Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Market-ing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896
BEKRAF. (2017, April 10). Data Statistik dan Hasil Survei Ekonomi Kreatif. April 1, 2020. http://staging.bekraf.go.id/berita/page/17/infografis-data-statistik-dan-hasil-survei-khusus-ekonomi-kreatif
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Farook, F. S., & Abeysekara, N. (2016). Influence of Social Media Marketing On Customer Engagement. International Journal of Innovative Research & Development, 5(12), 115–125
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics. 4th ed., SAGE Publications
Foroudi, P. (2018). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
George, D., & Mallery, P. (2019). IBM SPSS Statistics 25 Step by Step: A Simple Guide and Reference (Fifteenth). Routledge
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. 7th ed., Pearson Education LImited
Jose, P. E. (2013). Doing Statistical Mediation & Moderation. The Guildford Press
KOMINFO. (2017, January 3). Pemerintah ingin media sosial dimanfaatkan untuk hal produktif. March 20, 2020. https://www.kominfo.go.id/content/detail/8637/pemerintah-ingin-media-sosial-dimanfaatkan-untuk-hal-produktif/0/sorotan_media
KOMINFO. (2018, August 30). Angka Penggunaan Media Sosial Orang Indonesia Tinggi, Potensi Konflik juga Amat Be-sar. March 20, 2020. https://kominfo.go.id/content/detail/14136/angka-penggunaan-media-sosial-orang-indonesia-tinggi-potensi-konflik-juga-amat-besar/0/sorotan_media
Kudeshia, C., & Kumar, A. (2016). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Laksamana, P. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indo-nesia’s Banking Industry. International Review of Management and Marketing, 8(1), 13–18
Nash, J. (2018). Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management, 23(1), 82–103. https://doi.org/10.1108/JFMM-01-2018-0012
Pütter, M. (2017). The Impact of Social Media on Consumer Buying Intention. Journal of International Business Research and Marketing, 3(1), 7–13. https://doi.org/10.18775/jibrm.1849-8558.2015.31.3001
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: a skill-building approach. 7th ed. Wiley. https://doi.org/10.1017/CBO9781107415324.004
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84–102
The Jakarta Post. (2019, May 19). Indonesia has 171 million internet users: Study. April 1, 2020. https://www.thejakartapost.com/life/2019/05/18/indonesia-has-171-million-internet-users-study.html
Wardani, Agustin Setyo. (2019, June 26). Jumlah Pengguna Instagram dan Facebook Indonesia Terbesar ke-4 di Dunia. March 20, 2020. https://www.liputan6.com/tekno/read/3998624/jumlah-pengguna-instagram-dan-facebook-indonesia-terbesar-ke-4-di-dunia