The Influence of Clothing Brand Marketing on Instagram on People's Purchase Intentions in Batam City
DOI:
https://doi.org/10.51903/e-bisnis.v15i1.739Keywords:
marketing, clothing brand, purchase intentionAbstract
Instagram’s popularity is used by many clothing brands in Indonesia to market their products. Marketing itself is needed to increase product sales. This study aims to determine the influence of clothing brand marketing on Instagram on people's buying intentions in Batam City. The quantitative research was done by disseminating online questionnaires to the people of Batam City with different age ranges and managed to collect 380 respondents. The research data were analyzed by SEM method, using SPSS and AMOS. The results of the study prove that marketing carried out by clothing brands can make customers more familiar with and remember the brand and also influence customers to disseminate the brand. However, marketing clothing brands on Instagram does not necessarily affect people's buying intentions. This is because there are various other factors that influence a person's decision to buy clothes. To increase someone's purchase intention, apart from hoping for marketing, clothing brands need to keep an eye on their products’ quality.
References
[2] A. N. Fauziyah, A. M. Dewi, and M. R. M. Mubarrok, “Dampak Pandemi Terhadap Komunikasi Pemasaran Penjual,” Jurnal Komunikasi, vol. 1, no. 2, pp. 41–48, 2021, doi: 10.30998/jg.v1i2.880.
[3] A. Isaacson, “Instagram’s Impact on Indonesian Businesses,” https://www.ipsos.com/en-id/instagrams-impact-indonesian-businesses, Nov. 7, 2018 [March. 28, 2022]
[4] M. Yadav and Z. Rahman, “Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation,” Telematics and Informatics, vol. 34, no. 7, pp. 1294–1307, 2017, doi: 10.1016/j.tele.2017.06.001.
[5] Y. Bilgin, “the Effect of Social Media Marketing Activities on Brand Awareness, Brand Image, and Brand Loyalty,” Business & Management Studies: An International Journal, vol. 6, no. 1, pp. 128–148, Apr. 2018, doi: 10.15295/bmij.v6i1.229.
[6] E. J. Seo and J. W. Park, “A study on the effects of social media marketing activities on brand equity and customer response in the airline industry,” Journal of Air Transport Management, vol. 66, no. September 2017, pp. 36–41, 2018, doi: 10.1016/j.jairtraman.2017.09.014.
[7] A. S. Rini, “Industri Pakaian Jadi Catatkan Pertumbuhan Paling Tinggi,” Bisnis.com. May. 6, 2019. [March. 28, 2022]
[8] D. W. Nelson, M. M. Moore, and K. K. Swanson, “Fashion and social networking: a motivations framework,” Journal of Fashion Marketing and Management, vol. 23, no. 4, pp. 608–627, 2019, doi: 10.1108/JFMM-03-2018-0037.
[9] I. N. Putri, “the Assessment of Instagram Effectiveness As Marketing Tools on Indonesia Fashion Local Brand,” Advanced International Journal of Business, Entrepreneurship and SMEs, vol. 3, no. 10, pp. 01–13, 2021, doi: 10.35631/aijbes.310001.
[10] Aris, “Ada 81.486 Usaha Mikro Kecil dan Menengah di Kota Batam,” Batampos.co.id. Jun. 24 2019. [March. 28, 2022]
[11] A. T. Harsanto, “Pedagang Online Shop Batam Menjerit, Ngadu ke Kepala BP Batam soal PMK 199 Tahun 2019“. Batam.tribunnews.com. Jan. 27, 2020 [April. 22, 2022]
[12] P. M. Aji, V. Nadhila, and L. Sanny, “Effect of social media marketing on instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry,” International Journal of Data and Network Science, vol. 4, no. 2, pp. 91–104, 2020, doi: 10.5267/j.ijdns.2020.3.002.
[13] D. Adrian and M. Rachman Mulyandi, “Manfaat Pemasaran Media Sosial pada Pembentukan Brand Awareness Toko Online, ” Jurnal Indonesia Sosial Sains, vol. 2, no. 2, pp. 215-222, 2021, doi: 10.36418/jiss.v2i2.195.
[14] A. A. Rasyid and A. Purwanti, “Pemanfaatan Instagram Oleh Generasi Milenial Sebagai Media Bisnis Online di Kota Batam,” Jurnal Ekonomi, Sosial & Humanoria, JESH, vol. 1, no. 12, pp. 1-8, Jul. 2020.
[15] G. Santoso and A. Triwijayati, “Gaya Pengambilan Keputusan Pembelian Pakaian Secara Online pada Generasi Z Indonesia,” Jurnal Ilmu Keluarga dan Konsumen, vol. 11, no. 3, pp. 231–242, 2018, doi: 10.24156/jikk.2018.11.3.231.
