Social Media's Entertainment, Customization, and Trendiness Shape Brand Image and Purchase Intentions for Indonesian Women

  • Mohamat Basori Universitas Pertiwi
DOI: https://doi.org/10.63416/mrb.v4i1.468
Keywords: Social Media Marketing Activities, Brand Awareness, Brand Image, Purchase Intention, Indonesian Women

Abstract

Social media's rapid growth has reshaped brand-consumer ties, especially for Indonesian women in e-commerce. This study probes how entertainment, personalization, and trendiness in social media marketing affect purchase intent, mediated by brand awareness and image, using Theory of Planned Behavior.

Researchers surveyed 280 Indonesian women active on social media with online shopping experience. Quantitative data underwent Partial Least Squares Structural Equation Modeling analysis via SmartPLS 4.0.

Personalization and trendiness significantly raised brand awareness, enhancing image and purchase intent. Awareness fully mediated their path to buying. Entertainment directly boosted intent but lacked impact on awareness or image.

Brands targeting Indonesian women must emphasize custom, trendy content to build recognition and favor, driving sales. This integrates social media tactics into TPB for Asian contexts, guiding gender-focused digital strategies in Indonesia's online market.

References

Yang, Q., Hayat, N., Mamun, A. Al, Makhbul, Z. K. M., & Zainol, N. R. (2022). Sustainable customer retention through social media marketing activities using hybrid SEM-neural network approach. PLoS ONE, 17(3).
Published
2026-06-10
How to Cite
Basori, M. (2026). Social Media’s Entertainment, Customization, and Trendiness Shape Brand Image and Purchase Intentions for Indonesian Women. Journal of Marketing Management and Innovative Business Review, 4(1), 91-100. https://doi.org/10.63416/mrb.v4i1.468
Issue
Vol. 4 No. 1 (2026): Mariobre, June 2026 (ISSN : 3031-4208)
Section
Articles

Copyright (c) 2026 Mohamat Basori

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