West Science Social and Humanities Studies
Vol. 3 No. 03 (2025): West Science Social and Humanities Studies

The Influence of Influencer Marketing on Brand Awareness and Sales of Fashion Brands in Indonesia

Mayratih, Siska (Unknown)

Article Info

Publish Date
28 Mar 2025

Abstract

This study examines the influence of influencer marketing on brand awareness and sales in the fashion industry in Indonesia using a quantitative research approach. The analysis was conducted with 170 respondents, utilizing a Likert scale (1-5) and employing Structural Equation Modeling - Partial Least Squares (SEM-PLS 3) for data analysis. Results reveal that influencer marketing has a significant and positive effect on brand awareness and sales. Additionally, brand awareness mediates the relationship between influencer marketing and sales, with a direct positive impact on sales. The study underscores the importance of leveraging influencer marketing strategies to enhance brand awareness and drive sales performance, highlighting its role as a vital marketing tool in the competitive fashion industry in Indonesia.

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Journal Info
West Science Social and Humanities Studies
Website

Abbrev

wsshs

Publisher

Westscience Press

Subject

Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

Description

West Science Social and Humanities Studies is an academic journal that focuses on interdisciplinary research in the fields of social science, science, and humanities studies. The journal aims to present high-quality articles that make significant contributions to our understanding of society, ...