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All Journal Jurnal Ekonomi : Journal of Economic Kinerja Jurnal Manajemen & Supervisi Pendidikan JURNAL MANAJEMEN MOTIVASI Jurnal Pengabdian Masyarakat AbdiMas Aptisi Transactions on Technopreneurship (ATT) JMB : Jurnal Manajemen dan Bisnis Jurnal Ilmiah Manajemen Kesatuan Jurnal Abdimas Prakasa Dakara AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Innovative: Journal Of Social Science Research TOFEDU: The Future of Education Journal Al-Zayn: Jurnal Ilmu Sosial & Hukum Jurnal Manajemen Bisnis Digital Terkini Jurnal Cendekia Ilmiah
Lukman Cahyadi
Universitas Esa Unggul Jakarta
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Pengaruh Social Media Marketing Activities, dan Brand Equity, terhadap Purchase Intention melalui Brand Trust Produk Hijab Muslimah Diana Tri Oktafiani; Lukman Cahyadi
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 3 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i3.2392

Abstract

Developments in Muslim women’s fashion and social media are driving changes in consumer behavior, particularly in the selection of hijab products. Digital marketing strategies play a crucial role in shaping consumers’ perceptions, trust, and purchase intentions toward local Muslim women’s fashion brands. This study aims to examine the influence of social media marketing activities and brand equity on purchase intention, with brand trust as a mediating variable, among consumers of Lozy Hijab’s Muslim women’s hijab products. This study employs a quantitative approach using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. Data were analyzed from 140 respondents who are consumers of Lozy Hijab. The results indicate that Social Media Marketing Activities have a positive and significant effect on Brand Trust. This suggests that marketing activities conducted via social media can help increase Brand Trust in the brand. Brand Equity was also found to have a positive and significant effect on Brand Trust. Furthermore, Social Media Marketing Activities and Brand Equity have a positive and significant effect on Purchase Intention. Brand Trust also has a positive and significant effect on Purchase Intention. Brand Trust also has a positive and significant effect on Purchase Intention. In addition to its direct effect, Brand Trust has been shown to mediate the effects of Social Media Marketing Activities and Brand Equity on Purchase Intention. Therefore, Lozy Hijab needs to maintain its Social Media Marketing Activities, strengthen its Brand Equity, and uphold Brand Trust in order to drive an increase in Purchase Intention.
Co-Authors Abdul Haeba Ramli Amalia, Lia Ari Anggarani Winadi Prasetyoning Tyas Arya Daffa Wibisono Aryanti, Dessy Audia Octavia Daudi, Mochammad Henry Desy Prastyani Diana Tri Oktafiani Endang Ruswanti Ernawati, Ernawati Erwan Baharudin Feby Utami Ningrum Henry Arianto Heriyanti Jerry Party Yuaningsih Kirana, Indira Putri Nadhila, Dini Nurhasanah , Nina Nurhayani Nurjannah Octavia, Audia Poppy Gus Silviana Raka, Resha Resnandi Rina Anindita Rojuaniah Rojuaniah Safiani A. Faaroek Saulina, Arop Ria Setiawan, Hengky Setiyati, Ritta Sudirgo, Graciela Syahzuni, Barlia Annis Utami, Vince Lorenza Vita Intan Safitri Widodo, Agung Mulyo Yanuar Ramadhan