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; Albari Albari

doi:10.55927/fjmr.v5i4.51

Authors

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

DOI:

https://doi.org/10.55927/fjmr.v5i4.51

Keywords:

Social Media Marketing, Product Innovation, Brand Image, Purchase Intention, Fashion Industry

Abstract

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.

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