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All Journal Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi
Enay Sila
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Trend Fashion, Promosi Online dan Brand Image Terhadap Minat Beli Fashion Thrifting (Studi Kasus pada Akun Instagram Bassecondstuff_) Enay Sila; Teguh Hadi Saputra; Nurul Hikmah; Pupung Purnamasari
Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi Vol. 3 No. 1 (2025): Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/anggaran.v3i1.1200

Abstract

This research aims to analyze the influence of fashion trends, online promotions, and brand image on interest in buying fashion thrifting among followers of the Bassecondstuff_ Instagram account. We ran a case study using data from the Bassecondstuff_ Instagram account as a research sample. The results of this research reveal that the fashion trends followed by the account have a significant impact on the buying interest of its followers. Apart from that, effective online promotion and a strong brand image also play an important role in influencing buying interest in fashion thrifting. There is a positive interaction between these three variables, creating a stronger reason for consumers to choose fashion thrift via the Bassecondstuff_ Instagram account. These findings provide important insights for brand managers and researchers in understanding the factors that influence fashion thrifting purchase intentions in the context of social media.
Co-Authors NURUL HIKMAH Pupung Purnamasari Teguh Hadi Saputra