The Effect of Social Media Marketing and Product Innovation on Purchase Intention in the Fashion Industry with Brand Image as a Mediating Variable

Muhammad Faizul Akbar Surbakti (Universitas Islam Indonesia)
Albari Albari (Universitas Islam Indonesia)

Formosa Journal of Multidisciplinary Research (FJMR)
Vol. 5 No. 4 (2026): April 2026

This study aims to explain the influence of social media marketing and product innovation on purchase intention with brand image as a mediating variable in the fashion industry in Indonesia. A quantitative approach was employed in this research. The population of this study consisted of consumers of fashion products in Indonesia. The sampling technique used was non-probability sampling with a convenience sampling approach. The total sample size was 374 respondents. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with the assistance of SmartPLS 4.1.1.6 software. The results indicate that social media marketing and product innovation have a positive and significant effect on brand image. Social media marketing, product innovation, and brand image also have a positive and significant effect on purchase intention. Furthermore, brand image is proven to mediate the influence of social media marketing and product innovation on purchase intention.