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All Journal Trikonomika: Jurnal Ekonomi Media Ekonomi dan Manajemen MIX : Jurnal Ilmiah Manajemen Jurnal Manajemen Indonesia Performance International Journal of Economics, Business and Accounting Research (IJEBAR) JOURNAL OF RESEARCH IN MANAGEMENT Jurnal Abdi Insani International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) ADPEBI International Journal of Business and Social Science Jurnal Locus Penelitian dan Pengabdian Journal Economic Insights Journal of International Conference Proceedings International Journal of Management, Economic, Business and Accounting Jurnal Ekonomi, Bisnis, dan Akuntansi Miftah International Journal of Business and Quality Research International Journal of Economics, Business and Innovation Research Proceeding of The International Conference on Management, Entrepreneurship, and Business
Setyanto, Refius Pradipta
Faculty Of Economics And Business Universitas Jenderal Soedirman
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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THE ROLE OF SOCIAL MEDIA MARKETING ON PURCHASE INTENTION FOR THRIF CLOTHING MODERATED BY GENDER Virdies Nur Cahya; Refius Pradipta Setyanto
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 4 (2025): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i4.3624

Abstract

Research purposes:This study aims to analyze the influence of Social Media Marketing (SMM) on thrift clothing purchase intention with gender as a moderating variable. Research Methods: This study uses a quantitative approach with a survey method of 400 respondents who have purchased or are interested in thrift fashion products. Data analysis was conducted using multiple linear regression and moderated regression analysis (MRA) to test the interaction effect between SMM and gender. Originality/Novelty: The novelty of this study lies in the gender interaction approach in the digital marketing model for thrift products, which is still rarely studied in the context of Indonesian consumers. This study also contributes to the social media-based marketing literature with a focus on gender segmentation. Research Results: The results show that SMM has a positive and significant effect on thrift clothing purchase intention. Gender is proven to significantly moderate the relationship, with a stronger influence on the female consumer group. Findings from the multi-group analysis indicate that marketing strategies through social media are more effective in shaping women's purchase intention than men's. Implications: This study provides implications that digital marketing strategies need to be tailored to consumer demographic characteristics, particularly gender, to increase campaign effectiveness and purchase conversions in the thrift fashion industry.
Co-Authors . Wachjuni ABDILLAH NATA PRASETYA, MUHAMMAD FARHAN Adipura Danang Maulana Agapito Barros Agus Suroso Agus Suroso Agus Suroso Alisa Tri Nawarini, Alisa Tri Ary Yunanto Banani, Ade Diyah Trimaryani Eka Parianti Eman Sulaiman Emyliana Listiowati, Emyliana Hasibuan, Reza Rahmadi Intan Shaferi, Intan Irwan Susanto Joko Mulyanto Kuswoyo Kuswoyo Leni Susanti Maemonah, Maemonah Najmudin NUGRAHA, ANAS Nuniek Tri Yuntanti Nur Choirul Afif oryz agnu dian wulandari Pamudji, Ganjar Raras Nuring Sasongkowati Rio Dhani Laksana Riyadi, Gotro Nur Rosada, Amalia Rosada Saripermanik Budayanti Shabrina Nur Zahra Setiawati Silvia Van Marsally Sri Hayati, Sri Sri Lestari Sri Lestari Sudarto Sudarto Sulasih Sulasih SUSANTO, FADLY FERDHIAN Trisnowati Budi Ambarningrum Virdies Nur Cahya Wely Hadi Gunawan Weni Novandari Weni Novandari Weni Novandari Wenti Ayu Sunarjo Wisanggeni bagus Anggoro Yordan Hermawan Apidana