The Impact of Branding, Advertising, and Social Media Marketing on Consumer Purchase Intention, Brand Loyalty, and Brand Equity in the Indonesian Market
Abstract
This research investigates the influence of branding, advertising and social media marketing on customer purchase intentions, brand loyalty and brand equity in the Indonesian fashion industry. Survey data from 288 Indonesian consumers were analyzed using structural equation modeling (SEM-PLS) to test the relationship between variables. The results of the analysis show that there is a positive and significant correlation between consumer behavior, social media engagement, advertising effectiveness and brand perception. Key findings show that branding, advertising, and social media marketing positively influence brand equity, purchase intention, and brand loyalty. Hypothesis testing demonstrated strong statistical significance, while assessment of the measurement model supported the validity and reliability of the measurement tools used. The structural model developed is able to explain the data adequately, emphasizing the importance of integrated marketing strategies in strengthening the relationship between consumers and brands and improving brand performance in the Indonesian fashion market. The conclusion is that fashion companies can use the insights gained to increase their presence and competitiveness in developing markets such as Indonesia.
Keywords: Branding, Advertising, Social Media Marketing, Consumer Behavior
References
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Bagaskara, G., & Mirzanti, I. R. (2023). Business Strategy for Clothing Brand in Indonesia. International Journal of Current Science Research and Review, 06(01), 845–851. https://doi.org/10.47191/ijcsrr/v6-i1-90
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145.
Bond, C., Ferraro, C., Luxton, S., & Sands, S. (2010). Social media advertising: An investigation of consumer perceptions, attitudes, and preferences for engagement. Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 1–7.
Ceyhan, A. (2019). Perceptions of a brand’s social media marketing on consumers loyalty. EMAJ: Emerging Markets Journal, 9(1), 88–100.
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Germaine, A. F., Kuswarno, E., & Wibowo, K. A. (2023). Pengaruh Terpaan Iklan Instagram terhadap Intensi Pembelian Produk Erigo Melalui Sikap terhadap Iklan dan Sikap terhadap Merek. J-MAS (Jurnal Manajemen Dan Sains), 8(1), 385–395.
Ghosh, P., & Sriram, M. (2023). A systematic review of social media communication with respect to fashion brands. The Scientific Temper, 14(02), 543–553.
Gunasekaran, A., Okko, P., Martikainen, T., & Yli-Olli, P. (1996). Improving productivity and quality in small and medium enterprises: cases and analysis. International Small Business Journal, 15(1), 59–72.
Guo, Q., & Xu, H. (2023). Research on the Influence of Brand Marketing on Brand Relationship Quality Based on Marketing Strategy Model. Advances in Engineering Technology Research, 4(1), 594.
Guzzo, T., D’Andrea, A., Ferri, F., & Grifoni, P. (2012). Evolution of marketing strategies: From internet marketing to m-marketing. On the Move to Meaningful Internet Systems: OTM 2012 Workshops: Confederated International Workshops: OTM Academy, Industry Case Studies Program, EI2N, INBAST, META4eS, OnToContent, ORM, SeDeS, SINCOM, and SOMOCO 2012, Rome, Italy, September 10-14, 2012. Proceedings, 627–636.
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Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404.
Hapsari, R., Thongkern, T., & Zaini, M. T. (2023). Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands. APMBA (Asia Pacific Management and Business Application), 11(3), 337–346.
Harsono, I. (2023). Determinants of Economic Growth, Poverty, and Unemployment: A Path Analysis Study. Jurnal Ilmu Sosial Dan Humaniora, 12(2), 359–366.
HARSONO, I. (2023). The Impact Of E-Money On Inflation In Indonesia. Ganec Swara, 17(3), 1160–1164.
Harsono, I., & Suprapti, I. A. P. (2024). The Role of Fintech in Transforming Traditional Financial Services. Accounting Studies and Tax Journal (COUNT), 1(1), 81–91.
Kalendzhjan, S. O., & Kadol, N. F. (2023). Social entrepreneurship as a catalyst for sustainable socio-economic development. 003, 2020–2023. https://doi.org/10.56199/dpcsebm.kvzv9880
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
Kapferer, J.-N. (2016). The challenges of luxury branding. In The Routledge companion to contemporary brand management (pp. 473–491). Routledge.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Lando, V., & Oktavianti, R. (2023). Strategi Marketing Communication dalam Mempertahankan Loyalitas Pelanggan pada Brand Makanan. Prologia, 7(1), 179–188.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130–143.
Marlianti, N., Wahyunadi, I. H., & Harsono, I. (2017). The role of agricultural sector on the economy of West Nusa Tenggara (input-output analysis approach). Jurnal Ekonomi Dan Studi Pembangunan, 9(2), 176–189.
Munjal, P., Shanker, R., Gupta, A., & Maheshwari, P. (2023). Modelling drivers and outcomes of fashion and apparel social media brand communities engagement. International Journal of Management Practice, 16(1), 59–88.
N., N. (2023). Role of Social Media in Influencing Consumer Purchase Behaviour and Brand Loyalty in Bengaluru City. Interantional Journal Of Scientific Research In Engineering And Management.
Nartey, G. K. (2010). The effect of advertising on consumer behaviour: A case study of Mtn Ghana.
Poita, I., Mosiichuk, I., Gurenko, A., & Perelygin, M. (2022). The Role Of Strategies In The Enterprise’s Management Of Marketing Activities. Economics. Management. Innovations. https://doi.org/10.35433/ISSN2410-3748-2022-2(31)-8
Qutp, M. M., Abodonia, S. H., & El Sharkawy, A. Z. (2022). The Emotional Communication Effectiveness of Advertising on Consumer Behavior. International Design Journal, 12(6), 271–280.
Radsadondee, J., & Pasunon, P. (2021). Factor Analysis Of Fashion International Luxury Brand Perception: A Case Study Of Balenciaga Brand With Generation-Y Consumer. Silpakorn University.
Riristuningsia, D., Wahyunadi, I. H., & Harsono, I. (2017). Public Participation in Rural Development Planning. Jurnal Ekonomi Dan Studi Pembangunan, 9(1), 57–65.
Rosyda, S. S., & Sukoco, I. (2020). Model Design Thinking pada Perancangan Aplikasi Matengin Aja. Organum: Jurnal Saintifik Manajemen Dan Akuntansi, 3(1), 1–12.
Sabila, A. S., & Albari, A. (2023). The role of social media marketing communication on the instagram platform in growing consumer buying intention. Journal of Business and Management Review, 4(5), 374–389.
Santoso, S. (2023). The Influence of Social Media, Brand Trust, Brand Affect and Value Consciousness on Brand Loyalty: Online Transportation Cases in Indonesia. WSEAS Transactions on Business and Economics, 20, 564–572.
Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., De Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour–a moderated mediation model. Journal of Product & Brand Management, 31(7), 1047–1062.
Simatupang, M. S., & Purba, H. (2023). The Impact Social Media Marketing, Social Interactivity And Perceived Quality Of Brand Loyalty On Iphone Users. Jurnal Riset Manajemen Dan Akuntansi, 3(1), 125–136.
Singhal, V., & Ahuja, V. (2023). Social media marketing and the world of fashion: identification of determinants for building consumer brand relationship and shaping consumer brand perception. International Journal of Management Practice, 16(2), 186–211.
Singla, B., Shalender, K., & Sharma, S. (2023). Shift in Marketing Trends in the Current Competitive Scenario. In Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing (pp. 244–250). IGI Global.
Sinurat, M. (2023). Impact of the Fashion and Design Industry on Social Economic Development in Indonesia. International Journal of Fashion and Design, 2(1), 43–53.
Syahputra, D. A. (2023). The Influence of Social Media Marketing on Consumer Based Brand Equity, Brand Loyalty, and Mediation by Brand Experience on Fashion Brand Clothing in Indonesia. Indonesian Journal of Economic & Management Sciences, 1(2), 183–200.
Triansyah, F. A., Gunawan, A., & Ramadhaniyati, R. (2023). Factors of Indonesia Economic Growth (2017-2022). Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 11(01), 51–65.
Vaja, J. (2022). How branding have major role play as Marketing Strategy? TECHNO REVIEW Journal of Technology and Management, 2(2), 21–26.
Wang, Y. (2023). Analysis of Changes in Fashion Representation in the Perspective of Media Evolution. Lecture Notes in Education Psychology and Public Media, 4(1), 134–139. https://doi.org/10.54254/2753-7048/4/20220200
Yuniastuti, V., & Pratama, A. A. (2023). Portraits and challenges of Indonesia’s modest fashion industry on the halal industry competition in the world. Indonesian Journal of Halal Research, 5(1), 21–29.
Таирова, М. (2020). The Role And Importance Of Strategic Planning In Marketing. Центр Научных Публикаций (Buxdu. Uz), 1(1).
Agzamov, A. T., Rakhmatullaeva, F. M., & Giyazova, N. B. (2021). Marketing strategy for the competitiveness of modern enterprises. E-Conference Globe, 1–3.
Alamsyah, A. N., Masken, E. L., & Prasetyo, A. (2023). The Effect of Advertising on social media on Fashion Product Purchase Decision. International Journal of Research and Applied Technology (INJURATECH), 3(1), 61–68.
Andhini, G. K., & Ramadhan, A. S. (2023). The Role of Social Media Influencer towards Fashion Brand Sales for Indonesia’s Young Consumers. 2023 8th International Conference on Business and Industrial Research (ICBIR), 155–160.
Armasta, R. R. Z., Kastaman, R., & Syahmurman, F. (2023). Strategi Branding Fakutas Teknologi Industri Pertanian Melalui Pemasaran Digital Menggunakan Metode Aida (Attention, Interest, Desire, Action). Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 9(1), 1263–1274.
Asmoro, T., Rodoni, M., & Meirinaldi, M. (2022). Factors Affecting Export Performance Indonesian Fashion Creative Industry. MIC 2021: Proceedings of the First Multidiscipline International Conference, MIC 2021, October 30 2021, Jakarta, Indonesia, 262.
Bagaskara, G., & Mirzanti, I. R. (2023). Business Strategy for Clothing Brand in Indonesia. International Journal of Current Science Research and Review, 06(01), 845–851. https://doi.org/10.47191/ijcsrr/v6-i1-90
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145.
Bond, C., Ferraro, C., Luxton, S., & Sands, S. (2010). Social media advertising: An investigation of consumer perceptions, attitudes, and preferences for engagement. Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, 1–7.
Ceyhan, A. (2019). Perceptions of a brand’s social media marketing on consumers loyalty. EMAJ: Emerging Markets Journal, 9(1), 88–100.
Conti, G., Mazzola, A., Motta, M., & Pillan, M. (2020). Fashion and Brand Awareness: An evidence-based approach to the analysis of distinctive elements in communication. Journal of Textile Science and Technology, 6, 177–189.
Day, G. (2022). Advanced Introduction to Marketing Strategy. Edward Elgar Publishing.
Gabriela, R. I., Lubis, R. N., & Rahayu, F. (2023). Consequences of Social Media Marketing Activity and Trust on Local Fashion Brands in Indonesia. The Management Journal of Binaniaga, 8(1), 1–16.
Germaine, A. F., Kuswarno, E., & Wibowo, K. A. (2023). Pengaruh Terpaan Iklan Instagram terhadap Intensi Pembelian Produk Erigo Melalui Sikap terhadap Iklan dan Sikap terhadap Merek. J-MAS (Jurnal Manajemen Dan Sains), 8(1), 385–395.
Ghosh, P., & Sriram, M. (2023). A systematic review of social media communication with respect to fashion brands. The Scientific Temper, 14(02), 543–553.
Gunasekaran, A., Okko, P., Martikainen, T., & Yli-Olli, P. (1996). Improving productivity and quality in small and medium enterprises: cases and analysis. International Small Business Journal, 15(1), 59–72.
Guo, Q., & Xu, H. (2023). Research on the Influence of Brand Marketing on Brand Relationship Quality Based on Marketing Strategy Model. Advances in Engineering Technology Research, 4(1), 594.
Guzzo, T., D’Andrea, A., Ferri, F., & Grifoni, P. (2012). Evolution of marketing strategies: From internet marketing to m-marketing. On the Move to Meaningful Internet Systems: OTM 2012 Workshops: Confederated International Workshops: OTM Academy, Industry Case Studies Program, EI2N, INBAST, META4eS, OnToContent, ORM, SeDeS, SINCOM, and SOMOCO 2012, Rome, Italy, September 10-14, 2012. Proceedings, 627–636.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/https://doi.org/10.1108/EBR-11-2018-0203
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404.
Hapsari, R., Thongkern, T., & Zaini, M. T. (2023). Fashion-preneur and Social Media: A strategy to Enhance Teens’ Awareness, Trust and Loyalty towards Indonesian Local Fashion Brands. APMBA (Asia Pacific Management and Business Application), 11(3), 337–346.
Harsono, I. (2023). Determinants of Economic Growth, Poverty, and Unemployment: A Path Analysis Study. Jurnal Ilmu Sosial Dan Humaniora, 12(2), 359–366.
HARSONO, I. (2023). The Impact Of E-Money On Inflation In Indonesia. Ganec Swara, 17(3), 1160–1164.
Harsono, I., & Suprapti, I. A. P. (2024). The Role of Fintech in Transforming Traditional Financial Services. Accounting Studies and Tax Journal (COUNT), 1(1), 81–91.
Kalendzhjan, S. O., & Kadol, N. F. (2023). Social entrepreneurship as a catalyst for sustainable socio-economic development. 003, 2020–2023. https://doi.org/10.56199/dpcsebm.kvzv9880
Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
Kapferer, J.-N. (2016). The challenges of luxury branding. In The Routledge companion to contemporary brand management (pp. 473–491). Routledge.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Lando, V., & Oktavianti, R. (2023). Strategi Marketing Communication dalam Mempertahankan Loyalitas Pelanggan pada Brand Makanan. Prologia, 7(1), 179–188.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130–143.
Marlianti, N., Wahyunadi, I. H., & Harsono, I. (2017). The role of agricultural sector on the economy of West Nusa Tenggara (input-output analysis approach). Jurnal Ekonomi Dan Studi Pembangunan, 9(2), 176–189.
Munjal, P., Shanker, R., Gupta, A., & Maheshwari, P. (2023). Modelling drivers and outcomes of fashion and apparel social media brand communities engagement. International Journal of Management Practice, 16(1), 59–88.
N., N. (2023). Role of Social Media in Influencing Consumer Purchase Behaviour and Brand Loyalty in Bengaluru City. Interantional Journal Of Scientific Research In Engineering And Management.
Nartey, G. K. (2010). The effect of advertising on consumer behaviour: A case study of Mtn Ghana.
Poita, I., Mosiichuk, I., Gurenko, A., & Perelygin, M. (2022). The Role Of Strategies In The Enterprise’s Management Of Marketing Activities. Economics. Management. Innovations. https://doi.org/10.35433/ISSN2410-3748-2022-2(31)-8
Qutp, M. M., Abodonia, S. H., & El Sharkawy, A. Z. (2022). The Emotional Communication Effectiveness of Advertising on Consumer Behavior. International Design Journal, 12(6), 271–280.
Radsadondee, J., & Pasunon, P. (2021). Factor Analysis Of Fashion International Luxury Brand Perception: A Case Study Of Balenciaga Brand With Generation-Y Consumer. Silpakorn University.
Riristuningsia, D., Wahyunadi, I. H., & Harsono, I. (2017). Public Participation in Rural Development Planning. Jurnal Ekonomi Dan Studi Pembangunan, 9(1), 57–65.
Rosyda, S. S., & Sukoco, I. (2020). Model Design Thinking pada Perancangan Aplikasi Matengin Aja. Organum: Jurnal Saintifik Manajemen Dan Akuntansi, 3(1), 1–12.
Sabila, A. S., & Albari, A. (2023). The role of social media marketing communication on the instagram platform in growing consumer buying intention. Journal of Business and Management Review, 4(5), 374–389.
Santoso, S. (2023). The Influence of Social Media, Brand Trust, Brand Affect and Value Consciousness on Brand Loyalty: Online Transportation Cases in Indonesia. WSEAS Transactions on Business and Economics, 20, 564–572.
Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., De Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour–a moderated mediation model. Journal of Product & Brand Management, 31(7), 1047–1062.
Simatupang, M. S., & Purba, H. (2023). The Impact Social Media Marketing, Social Interactivity And Perceived Quality Of Brand Loyalty On Iphone Users. Jurnal Riset Manajemen Dan Akuntansi, 3(1), 125–136.
Singhal, V., & Ahuja, V. (2023). Social media marketing and the world of fashion: identification of determinants for building consumer brand relationship and shaping consumer brand perception. International Journal of Management Practice, 16(2), 186–211.
Singla, B., Shalender, K., & Sharma, S. (2023). Shift in Marketing Trends in the Current Competitive Scenario. In Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing (pp. 244–250). IGI Global.
Sinurat, M. (2023). Impact of the Fashion and Design Industry on Social Economic Development in Indonesia. International Journal of Fashion and Design, 2(1), 43–53.
Syahputra, D. A. (2023). The Influence of Social Media Marketing on Consumer Based Brand Equity, Brand Loyalty, and Mediation by Brand Experience on Fashion Brand Clothing in Indonesia. Indonesian Journal of Economic & Management Sciences, 1(2), 183–200.
Triansyah, F. A., Gunawan, A., & Ramadhaniyati, R. (2023). Factors of Indonesia Economic Growth (2017-2022). Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB), 11(01), 51–65.
Vaja, J. (2022). How branding have major role play as Marketing Strategy? TECHNO REVIEW Journal of Technology and Management, 2(2), 21–26.
Wang, Y. (2023). Analysis of Changes in Fashion Representation in the Perspective of Media Evolution. Lecture Notes in Education Psychology and Public Media, 4(1), 134–139. https://doi.org/10.54254/2753-7048/4/20220200
Yuniastuti, V., & Pratama, A. A. (2023). Portraits and challenges of Indonesia’s modest fashion industry on the halal industry competition in the world. Indonesian Journal of Halal Research, 5(1), 21–29.
Таирова, М. (2020). The Role And Importance Of Strategic Planning In Marketing. Центр Научных Публикаций (Buxdu. Uz), 1(1).
Published
2024-06-30
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Articles
Copyright (c) 2024 Hery Purnomo, Yulia Novita
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