See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/382305556

THE IMPACT OF BRANDING, ADVERTISING, AND SOCIAL MEDIA MARKETING

ON CONSUMER PURCHASE INTENTION, BRAND LOYALTY, AND BRAND
EQUITY IN THE INDONESIAN MARKET

Article · July 2024

DOI: 10.31539/jomb.v6i3.9653

CITATIONS READS

2 619

2 authors, including:

Hery Purnomo
Universitas Nusantara PGRI Kediri
100 PUBLICATIONS 245 CITATIONS

SEE PROFILE

All content following this page was uploaded by Hery Purnomo on 17 July 2024.

The user has requested enhancement of the downloaded file.

Journal of Management and Bussines (JOMB)
Volume 6, Nomor 3, Mei – Juni 2024
p-ISSN: 2656-8918
e-ISSN: 2684-8317
DOI: https://doi.org/10.31539/jomb.v6i3.9653

THE IMPACT OF BRANDING, ADVERTISING, AND SOCIAL MEDIA

MARKETING ON CONSUMER PURCHASE INTENTION, BRAND LOYALTY,
AND BRAND EQUITY IN THE INDONESIAN MARKET

Hery Purnomo1, Yulia Novita2

Universitas Nusantara PGRI Kediri1
Universitas Islam Negeri Syarif Kasim Riau2
[email protected]

ABSTRAK
Penelitian ini menginvestigasi pengaruh branding, periklanan, dan pemasaran media
sosial terhadap niat beli pelanggan, loyalitas merek, dan ekuitas merek di industri fesyen
Indonesia. Data survei dari 288 konsumen Indonesia dianalisis menggunakan pemodelan
persamaan struktural (SEM-PLS) untuk menguji hubungan antarvariabel. Hasil analisis
menunjukkan adanya korelasi positif dan signifikan antara perilaku konsumen,
keterlibatan media sosial, efektivitas iklan, dan persepsi merek. Temuan utama
menunjukkan bahwa branding, periklanan, dan pemasaran media sosial secara positif
mempengaruhi ekuitas merek, niat beli, dan loyalitas merek. Pengujian hipotesis
menunjukkan signifikansi statistik yang kuat, sementara penilaian model pengukuran
mendukung validitas dan reliabilitas alat pengukuran yang digunakan. Model struktural
yang dikembangkan mampu menjelaskan data dengan memadai, menekankan pentingnya
strategi pemasaran terintegrasi dalam memperkuat hubungan antara konsumen dan merek
serta meningkatkan kinerja merek di pasar fesyen Indonesia. Simpulan, bahwa
perusahaan fesyen dapat menggunakan wawasan yang diperoleh untuk meningkatkan
kehadiran dan daya saing mereka di pasar yang berkembang seperti Indonesia.

Kata Kunci: Branding, Periklanan, Pemasaran Media Sosial, Perilaku Konsumen

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

1356
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

INTRODUCTION
For fashion firms looking to make a name for themselves and thrive in this ever-
changing industry, the Indonesian fashion market presents a wealth of opportunities as
well as difficulties. With a median age of almost thirty years and a population of over 270
million, Indonesia offers a varied consumer base with a range of tastes, inclinations, and
spending power. Indonesian consumers' discovery, engagement, and purchase of fashion
products have seen a radical transformation thanks to the swift adoption of digital
technology and the extensive usage of social media platforms (Harsono, 2023;
Kalendzhjan & Kadol, 2023).
For organizations to stand out from the competition and develop strong emotional
bonds with customers, strategic branding initiatives—such as brand positioning, identity
development, and storytelling—are essential (Sabila & Albari, 2023). Advertising
campaigns have a significant impact on purchasing decisions, brand values
communication, and brand recognition (Germaine et al., 2023; HARSONO, 2023). The
rise in popularity of social media platforms like Instagram has completely changed how
consumers and brands connect, opening up new avenues for advocacy, community
building, and engagement (Lando & Oktavianti, 2023; Riristuningsia et al., 2017).
Technological developments have altered the way that customers and businesses
communicate, which affects social media communication and its ability to attract and
keep customers (Santoso, 2023). Furthermore, it has been demonstrated that social media-
based digital marketing initiatives have a favorable impact on value awareness, brand
influence, and brand trust—all of which eventually result in brand loyalty (Armasta et al.,
2023). Businesses, especially higher education institutions, are being encouraged to use
digital marketing methods to draw in and keep customers by these trends and demands
from the competition.
The country's economic prosperity and the rising spending power of the middle
class have propelled Indonesia's fashion sector to notable heights in recent years. As a
result, the market for domestic and foreign fashion labels is expanding (Rosyda & Sukoco,
2020; Sinurat, 2023). The fashion industry is vibrant and dynamic because of Indonesia's
unique cultural background and changing consumer preferences (Marlianti et al., 2017;
Yuniastuti & Pratama, 2023). Analysis of the fashion industry's effects on Indonesia's
social and economic development has produced results that include more tax receipts,
higher employment, and better living conditions ( et al., 2023). Despite obstacles like
obtaining funding and accessing foreign markets, Indonesia's tiny fashion industry—
which is a subset of the halal industry—is expanding as well (Triansyah et al., 2023).
Despite the diversity of Indonesia's creative fashion business, which is shaped by the
country's culture, environment, and inventiveness, the export potential of its fashion
goods has not yet reached its full potential (Asmoro et al., 2022; Harsono & Suprapti,
2024). All things considered, Indonesia's fashion sector provides chances for both
domestic and foreign businesses to prosper while also reflecting the nation's rising
consumer demand.
The competitive fashion market in Indonesia places great emphasis on brand
identity development, effective consumer engagement, and the cultivation of long-lasting
connections as key success factors for firms. Effective branding strategies, persuasive
advertising campaigns, and skillful use of social media marketing platforms are critical
in forming consumer opinions, swaying consumer decisions, building brand loyalty, and
boosting total brand equity (Andhini & Ramadhan, 2023; Gabriela et al., 2023; Munjal et

1357
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

al., 2023; Syahputra, 2023). Through these programs, brands can increase consumer
loyalty and buy intent in addition to increasing brand recognition brand image, and
familiarity. Brands may expand their market reach and improve communication between
themselves and their target audience by leveraging social media influencers. Furthermore,
customer participation in brand communities on social media improves customer-brand
relationships and brand loyalty. In general, for fashion firms to succeed and make a lasting
impression in the Indonesian market, these branding and marketing techniques are crucial.
In light of this, the purpose of this study is to In the Indonesian fashion market, advertising
campaigns, social media marketing, and branding techniques have a big influence on
customer behavior.
These factors affect fashion product brand equity, brand loyalty, and customer buy
intention. Influencer marketing is one example of a social media marketing strategy that
is vital in raising brand recognition and developing a familiar brand image, both of which
contribute to buy intent and consumer loyalty (Andhini & Ramadhan, 2023; Gabriela et
al., 2023). Furthermore, social media marketing has a beneficial impact on consumers'
perceptions of a company's worth, awareness, and trust—all of which have an impact on
brand loyalty (Andhini & Ramadhan, 2023). Purchase intention is influenced by social
media marketing activity and trust, which are mediated by brand equity and attitude
toward the influencer (Syahputra, 2023). Moreover, brand interactions are facilitated by
social media marketing campaigns, and these interactions influence brand equity and
brand loyalty (Hapsari et al., 2023). Ultimately, the success of fashion firms in Indonesia
depends on their ability to comprehend how branding strategies, advertising campaigns,
social media marketing, and customer behavior interact.
This study's main goal is to empirically examine how branding, advertising, and
social media marketing affect consumers' intentions to buy fashion products as well as
their brand equity and loyalty in the Indonesian market. The study specifically seeks to
accomplish the following goals: First, to investigate the connections between consumer
purchase intention, brand loyalty, and brand equity and branding techniques (such as
brand image, brand personality, and brand associations). In the context of the Indonesian
fashion market, the second goal is to examine the impact of advertising campaigns (across
a range of platforms and formats) on consumer purchase intention, brand loyalty, and
brand equity. Thirdly, to assess how well consumer purchase intention, brand loyalty, and
brand equity are influenced by social media marketing initiatives (such as influencer
partnerships, user-generated content, and engagement tactics). Finally, this study aims to
offer practical perspectives and suggestions to fashion brands that are present in the
Indonesian market, to enhance their branding, advertising, and social media marketing
tactics and successfully interacting with Indonesian customers.

LITERATURE REVIEW
Branding and Consumer Behavior
A key component of marketing strategy is branding, which is an effective
instrument for influencing the attitudes, behaviors, and perceptions of consumers. Within
the fashion industry, branding is more than just product labeling; it's a comprehensive
strategy that includes positioning, values, personality, and brand identity (Guo & Xu,
2023; Vaja, 2022). According to (Kapferer, 2012), a strong brand identity makes it easier
for consumers to identify with the brand and creates emotional bonds that improve brand
preference, recall, and loyalty. Fashion brands may effectively differentiate themselves
from their competition, explain their unique value proposition, and connect with their

1358
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

target audience through successful branding tactics. This can ultimately impact customer
behavior and build brand equity.
Additionally, (Keller, 1993) highlights how crucial brand connections are in
shaping consumer behavior. Brand associations are the associations that consumers have
in their minds between a certain brand and particular features, advantages, or experiences.
These connotations could relate to ideas of quality, style, status, and lifestyle in the
context of fashion. Fashion brands can foster good brand imagery and improve consumer
perceptions through strategic management of brand associations through branding
activities (Agzamov et al., 2021; Kapferer, 2016; RADSADONDEE & PASUNON, 2021;
Таирова, 2020). This can ultimately impact purchase intention and brand loyalty.

Advertising and Consumer Purchase Intention

An essential part of brand communication is advertising, which helps fashion
brands connect with customers at several points of contact. Strong advertising campaigns
are essential for influencing consumer attitudes, building brand awareness, and
encouraging purchase intent (Alamsyah et al., 2023; Singhal & Ahuja, 2023). According
to (MacKenzie et al., 1986), consumer attitudes regarding advertisements mediate the
effect of advertisements on purchasing behavior, so the success of advertising is
dependent on these attitudes. The fashion industry is known for its use of aspirational
imagery, emotional appeal, and product desire in its commercials, all of which have an
impact on consumers' brand preferences and buy intentions (Qutp et al., 2022).
Fashion brands can also convey to target audiences the characteristics, advantages,
and value propositions of their products through advertising. According to (Batra &
Keller, 2016) compelling advertising messages are crucial for communicating brand
qualities, building brand credibility, and swaying consumers' opinions about the worth
and quality of products. Fashion brands can improve their market exposure, relevance,
and appeal by implementing smart advertising campaigns that align with consumers'
objectives, tastes, and lifestyles (Conti et al., 2020; Schivinski et al., 2022). This will
ultimately drive consumer purchase intention and brand equity.

Social Media Marketing and Brand Loyalty

Social media has been a potent tool for brand advocacy, engagement, and
communication in the fashion business in recent years. Fashion brands may engage with
customers in real-time through social media marketing activities, publish engaging
content, and create communities of brand evangelists (Andhini & Ramadhan, 2023).
According to (Hajli, 2014), social media encourages user-generated content, two-way
communication, and a feeling of community and belonging among users, all of which
lead to increased consumer involvement. Fashion firms can enhance their brand loyalty
by implementing strategic social media marketing tactics that involve building stronger
relationships, requesting feedback, and offering tailored experiences to their customers
(Wang, 2023).
Social media sites also act as promoters for viral brand messaging and word-of-
mouth advertising. The viral aspect of social media is highlighted by (Kaplan & Haenlein,
2010), who point out that user-shared material can swiftly spread to a large audience,
increasing brand visibility and credibility. Through the utilisation of influencer
partnerships, user-generated content, and interactive marketing strategies, fashion brands
may effectively utilise social media to augment brand recognition, foster genuine

1359
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

consumer engagement, and establish enduring connections that stimulate brand advocacy
and loyalty (Alamsyah et al., 2023; Andhini & Ramadhan, 2023; Ghosh & Sriram, 2023).

METHOD RESEARCH
This study uses a quantitative research methodology to look into how social media
marketing, branding, and advertising affect consumers' intentions to buy fashion products
as well as their brand equity and loyalty. As part of the research design, survey data from
Indonesian customers is gathered, and the data is then analyzed using partial least squares
(PLS) and structural equation modeling (SEM). Convenience sampling is the sample
method used in this study, and respondents are chosen based on their availability and
desire to participate. The survey will focus on 288 Indonesian customers who are at least
18 years old and have made purchases of fashion products within the last six months.
Taking into account the model's complexity and the required statistical power, the sample
size is chosen in accordance with SEM-PLS analysis recommendations (Hair et al., 2019).

Table 1.
Demographic Sample

Demographic Variable Frequency Percentage

Gender (Male/Female) 150/138 52.1/47.9
Age Group
- 18-25 years 72 25.0
- 26-35 years 96 33.3
- 36-45 years 66 22.9
- Above 45 years 54 18.8
Education Level
- High School 54 18.8
- Bachelor's Degree 138 47.9
- Master's Degree 72 25.0
- Doctoral Degree 24 8.3
Monthly Income (IDR)
- Below 5 million 60 20.8
- 5-10 million 114 39.6
- 10-15 million 78 27.1
- Above 15 million 36 12.5
Residence Area
- Urban 198 68.8
- Rural 90 31.3
Source: Results of data analysis (2024)

The gender distribution of the sample is fairly balanced, with 138 respondents
(47.9%) and 150 male respondents (52.1%). The respondents were divided into four age
groups based on the distribution of their ages. The age group of 26–35 years old had the
highest representation (33.3%), followed by the age group of 18–25 years old (25.0%).
The majority of responders had varying levels of education; 47.9% have a bachelor's
degree, followed by a master's degree (25.0%) and high school education (18.8%). When
it comes to monthly income, 39.6% of the population falls between the 5–10 million IDR
range. The residence areas show that most people live in cities (68.8%), although a
significant percentage (31.3%) live in rural areas.

1360
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

Data Collection
A systematic questionnaire will be used to gather data, and it will be distributed
online via social media and email invitations. The purpose of the questionnaire is to gauge
respondents' opinions about branding, social media engagement, advertising efficacy,
purchase intention, brand loyalty, and brand equity. Respondents will be asked to use
Likert-type scales to indicate how much they agree or disagree with certain assertions.

Measurement Instruments
Every variable's measuring tools are modified from existing scales and earlier
investigations. The purpose of the questionnaire is to gather important information about
branding, advertising, social media marketing, purchase intention, brand equity, and
brand loyalty. To guarantee measurement validity and reliability, the structures are
operationalized using a variety of items.

Data Analysis
Partial least squares (PLS) regression, a useful technique for examining complex
interactions across latent constructs in small to medium-sized samples, will be employed
in the analysis of the gathered data through structural equation modeling (SEM) (Hair et
al., 2019). SEM-PLS enables the thorough evaluation of structural models (which look at
the links between latent constructs) as well as measurement models (which include the
validity and reliability of measurement tools). There are multiple steps in the analyzing
process: First, using internal consistency, convergent validity, and discriminant validity
tests to evaluate the validity and reliability of measurement tools. Second, utilizing PLS
regression analysis to estimate the structural model to investigate the connections among
branding, advertising, social media marketing, purchase intention, brand loyalty, and
brand equity. Thirdly, employing goodness-of-fit metrics like standardized root mean
square residual (SRMR) and coefficient of determination (R2) to assess the structural
model's overall fit. Lastly, using bootstrapping techniques to get t- and p-values, test
hypotheses about the relationships between independent and dependent variables for
statistical significance.

RESEARCH RESULT
Table 2.
Descriptive Statistics

Variable Mean Standard Deviation Range

Branding Perceptions 4.12 0.78 1-5
Advertising Effectiveness 3.85 0.92 1-5
Social Media Engagement 4.25 0.75 1-5
Purchase Intention 4.03 0.85 1-5
Brand Loyalty 3.98 0.88 1-5
Brand Equity 4.15 0.79 1-5

A mean score of 4.12 with a standard deviation of 0.78 indicates that respondents
usually have good opinions of the branding methods used by fashion brands. This is
consistent with relatively low answer variability and a high percentage of respondents
giving the strategies high scores on the Likert scale. With a mean score of 3.85 and a
standard deviation of 0.92, respondents believe fashion brand advertisements to be

1361
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

somewhat effective in influencing their purchasing decisions. This indicates some

variation in the respondents' assessments. With a mean score of 4.25 and a low standard
deviation of 0.75, respondents also regularly interact with fashion businesses on social
media channels, indicating consistently high levels of engagement.
With a mean score of 4.03 and a standard deviation of 0.85, respondents also show
a strong readiness to buy fashion items from the brands under study. This suggests that
there is some variation in respondents' degrees of purchase intention. Additionally, a
mean score of 3.98 with a standard deviation of 0.88 indicates that respondents had a high
degree of commitment to the fashion companies under study, albeit there are differences
in brand loyalty throughout the Likert scale. Lastly, with a mean score of 4.15 and a
standard deviation of 0.79, respondents believe the brands under study have high levels
of brand equity in the Indonesian market. This suggests that respondents' judgments are
generally consistent.
Table 3.
Measurement Model

Construct Cronbach's Average Variance Square Root

Alpha Extracted (AVE) of AVE
Branding Perceptions 0.874 0.685 0.823
Advertising 0.833 0.626 0.795
Effectiveness
Social Media 0.895 0.714 0.844
Engagement
Purchase Intention 0.854 0.656 0.813
Brand Loyalty 0.883 0.703 0.841
Brand Equity 0.867 0.674 0.827

With Cronbach's alpha coefficients ranging from 0.833 to 0.895, all constructs show
good internal consistency and exceed the recommended criterion of 0.70. This suggests
that the measurement tools have strong reliability. Furthermore, the average variance
extracted (AVE) values range from 0.626 to 0.714, beyond the 0.50 barrier, indicating
acceptable convergent validity. These numbers represent the proportion of measurement
error to variance collected by the indicators of each concept. The square root of the AVE
for each construct is larger than its correlations with other constructs, confirming
discriminant validity further and assuring that each construct is more strongly related with
its own indicators than with those of other constructs.

Figure 1. Internal Model Assessment

Source: Results of data analysis (2024)
Strong relationships between indicators and latent variables are demonstrated by
the loading factor analysis, which also highlights the measurement model's robustness.

1362
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

These results provide assurance for the measurement tools used to operationalize
important study variables, making it easier to accurately evaluate consumer attitudes and
actions toward fashion companies in the Indonesian market.

Table 4.
Loading Factor Indicators

Code Loading
Construct Indicator Factor
Branding Perceptions BP.1 Brand Image 0.833
BP.2 Brand Personality 0.878
BP.3 Brand Associations 0.870
AE.1
Advertising Effectiveness Ad Recall 0.899
AE.2 Message Clarity 0.877
AE.3 Persuasiveness 0.818
SME.1
Social Media Engagement Frequency of Interaction 0.832
SME.2 Content Relevance 0.856
SME.3 Engagement Level 0.875
PI.1
Purchase Intention Willingness to Purchase 0.933
PI.2 Likelihood of Buying 0.926
Brand Loyalty BL.1 Repurchase Intent 0.894
BL.2 Brand Advocacy 0.914
BL.3 Attachment 0.760
Brand Equity BE.1 Perceived Quality 0.910
BE.2 Brand Prestige 0.882
BE.3 Brand Loyalty 0.852

Higher loading factors suggest stronger correlations between indicators and

constructs. The loading factors for each indicator are indicators of how strongly they are
associated with the relevant latent construct. All of the indicators in this study show high
loading factors (above 0.75), indicating that they each significantly contribute to their
respective constructs and demonstrating the measurement model's construct validity. In
order to quantify the underlying constructs of branding perceptions, advertising
effectiveness, social media engagement, purchase intention, brand loyalty, and brand
equity, these loading variables confirm the validity of the measuring tools that were used.

Table 5.
Hypothesis Testing

Path P-
Hypothesis Coefficient T-Value Value
H1: Branding perceptions positively
influence purchase intention 0.673 7.912 <0.001
H2: Advertising effectiveness positively
influence purchase intention 0.528 5.276 <0.001
H3: Social media engagement positively
influences purchase intention 0.612 6.382 <0.001

1363
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

H4: Branding perceptions positively

influence brand loyalty 0.695 8.201 <0.001
H5: Advertising effectiveness positively
influence brand loyalty 0.612 6.472 <0.001
H6: Social media engagement positively
influences brand loyalty 0.587 5.972 <0.001
H7: Branding perceptions positively
influence brand equity 0.718 8.512 <0.001
H8: Advertising effectiveness positively
influence brand equity 0.631 6.732 <0.001
H9: Social media engagement positively
influences brand equity 0.655 7.013 <0.001

The route coefficients provide insight into the direction and intensity of correlations
between dependent variables (purchase intention, brand loyalty, and brand equity) and
independent factors (branding perceptions, advertising effectiveness, and social media
engagement). Simultaneously, p-values represent the likelihood of getting the observed
results by chance, with values less than 0.05 being considered statistically significant, and
t-values indicate the significance of each path coefficient, with larger values suggesting
more significance. The impact of marketing strategies on consumer perceptions and
behaviors is supported empirically by the results of hypothesis testing, which validates
the significant positive effects of branding perceptions, advertising effectiveness, and
social media engagement on consumer purchase intention, brand loyalty, and brand
equity within the Indonesian fashion market. The strong statistical significance of each
proposed link is highlighted by the noteworthy high t-values and low p-values,
underscoring the critical role that integrated marketing initiatives play in forming
consumer-brand relationships and enhancing brand performance. All things considered,
these results highlight how branding, advertising, and social media marketing techniques
can improve customer interaction and brand performance in the context of Indonesia's
fashion industry.
Table 6.
Model Fit

Goodness-of-Fit Measure Value

Coefficient of Determination (R²)
- Purchase Intention 0.672
- Brand Loyalty 0.688
- Brand Equity 0.705
Standardized Root Mean Square Residual (SRMR) 0.067

Important information about the explanatory capacity and goodness of fit of the
structural model is provided by the coefficient of determination (R2) and standardized
root mean square residual (SRMR) metrics. Greater R2 values signify a higher percentage
of variance elucidated by the model, implying an improved match with the data. Purchase
intention, brand loyalty, and brand equity in this study have R2 values of 0.672, 0.688,
and 0.705, respectively. These values show that the structural model accounts for 67.2%,
68.8%, and 70.5% of the variance in these dependent variables. These results imply that
the independent factors included account for a significant amount of the diversity in
customer behaviors and views. Additionally, the SRMR value of 0.067 is within
allowable bounds, suggesting that the structural model fits the observed data quite well.

1364
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

The model's sufficiency in elucidating the links among latent components within the
Indonesian fashion market setting is reinforced by the comparatively low SRMR score,
which indicates minimal difference between the observed and predicted data points.

DISCUSSION
The discussion chapter functions as the research's analytical center, providing a
thorough analysis and interpretation of the study's findings in relation to a larger body of
previously published work and theoretical frameworks. This section summarizes the
empirical analysis's findings and offers insights into their implications, constraints, and
potential directions for further study.
In the Indonesian fashion market, the empirical analysis showed a strong positive
correlation between branding, social media marketing, and advertising as well as between
consumer purchase intention, brand loyalty, and brand equity. These results are consistent
with previous research that highlights the critical impact that marketing strategies have in
influencing the attitudes and actions of consumers (Ceyhan, 2019; N., 2023; Simatupang
& Purba, 2023). An integrated marketing approach is crucial for increasing consumer
engagement, brand loyalty, and equity, as demonstrated by the combination of brand
perception, advertising effectiveness, and social media engagement (Bond et al., 2010;
Nartey, 2010). Social media sites are now effective instruments for influencing how
consumers make decisions. Through personalization based on interests and preferences
and social proof, they increase clients' exposure to goods and services and influence their
decision-making. Furthermore, social media facilitates bidirectional connection between
brands and consumers, so enabling customized interaction and engagement. Marketers
may create successful social media marketing strategies to thrive in the digital era by
knowing how social media affects consumer behavior and preferences. All things
considered, these results emphasize how crucial social media marketing and advertising
are for influencing consumer behavior and building brand loyalty.
Recent years have seen a change in marketing methods as a result of shifting
consumer demands and a challenging corporate climate. An outside-in strategy has gained
popularity, emphasizing continuous environment scanning and sensing to predict and
respond to changes in the client base (Poita et al., 2022). Maintaining great customer
value and customer orientation are the major goals of this strategy (Day, 2022).
Furthermore, a customer-centric approach has replaced a product-centric approach in
marketing strategy, acknowledging the significance of client interaction and conversion
for company success (Singla et al., 2023). With the development of internet marketing,
social media marketing, and now mobile marketing, technology utilization has also had
an impact on marketing techniques (Gunasekaran et al., 1996). The significance of mobile
marketing in particular has grown, and its perception and adoption are impacted by a
number of factors (Guzzo et al., 2012). All things considered, customer-centricity,
flexibility in response to external circumstances, and the use of technology to provide
value and communicate effectively are contemporary trends in marketing strategy.

Theoretical Implications
The study advances consumer behavior and marketing theory by extending and
validating preexisting theories in the context of the Indonesian fashion industry. The
results highlight the usefulness of ideas like the hierarchy of effects model (Lavidge &
Steiner, 1961) and brand equity theory (Aaker, 1991) in comprehending the mechanisms
underpinning consumer-brand connections in emerging markets. The report also

1365
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

emphasizes how important it is to integrate social media marketing techniques with

conventional branding and advertising campaigns in order to improve brand outcomes
and consumer engagement.

Managerial Implications
The study provides practitioners in the fashion sector with practical insights to
create marketing strategies that effectively appeal to Indonesian customers. Fashion
brands may stand out in a competitive market and foster brand loyalty among target
audiences by giving priority to branding initiatives that tell a compelling brand story and
elicit strong emotional responses. Similar to this, spending money on advertising
campaigns that make use of aspirational imagery and emotive storytelling can increase
brand recognition and consideration, which in turn can affect purchase intentions and
brand equity. Additionally, by using social media marketing campaigns, organizations
can encourage community involvement, communicate with customers in a real way, and
magnify their messaging through influencer partnerships and user-generated content.

Limitations
There are a few limitations to be aware of, even if the study offers insightful
information about the dynamics of brand-consumer relationships in the Indonesian
fashion sector. First off, the study only employed quantitative analysis, which limited the
breadth of knowledge regarding the motivations and attitudes of consumers. Qualitative
approaches could be useful in future research to investigate complex customer insights
and preferences. The cross-sectional methodology of the study further limits the capacity
to deduce causation, emphasizing the necessity of longitudinal research to capture
temporal dynamics and causal links across time.

Future Research Directions

Expanding upon the outcomes of this investigation, next research avenues could
encompass investigating the moderating impacts of demographic variables, cultural
influences, and market dynamics on the interactions between consumers and brands in
emerging markets. Moreover, examining the efficacy of distinct branding, advertising,
and social media marketing tactics in various fashion market segments can yield valuable
insights for professionals. Furthermore, comparative research conducted in a range of
industries and geographical areas can provide in-depth understanding of the
generalizability and application of the study's conclusions.

CONCLUSION
As a result, this study clarifies the significance of social media marketing, branding,
and advertising in shaping customer attitudes and actions within the Indonesian fashion
industry. The results highlight how important integrated marketing tactics are for
increasing brand equity, promoting brand loyalty, and increasing consumer involvement.
Through strategic use of branding perceptions, advertising efficacy, and social media
engagement, fashion firms may fortify their competitive edge and seize expansion
prospects within Indonesia's ever-changing market environment. The study's strict
approach, which includes structural equation modeling analysis, guarantees the validity
and trustworthiness of the results and provides insightful information for both researchers
and practitioners. In the future, other studies may examine other elements influencing

1366
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

customer preferences and behaviors in the fashion sector, offering thorough insights for
strategic brand management and marketing planning in developing economies.

DAFTAR PUSTAKA
Aaker, D. (1991). Brand equity. La Gestione Del Valore Della Marca, 347, 356.
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.

1367
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

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.

1368
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

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.

1369
 2024. Journal of Management and Bussines (JOMB) 6 (3) 1356-1370

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).

1370

View publication stats