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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Muhammad Faizul Akbar Surbakti
Universitas Islam Indonesia
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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The Effect of Social Media Marketing and Product Innovation on Purchase Intention in the Fashion Industry with Brand Image as a Mediating Variable Muhammad Faizul Akbar Surbakti; Albari Albari
Formosa Journal of Multidisciplinary Research Vol. 5 No. 4 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v5i4.51

Abstract

This study aims to explain the influence of social media marketing and product innovation on purchase intention with brand image as a mediating variable in the fashion industry in Indonesia. A quantitative approach was employed in this research. The population of this study consisted of consumers of fashion products in Indonesia. The sampling technique used was non-probability sampling with a convenience sampling approach. The total sample size was 374 respondents. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with the assistance of SmartPLS 4.1.1.6 software. The results indicate that social media marketing and product innovation have a positive and significant effect on brand image. Social media marketing, product innovation, and brand image also have a positive and significant effect on purchase intention. Furthermore, brand image is proven to mediate the influence of social media marketing and product innovation on purchase intention.
Co-Authors Albari Albari