The Effect of Social Media Marketing on Purchase Intention Through Brand Image and Brand Trust as Mediating Variables in Local Bandung Clothing

Authors

  • Trully Mulyadi Universitas Widyatama, Bandung, Indonesia
  • Zulganef Zulganef Universitas Widyatama, Bandung, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v7i1.6330

Keywords:

Social Media Marketing, Purchase Intention, Brand Image, Brand Trust, Instagram, Clothing Brand

Abstract

This study aims to examine the effect of Social Media Marketing (SMM) on Purchase Intention through Brand Image and Brand Trust as mediating variables for the clothing brand “Take A Chill Pill” (TACP). Although the level of interaction on TACP's Instagram is high, sales conversion is not yet optimal. Using quantitative methods and Structural Equation Modeling-Partial Least Square (SEM-PLS) analysis on 247 Instagram followers of @take___chillpill, the results show that SMM has a significant positive effect on Brand Image (β=0.544) and Brand Trust (β=0.599). Brand Trust has the strongest influence on Purchase Intention (β=0.425), followed by Brand Image (β=0.146), while the direct influence of SMM on Purchase Intention is also significant (β=0.270). The model explains 54.5% of the variance in Purchase Intention with a Goodness of Fit of 0.534. These findings emphasize the importance of building trust and brand image through effective social media marketing strategies to increase consumer purchase intention. This study provides practical guidance for fashion businesses in maximizing the potential of Instagram as a digital marketing platform in Indonesia.

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Published

2025-09-21

How to Cite

Mulyadi, T., & Zulganef, Z. (2025). The Effect of Social Media Marketing on Purchase Intention Through Brand Image and Brand Trust as Mediating Variables in Local Bandung Clothing. Jurnal Ekonomi Manajemen Sistem Informasi, 7(1), 480–490. https://doi.org/10.38035/jemsi.v7i1.6330

Issue

Vol. 7 No. 1 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2025)

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Articles

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Copyright (c) 2025 Trully Mulyadi, Zulganef Zulganef

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