The Effect Of Social Media Marketing Dimensions On Purchase Intention For Fashion Products  (A Study Of The Instagram Account Of Sukkha Citta Indonesia)

Tsaabita Ullya.R; Mahrinasari M.S

doi:10.63922/ijebir.v5i05.6259

Tsaabita Ullya.R Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia
Mahrinasari M.S Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6259

Keywords: social media marketing, entertainment, customization, interaction, e-WOM, trends, purchase intent.

Abstract

This study aims to analyze the influence of social media marketing dimensions including Entertainment, Customization, Interaction, Electronic Word of Mouth (e-WOM), and Trends on the purchase intention for SukkhaCitta Indonesia fashion products via Instagram. This study employs a quantitative approach using a survey method. Data were collected via an online questionnaire distributed to 180 respondents selected using non-probability sampling techniques, namely purposive sampling and quota sampling. Data analysis was conducted using descriptive analysis and multiple linear regression. The results of the study indicate that Entertainment, Customization, Interaction, e-WOM, and Trends each have a positive and significant influence on purchase intention. Collectively, these five dimensions also have a significant influence on purchase intention, with an F-value of 27.131 and a significance level of <0.001. The adjusted R-squared value of 0.422 indicates that these five variables explain 42.2% of the variation in consumer purchase intent. Among the variables studied, e-WOM emerged as the most dominant variable based on a standardized beta value of 0.226. These findings suggest that social media marketing activities—through the presentation of content that is entertaining, relevant, interactive, trend-driven, and supported by positive consumer recommendations—can increase purchase intent for SukkhaCitta Indonesia’s fashion products.

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