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All Journal International Journal of Multidisciplinary Sciences and Arts Jurnal Ekonomi, Manajemen, Akuntansi
Putro, Rizkia Fajar Eka
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Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Influencer Marketing and Purchase Intention of Local Sportswear: The Mediating Role of Brand Awareness Putro, Rizkia Fajar Eka; Aribowo, Agus
International Journal of Multidisciplinary Sciences and Arts Vol. 5 No. 1 (2026): International Journal of Multidisciplinary Sciences and Arts, Article January 2
Publisher : Information Technology and Science (ITScience)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/ijmdsa.v5i1.7549

Abstract

The rising popularity of sports in Indonesia contributed to rapid advancement in the domestic sportswear sector, leading to heightened market competitiveness. Brands need to utilize successful digital marketing strategies, including influencer marketing, to maintain competitiveness in this dynamic environment. This study seeks to examine the impact of influencer marketing on consumer purchase intention for local sportswear products, with brand awareness serving as a mediating variable. The study utilized a quantitative methodology using a cross-sectional survey with 200 participants selected via purposive and snowball sampling methods, focusing on individuals familiar with local sportswear brands involved in influencer collaborations. Data were analyzed utilizing SPSS and SmartPLS. The findings demonstrate that influencer marketing significantly enhances brand awareness (0.680) and exerts a notable direct influence on purchase intention (0.378). Moreover, brand awareness substantially affects the correlation between influencer marketing and purchase intention (0.365), indicating that influencers stimulate transactional desire by initially fostering brand familiarity. The structural model exhibits substantial explanatory power, explaining 70.7% of the variance in purchase intention. For local enterprises, these findings indicate that choosing trustworthy and relevant influencers is crucial for cultivating genuine relationships and augmenting consumer trust. In conclusion, the study indicates that cultivating brand awareness is an essential approach for effective influencer marketing. Future research could investigate further mediating variables, such as content quality or customer demographics, to yield more profound insights into the determinants of local sportswear consumption.
Dampak Pemasaran Influencer terhadap Kepercayaan Merek serta Implikasinya pada Keputusan Pembelian Produk Pakaian Olahraga Putro, Rizkia Fajar Eka; Aribowo, Agus
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.15943

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran influencer terhadap kepercayaan merek serta implikasinya pada keputusan pembelian produk pakaian olahraga merek Duraking. Penelitian didasarkan pada tingginya persaingan industri pakaian olahraga di Indonesia yang masih didominasi oleh merek global, sehingga merek lokal perlu mengoptimalkan strategi pemasaran yang efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 163 responden yang berdomisili di wilayah Metropolitan Bandung, pernah membeli produk Duraking, serta pernah terpapar konten promosi influencer di media sosial. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa pemasaran influencer berpengaruh positif dan signifikan terhadap kepercayaan merek dan keputusan pembelian. Selain itu, kepercayaan merek juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil pengujian lebih lanjut membuktikan bahwa kepercayaan merek memediasi secara parsial pengaruh pemasaran influencer terhadap keputusan pembelian. Berdasarkan penelitian ini, dapat diambil kesimpulan bahwa strategi pemasaran influencer yang efektif tidak hanya mendorong peningkatan penjualan secara langsung, tetapi juga berperan penting dalam membangun kepercayaan konsumen sebagai aset kompetitif jangka panjang bagi merek lokal.
Co-Authors Agus Aribowo