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All Journal Jurnal Review Pendidikan dan Pengajaran (JRPP) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)
Rachman, Sitti Hartini
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

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Social Media Promotion and Women’s Purchase Intentions for Local Fashion Brands Rachman, Sitti Hartini; Putri, Nur Vadila
Journal of Business and Economics Research (JBE) Vol 6 No 1 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i1.6332

Abstract

This study aims to analyze the impact of social media promotion on trust, perceived value, and consumers' purchase intentions, as well as to evaluate the roles of trust and perceived value as mediators between social media promotion and purchase intentions for local women’s fashion brands in South Sulawesi. This research employs a quantitative approach involving 110 consumers from three main areas: Makassar City, Maros Regency, and Gowa Regency. Data were collected using a questionnaire through purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM-AMOS) and the Sobel test to assess mediation effects. The results indicate that social media promotion positively and significantly influences the enhancement of trust and perceived value. However, the direct effect of social media promotion on purchase intention is not significant. Indirectly, social media promotion significantly increases purchase intention through perceived value, while its effect through trust is not significant. Perceived value has a dominant influence on purchase intention compared to trust and social media promotion. Although trust does not directly affect purchase intention, it serves as a key factor in enhancing perceived value, which ultimately impacts purchase intention.
Co-Authors Andi Rosdianti Razak, Andi Rosdianti Nur Vadila Putri, Nur Vadila Parenden, Adrianus R, Abdul Latief Thaha, Salmiyah