Peran Brand Attachment dalam Memediasi Hubungan antara Authentic Influencer, Instagram Engagement, dan Purchase Intention pada Konsumen Millennial Wearing Klamby Medan

Tengku Aiena Zhafira; Siti Aisyah; Nurbaiti

doi:10.47709/jebma.v6i2.8576

Penulis

Tengku Aiena Zhafira Universitas Islam Negeri Sumatera Utara
Siti Aisyah Universitas Islam Negeri Sumatera Utara
Nurbaiti Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.47709/jebma.v6i2.8576

Kata Kunci:

Fashion lokal, Konsumen milenial, Media sosial, Pemasaran digital, PLS-SEM

Abstrak

Perkembangan media sosial telah mengubah strategi pemasaran digital, khususnya pada industri fashion lokal yang semakin memanfaatkan influencer dan interaksi konsumen melalui Instagram. Dalam konteks ini, keterikatan emosional konsumen terhadap merek menjadi aspek penting yang dapat memperkuat niat pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh autentisitas influencer dan keterlibatan Instagram terhadap niat beli melalui keterikatan merek pada konsumen milenial Wearing Klamby. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei. Data dikumpulkan melalui kuesioner online terhadap 153 responden yang merupakan konsumen milenial, mengikuti akun Instagram Wearing Klamby, dan pernah melakukan pembelian produk. Sampel ditentukan menggunakan teknik purposive sampling, sedangkan data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4 untuk menguji validitas, reliabilitas, pengaruh langsung, dan pengaruh mediasi. Hasil penelitian menunjukkan bahwa autentisitas influencer dan keterlibatan Instagram berpengaruh positif dan signifikan terhadap keterikatan merek dan niat beli. Keterikatan merek juga berpengaruh positif dan signifikan terhadap niat beli serta terbukti memediasi secara parsial hubungan antara autentisitas influencer dan keterlibatan Instagram terhadap niat beli. Penelitian ini menegaskan bahwa strategi pemasaran digital pada fashion lokal perlu diarahkan pada pembentukan hubungan emosional melalui influencer yang autentik dan interaksi Instagram yang aktif untuk meningkatkan niat beli konsumen milenial.

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