Open AccessThe effect of social media marketing on purchase intention in fashion industry
Author(s) -
Dewi Dewi,
Maria Grace Herlina,
Adine Esther Mutiha Boetar Boetar
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2022.1.002
Subject(s) - social media , advertising , brand awareness , psychology , test (biology) , reliability (semiconductor) , marketing , sobel test , validity , business , social psychology , computer science , paleontology , power (physics) , clinical psychology , physics , quantum mechanics , world wide web , self esteem , biology , psychometrics
The research is aimed to understand the influence of social media in marketing on brand awareness, which in the end influences purchase intention in the fashion industry. It uses a qualitative approach to study the three variables, namely social media marketing, purchase intention, and brand awareness. In this research, the needed number of samples are 270 respondents and data are processed using SPSS to conduct validity, reliability, normality, classic assumption, single, and multiple linear regression. Results from SPSS are also used in the Sobel Test. Complemented with secondary data from literature studies, the hypothesis is tested. From the test, every hypothesis has significant positive influences. In conclusion, a brand can influence purchase intention significantly by utilizing social media marketing. This works by stimulating brand awareness to consumers to influence purchase intention.