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All Journal eCo-Buss Formosa Journal of Multidisciplinary Research (FJMR)
Fadhilah Nur Oktaviani
Universitas Negeri Malang
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Influencer Marketing dan Content Marketing Terhadap Purchase Intention Melalui Brand Awareness Studi Pada Instagram Pocari Sweat Fadhilah Nur Oktaviani; Ita Prihatining Wilujeng; Ely Siswanto
eCo-Buss Vol. 8 No. 1 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i1.2311

Abstract

Perkembangan teknologi yang kian pesat membawa pengaruh besar bagi kehidupan masyarakat saat ini. Salah satu platform jejaring sosial yang dipergunakan dalam mempromosikan produk secara efektif yaitu instagram. Studi ini bermaksud guna mengetahui pengaruh influencer marketing dan content marketing terhadap purchase intention melalui brand awareness. Data yang terhimpun berupa kuesioner yang disebar pada responden dengan jumlah sebanyak 101 responden. Penentuan sampling pada studi ini mengaplikasikan teknik purposive sampling dengan pertimbangan tertentu untuk bisa menjadi sampel pada studi ini. Adapun pertimbangannya ialah responden yang mengoperasikan plikasi Instagram dan mengetahui influencer Fadil Jaidi. Penelitian ini mempergunakan Partial Least Square (PLS) dengan software SmartPLS. Temuan ini mengindikasikan variabel influencer marketing berpengaruh secara positif dan signifikan terhadap brand awareness, tetapi tidak signifikan terhadap purchase intention. Pada content marketing memiliki pengaruh positif dan siginifikan terhadap brand awareness dan purchase intention. Kemudian pada variabel brand awareness berpengaruh positif tetapi tidak signifikan terhadap purchase intention. Selain itu brand awareness tidak menjadi mediator yang signifikan antar variabel.
Product Innovation and Diversification: Buttonscarves' Strategy in Maintaining Brand Relevance Fadhilah Nur Oktaviani; Emilly Nur Hapsari; Dina Maria Ulfa; Sudarmiatin Sudarmiatin; Naswan Suharsono
Formosa Journal of Multidisciplinary Research Vol. 4 No. 5 (2025): May 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v4i5.172

Abstract

Along with the increasing public awareness and need for modest fashion, the Muslimah fashion industry in Indonesia is growing rapidly. As a leading brand in this field, Buttonscarves has managed to maintain its relevance and competitiveness by implementing product innovation and diversification strategies. This research aims to analyze the implementation of the strategy and its impact on brand sustainability. In this study using a qualitative descriptive approach with a case study method, the data results were collected through digital documentation on e-commerce platforms and official social media from Buttonscarves. The results show that exclusive hijab designs, collaboration with international brands and the use of premium materials enable product innovation. Buttonscarves marketed products continue to innovate such as hijab, accessories, bags, women's shoes to home living products. This study shows fashion businesses the importance of continuous innovation and product diversification to deal with the market dynamics.
Co-Authors Dina Maria Ulfa Ely Siswanto Emilly Nur Hapsari Ita Prihatining Wilujeng Naswan Suharsono Sudarmiatin