Mekanisme Mediasi Brand Image dalam Hubungan Social Media Marketing dan Purchase Intention pada Muslimah di Kota Malang
DOI:
https://doi.org/10.35870/jemsi.v12i5.6925Keywords:
Social Media Marketing, Brand Image, Purchase Intention, HijabAbstract
This study aims to examine the effect of social media marketing on purchase intention for Sattka hijab products, with brand image serving as a mediating variable. A quantitative approach was employed using a survey method involving 165 respondents in Malang City who are familiar with Sattka’s social media. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique with the assistance of SmartPLS 3 software. The results indicate that social media marketing has a positive and significant effect on both brand image and purchase intention, while brand image also has a positive and significant influence on purchase intention. Furthermore, brand image is proven to mediate the relationship between social media marketing and purchase intention with a partial mediation effect. More specifically, the influence of social media marketing on purchase intention is found to be more dominant indirectly through brand image rather than directly. This finding suggests that consumers do not immediately develop purchase intention after being exposed to social media content, but instead go through a process of brand perception formation. Therefore, the effectiveness of social media marketing in enhancing purchase intention largely depends on its ability to build a positive brand image.
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