Social Media Marketing Activities in Enhancing Brand Image and Driving Consumer Purchase Decisions in the Fashion Industry

M.  Rifqy Roosdhani; Samsul Arifin; Nurul  Komaryatin; Ali Ali; Nurul  Huda; Muhammad  Khoiruddin; Chenly  Loing

doi:10.47353/ijema.v2i11.244

Authors

M. Rifqy Roosdhani Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Samsul Arifin Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Nurul Komaryatin Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Ali Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Nurul Huda Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Muhammad Khoiruddin Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Chenly Loing Universitas Halmahera, Indonesia

DOI:

https://doi.org/10.47353/ijema.v2i11.244

Keywords:

Brand Image, Fashion Industry, Moderating Effect, Purchase Decision, Purchase Intention, Social media marketing activities (SMMA)

Abstract

This study investigates the role of Social Media Marketing Activities (SMMA) in influencing purchase decisions, with purchase intention as a mediating variable and brand image as a moderating variable, focusing on Sweet Mango, a local fashion brand in Jepara, Indonesia. Using a quantitative approach, data were collected from 97 respondents through online surveys and interviews, employing a purposive non-probability sampling method. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0.

The results reveal that SMMA significantly enhances purchase intention, which in turn strongly influences purchase decisions. Furthermore, purchase intention mediates the relationship between SMMA and purchase decisions. While brand image does not directly affect purchase intention, it plays a significant moderating role by strengthening the relationship between SMMA and purchase intention. Additionally, SMMA indirectly impacts purchase decisions through its influence on purchase intention.

These findings underscore the critical importance of leveraging social media marketing strategies to drive consumer behavior while simultaneously building a strong brand image to maximize effectiveness. The study contributes to the literature by addressing inconsistencies in the relationship between brand image and consumer behavior and offers practical insights for local businesses aiming to optimize their digital marketing efforts. Limitations include the small sample size and focus on a single brand, suggesting opportunities for broader future research.

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