Pengaruh Pemasaran Media Sosial terhadap Niat Beli Produk Fashion di Indonesia

Hatta Deviandra Mulyadi (Universitas Trisakti)
Reizo Muhammad Devin Arandyan (Universitas Trisakti)
Fatik Rahayu (Universitas Trisakti)

Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Vol. 4 No. 6 (2026): November: Jurnal Penelitian Manajemen dan Inovasi Riset

The development of social media has transformed marketing strategies in Indonesia's fashion industry, particularly in building brand image and increasing consumer purchase intention. This study aims to analyze the effects of social media marketing on brand image and purchase intention, as well as the effect of brand image on fashion product purchase intention. A quantitative approach was employed through a survey involving 103 respondents selected using purposive sampling. Data were analyzed using covariance-based Structural Equation Modeling (SEM) with AMOS. The results indicate that social media marketing has positive and significant effects on brand image and consumer purchase intention. Conversely, brand image does not significantly affect purchase intention. These findings suggest that social media marketing activities play a more direct role in encouraging purchase intention than brand image. Therefore, fashion industry businesses should develop informative, engaging, and interactive marketing content to strengthen brand perceptions and more effectively increase consumer interest in products offered through digital platforms.