Strategi Peningkatan Purchase Intention Produk Fashion

Salma Dwiani Ibrahim; Mochammad Mukti Ali

doi:10.31004/riggs.v5i2.13263

Authors

Salma Dwiani Ibrahim Universitas Indonesia Membangun
Mochammad Mukti Ali Universitas Indonesia Membangun

DOI:

https://doi.org/10.31004/riggs.v5i2.13263

Keywords:

Cultural Value, Social Media Marketing, Purchase Intention, Sustainable Fashion

Abstract

Kajian ini mengevaluasi sejauh mana nilai budaya (cultural value) serta strategi pemasaran media sosial (social media marketing) mendorong dorongan beli (purchase intention) konsumen pada lini busana Sejauh Mata Memandang. Mengusung pendekatan kuantitatif berbasis survei, instrumen angket digital disebarkan kepada 100 partisipan yang tersaring lewat purposive sampling. Adapun kualifikasi responden mencakup individu berusia setidaknya 17 tahun (kelompok Gen Z maupun milenial), menjadi pengikut akun Instagram resmi merek terkait, mengenali jajaran produknya, dan terpejan materi promosi digital mereka. Pengukuran setiap indikator mengacu pada rentang skala Likert 1–5. Untuk menguji hipotesis, data diproses memakai pemodelan regresi linier berganda setelah melalui verifikasi instrumen (validitas dan reliabilitas) serta pemenuhan asumsi klasik, uji parsial (t), uji simultan (F), hingga kalkulasi determinasi. Temuan lapangan membuktikan bahwasanya cultural value berkontribusi positif dan bermakna dalam memicu purchase intention. Hal serupa terjadi pada variabel social media marketing yang juga menunjukkan dampak positif tepercaya. Secara bersama-sama, gabungan kedua faktor ini terbukti secara eksplisit menentukan intensitas minat beli pelanggan. Perhitungan determinasi menghasilkan angka R2 = 0,328$, yang berarti proporsi pengaruh kedua variabel independen tersebut mencapai 32,8% terhadap dinamika minat beli, sementara porsi 67,2% sisanya bersumber dari variabel eksternal yang tidak dicakup dalam kerangka analisis. Kesimpulan ini mempertegas urgensi pengikatan unsur kebudayaan lokal yang orisinal dipadu promosi media digital yang persuasif guna mendongkrak minat pasar pada produk fesyen berkelanjutan.

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