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Kussudyarsana Kussudyarsana
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta
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Journal : Jurnal Mantik

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The influence of influencer endorsement on brand awareness and brand image towards purchase intention on "lozy" fashion and hijab products Annisa, Annisa; Kussudyarsana, Kussudyarsana
Jurnal Mantik Vol. 8 No. 4 (2025): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i4.6026

Abstract

This study investigates the influence of influencer endorsement on brand awareness and brand image toward purchase intention for "Lozy" fashion and hijab products. Employing a quantitative research approach, the study uses SPSS for data analysis, with primary data collected through questionnaires distributed via Google Forms. The sample is selected through purposive sampling, focusing on individuals aged 17 years or older with an interest in Lozy products. The study examines four variables: Influencer Endorsement (X1), Brand Awareness (X2), Brand Image (X3), and Purchase Intention (Y). Influencer Endorsement is assessed through reliability, knowledge, confidence, visibility, and attraction; Brand Awareness is evaluated based on recall, recognition, purchase consideration, and consumption; Brand Image is measured through brand association, favorability, and uniqueness; and Purchase Intention is gauged through transactional, exploratory, preferential, and referential interest. Statistical tests for validity, reliability, classical assumptions, coefficient of determination (R²), F-tests, and t-tests are conducted. The results reveal that brand awareness, brand image, and influencer endorsement all have a positive and significant impact on purchase intention. The study suggests expanding the scope of variables in future research to include factors such as electronic word-of-mouth (e-WOM), perceived quality, and product pricing
Co-Authors Aan Sofyan Adelia Putri Istiqomah Aflit Nuryulia Praswati Agus Setiawan, Anton Agustin Dwi Hastuti Anggrayuda fajar Anggun Azizah Anggun, Nita Putri Annisa Annisa Antika, Mia Anton Agus Setyawan Arumsari, Septiana Lisa Ayu Khoirotul Umaroh Ayuandira, Ririn Berliana, Rahma Novita Cintaning Harda Pramita Devi, Nur Yuliana Dwi Budi Santoso Dwi Putri Kinasih Edy Purwo Saputro Evita Dhewi Hananti F Firmansyah, F Farhan Afifudin, Muhammad Fari Adi Prasetya Farid Wajdi Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Febrianti, Bella Firda Ainiya Gusva Nanda Prayoga Halim Hananti, Evita Dhewi Hastuti, Agustin Dwi Hidayah, Mahabbatul Ihwan Susila Jannah, Zainur Miftakhul Jati Waskito Jufendri Labibah Hasna Syatiqa Laili Isrofa Lestari Rejeki Lestari Rejeki, Lestari Luluk Ria Rakhma Luqiana, Asyifa Lulu M. Rizki M. Sholahuddin Maimun, Muhammad Halim Mangestuti, Ratna Mai Maulana, Huda Kurnia Mia Antika Moh fahmi Johan Syah Muchlison Anis Muh. Tasrif Muhammad Alvin Danu Arta Muhriza, Nurul Muhtadi Muhtadi Mulyono, Afieina Maulida Munajat Tri Nugroho Naisha Rahma Indraswari Nindya Putri Maharani Nur Achmad Nur Ahmad, Nur Nur Yuliana Devi Nurhidayat Nurhidayat Prabowo, Kharina Febby Purwo Saputro, Edy Puspitasari, Anita Rahmad Ageng Handoko Rahmadhoni, Novita Kusuma Rahmawati, Clara Fadhilla Ram Vemuri Ramadhaningtyas, Novendra Frida Reni Nur Alviana Riska Atqiyya Baroroh Rohmani, Nala Putriana Haidir S Soepatini Sholahudin, M. Soeptaini Soeptaini Solly Aryza Suranto Suranto Sutanto, Wullyatri Dewi Risma Syahputra, Firnanda Dwi Utami, Ayu Sri Utami, Ruruh Ayu Widi Utami, Dyah Widiatmoko, Eling Yessy Bangkit Forma Zhari, Maulaniya Nestri Setya Zulfa Irawati Zulfa Irawati, Zulfa