PENGARUH SOCIAL MEDIA MARKETING, INFLUENCER, CUSTOMER REVIEW, DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION PADA INDUSTRI FASHION LOKAL

MOHAMMAD HAIDIR ALFARABI, . (2025) PENGARUH SOCIAL MEDIA MARKETING, INFLUENCER, CUSTOMER REVIEW, DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION PADA INDUSTRI FASHION LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam strategi pemasaran dan perilaku konsumen, khususnya pada industri fashion lokal. Media sosial kini dimanfaatkan sebagai sarana pemasaran yang melibatkan berbagai elemen, seperti social media marketing, influencer, customer review, serta perceived price, yang berpotensi memengaruhi purchase intention konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, influencer, customer review, dan perceived price terhadap purchase intention pada industri fashion lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 250 responden masyarakat di wilayah DKI Jakarta yang memiliki minat membeli produk fashion lokal, dengan teknik purposive sampling. Analisis data dilakukan menggunakan metode Structural Equation Modeling–Partial Least Square (SEM PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa social media marketing, influencer, customer review, dan perceived price memiliki pengaruh positif dan signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa aktivitas pemasaran melalui media sosial, dukungan influencer, kualitas ulasan pelanggan, serta persepsi harga yang sesuai berperan penting dalam membentuk minat beli konsumen terhadap produk fashion lokal. Penelitian ini diharapkan dapat memberikan kontribusi secara teoretis dalam pengembangan kajian pemasaran digital serta memberikan implikasi praktis bagi pelaku industri fashion lokal dalam merancang strategi pemasaran yang lebih efektif. Kata kunci: Social Media Marketing, Influencer, Customer Review, Perceived Price, Purchase Intention. ***** The development of digital technology has led to significant changes in marketing strategies and consumer behavior, particularly in the local fashion industry. Social media is increasingly utilized as a marketing medium that involves various elements, including social media marketing, influencers, customer reviews, and perceived price, which are considered capable of influencing consumers’ purchase intention. This study aims to analyze the effect of social media marketing, influencers, customer reviews, and perceived price on purchase intention in the local fashion industry. This research employs a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to 250 respondents in the DKI Jakarta area who have an interest in purchasing local fashion products, using a purposive sampling technique. Data analysis was conducted using the Structural Equation Modeling–Partial Least Square (SEM PLS) method with the assistance of SmartPLS software. The results indicate that social media marketing, influencers, customer reviews, and perceived price have a positive and significant effect on purchase intention. These findings suggest that social media marketing activities, influencer support, the quality of customer reviews, and appropriate price perceptions play an important role in shaping consumers’ purchase intention toward local fashion products. This study is expected to contribute theoretically to the development of digital marketing studies and provide practical implications for local fashion industry players in formulating more effective marketing strategies. Keywords: Social Media Marketing, Influencer, Customer Review, Perceived Price, Purchase Intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Mohammad Haidir Alfarabi .
Date Deposited:	29 Jan 2026 07:59
Last Modified:	29 Jan 2026 07:59
URI:	http://repository.unj.ac.id/id/eprint/64239

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