International Research & Citation Index
IRCI Article ID: IRCI-AR-0000001687

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

Authors:
M. Rifqy RoosdhaniRifqy Roosdhani, M.Arifin, SamsulSamsul ArifinKomaryatin, NurulNurul KomaryatinAli AliAli, AliNurul HudaHuda, NurulMuhammad KhoiruddinKhoiruddin, MuhammadChenly LoingLoing, Chenly

Journal: International Journal of Economics, Management and Accounting

Publication: 2025-04-30 · Vol. 2 No. 11 · pp. 917–926

DOI: 10.47353/ijema.v2i11.244

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


References
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Tjahjono, E. J., Ellitan, L., Handayani, Y. I. J. J. o. E., & Business. (2021). Product Quality And Brand Image Towards Customers' satisfaction Through Purchase Decision Of Wardah Cosmetic Products In Surabaya. 2(1), 56-70.
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Ulum, I., Ghozali, I., & Chariri, A. (2008). Intellectual capital dan kinerja keuangan perusahaan; Suatu analisis dengan pendekatan Partial Least Squares (PLS).
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Yang, Q., Hayat, N., Al Mamun, A., Makhbul, Z. K. M., & Zainol, N. R. J. P. o. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. 17(3), e0264899.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2 (4), 314–324. In.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., Algharabat, R. J. T., & informatics. (2017). Social media in marketing: A review and analysis of the existing literature. 34(7), 1177-1190.
Anas, A. M., Abdou, A. H., Hassan, T. H., Alrefae, W. M. M., Daradkeh, F. M., El-Amin, M. A.-M. M., . . . Alboray, H. M. M. J. S. (2023). Satisfaction on the driving seat: exploring the influence of social media marketing activities on followers’ purchase intention in the restaurant industry context. 15(9), 7207.
Bhatti, A., & Rehman, S. U. J. I. J. o. M. S. (2019). Perceived benefits and perceived risks effect on online shopping behavior with the mediating role of consumer purchase intention in Pakistan. 26(1), 33-54.
Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., . . . Elsaied, M. A. J. S. (2023). Power of social media marketing: how perceived value mediates the impact on restaurant followers’ purchase intention, willingness to pay a premium price, and e-WoM? , 15(6), 5331.
Chanavat, N., Martinent, G., & Ferrand, A. J. E. S. M. Q. (2010). Brand images causal relationships in a multiple sport event sponsorship context: Developing brand value through association with sponsees. 10(1), 49-74.
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & Memon, H. J. S. (2021). Relationship analysis among apparel brand image, self-congruity, and consumers’ purchase intention. 13(22), 12770.
Clarence, C., & Keni, K. (2022). The prediction of purchase intention based on digital marketing, customer engagement, and brand preference. Paper presented at the Tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021).
Faisal, A., Ekawanto, I. J. I. M., & Research, A. (2021). The role of social media marketing in increasing brand awareness, brand image and purchase intention. 20(2), 185-208.
Harpe, S. E. J. C. i. p. t., & learning. (2015). How to analyze Likert and other rating scale data. 7(6), 836-850.
Hidayat, R., Menhard, M., Charli, C. O., Masnum, A., Hartoyo, B. J. D. I. J. o. E., Finance, & Accounting. (2023). Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review). 4(1), 152-165.
Ibrahim, B., Aljarah, A., & Sawaftah, D. J. S. (2021). Linking social media marketing activities to revisit intention through brand trust and brand loyalty on the coffee shop facebook pages: Exploring sequential mediation mechanism. 13(4), 2277.
Khan, Z., Yang, Y., Shafi, M., & Yang, R. J. S. (2019). Role of social media marketing activities (SMMAs) in apparel brands customer response: A moderated mediation analysis. 11(19), 5167.
Khotimah, N. K., & Soliha, E. (2023). The Influence of Product Quality, Brand Image, Price Perception on the Purchase Decision Process of Food and Beverages. Paper presented at the ICMS 2023: Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia.
Liu, P., Qureshi, H. A. J. I. J. o. B., & Research, E. (2023). The Effects of Social Media Marketing on Customer’s Purchase Intention; a Moderated Mediation Model from Apparel Industry of Pakistan. 12(3), 115-122.
Mitra, S., & Jenamani, M. J. J. o. B. R. (2020). OBIM: A computational model to estimate brand image from online consumer review. 114, 213-226.
Montano, D. E., Kasprzyk, D. J. H. b. T., research, & practice. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. 70(4), 231.
Permana, A. R., Herlambang, T., Sanosra, A., Nursaid, N. J. I. J. o. M. S., & Technology, I. (2024). The Influence of Social Media Marketing, Online Customer Review, and E-SERVQUAL to Purchase Decision through Trust (Bekam Therapy Center Jember). 4(2), 257-267.
Phan, A., Nguyen, A., Van Ho, N., & Ha Hai, G. (2024). Social media marketing and customer purchase intention: Evidence-based bibliometrics and text analysis. Innovative Marketing, 20 (2), 169-181. In.
Romadhoni, B., Akhmad, A., Naldah, N., Rossanty, N. P. E. J. J. o. A., & Management, F. (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. 4(1), 74-86.
Safeer, A. A., He, Y., Lin, Y., Abrar, M., & Nawaz, Z. J. I. J. o. E. M. (2023). Impact of perceived brand authenticity on consumer behavior: an evidence from generation Y in Asian perspective. 18(3), 685-704.
Satriawan, K. A., Setiawan, P. Y. J. I. R. J. o. M., IT, & Sciences, S. (2020). The role of purchase intention in mediating the effect of perceived price and perceived quality on purchase decision. 7(3), 38-49.
Seo, E. J., Park, J.-W., & Choi, Y. J. J. S. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. 12(4), 1691.
Sikteubun, M. R., Dirgantara, I. M. B., & Nurdianasari, R. J. D. J. o. M. (2022). Analisis Pengaruh Brand Image, Perceived Price, Dan Perceived Value Terhadap Purchase Intentions Pada Produk Private Label. 11(6).
Srivastava, V., Pilli, S., Bhat, S., Pedanekar, N., & Karande, S. (2021). What BERTs and GPTs know about your brand? Probing contextual language models for affect associations. Paper presented at the Proceedings of Deep Learning Inside Out (DeeLIO): The 2nd Workshop on Knowledge Extraction and Integration for Deep Learning Architectures.
Tjahjono, E. J., Ellitan, L., Handayani, Y. I. J. J. o. E., & Business. (2021). Product Quality And Brand Image Towards Customers' satisfaction Through Purchase Decision Of Wardah Cosmetic Products In Surabaya. 2(1), 56-70.
Trisa, A., & Roosdhani, M. R. J. Y. J. o. M. (2024). Analisis Hubungan Antara Strategi Pemasaran Media Sosial, Citra Merek, dan Minat Pembelian di Industri Fashion Sweet Mango Jepara. 7(2), 20-33.
Ulum, I., Ghozali, I., & Chariri, A. (2008). Intellectual capital dan kinerja keuangan perusahaan; Suatu analisis dengan pendekatan Partial Least Squares (PLS).
Usman, O., Bus, M., & Aryani, Y. (2020). The Effect of Brand Image, Product Quality, and Price on Purchase Intention. In: SSRN.
Yang, Q., Hayat, N., Al Mamun, A., Makhbul, Z. K. M., & Zainol, N. R. J. P. o. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. 17(3), e0264899.
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