Pengaruh Brand Image terhadap Purchase Intention yang Dimoderasi oleh Influencer Marketing

Natasya Rheina Fitri; Rezi Muhamad Taufik  Permana; Nindya Saraswati

doi:10.29313/bcsbm.v4i2.13487

Natasya Rheina Fitri Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Rezi Muhamad Taufik Permana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Nindya Saraswati Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung

DOI: https://doi.org/10.29313/bcsbm.v4i2.13487

Keywords: Brand Image, Purchase Intention, Influencer Marketing

Abstract

Abstract. The fashion industry is growing rapidly each year, especially in Indonesia. Fashion products are among those that constantly follow trends, almost every year, month, and even day. This is supported by data from the Central Statistics Agency (2023), which shows that the creative economy grew by 4.9% in 2023. Companies operating in the creative industry, particularly in fashion, need to continuously study consumer preferences to boost sales. One area of growth within the creative industry is fashion products, specifically handbags. The aim of this study is to examine the effect of brand image on purchase intention, moderated by influencer marketing. This research uses a quantitative method with a descriptive-verification approach. The study population consists of residents in Bandung City. Sampling was done using purposive sampling with the criteria of individuals who are aware of the We_Mad brand on Instagram but have never purchased We_Mad products. The sample size was 100 respondents. There are two hypotheses tested in this study. To test these hypotheses, data analysis was conducted using simple linear regression and moderated regression analysis (MRA). The results indicate that brand image significantly affects purchase intention for the We_Mad fashion brand on Instagram. The moderated analysis results show that influencer marketing has a strong effect on the relationship between brand image and purchase intention for the We_Mad fashion brand on Instagram.

Abstrak. Perkembangan industri fashion sangat berkembang cukup pesat setiap tahunnya, terutama di Indonesia. Produk fashion adalah salah satu yang selalu mengikuti perkembangan tren, hampir setiap tahun bahkan setiap bulan dan setiap hari. Hal ini didukung oleh data dari Badan Pusat Statistika (2023) pertumbuhan ekonomi kreatif pada tahun 2023 meningkat sebesar 4,9%. Perusahaan yang bergerak di industri kreatif dalam bidang fashion harus terus mempelajari selera konsumen untuk menaikkan penjualan. Salah satu yang berkembang di industri kreatif adalah industri fashion yaitu produk fashion tas. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand image terhadap purchase intention yang dimoderasi oleh influencer marketing. Metode penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif verifikarif, populasi penelitian ini adalah masyarakat di Kota Bandung. Teknik penarikan sampel menggunakan purposive sampling dengan kriteria masyarakat yang mengetahui brand We_Mad di media sosial instagram namun belum pernah berbelanja produk We_Mad dengan jumlah sampel adalah sebanyak 100 responden. Terdapat dua hipotesis yang ada dalam penelitian ini. Untuk menguji hipotesis, teknik analisis data dilakukan melalui analisis regresi linier sederhana dan moderate regression analysis (MRA). Hasil penelitian menunjukkan bahwa brand image berpengaruh signifikan terhadap purschase intention pada brand fashion We_Mad di Sosial Media Instagram. Hasil uji analisis moderasi menunjukkan bahwa influencer marketing berpengaruh kuat terhadap hubungan brand image dengan purchase intention pada brand fashion We_Mad di Sosial Media Instagram.

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