The influence of influencer endorsement on brand awareness and brand image towards purchase intention on "lozy" fashion and hijab products
Article Sidebar
Published:
Feb 28, 2025
Keywords:
Brand Awareness, Brand image and customer, Influencer Endorsement, Purchase Intention, Quantitative Research
Section
Economy
Statistics Article
Article View : 2 Times
Main Article Content
Abstract
This study investigates the influence of influencer endorsement on brand awareness and brand image toward purchase intention for "Lozy" fashion and hijab products. Employing a quantitative research approach, the study uses SPSS for data analysis, with primary data collected through questionnaires distributed via Google Forms. The sample is selected through purposive sampling, focusing on individuals aged 17 years or older with an interest in Lozy products. The study examines four variables: Influencer Endorsement (X1), Brand Awareness (X2), Brand Image (X3), and Purchase Intention (Y). Influencer Endorsement is assessed through reliability, knowledge, confidence, visibility, and attraction; Brand Awareness is evaluated based on recall, recognition, purchase consideration, and consumption; Brand Image is measured through brand association, favorability, and uniqueness; and Purchase Intention is gauged through transactional, exploratory, preferential, and referential interest. Statistical tests for validity, reliability, classical assumptions, coefficient of determination (R²), F-tests, and t-tests are conducted. The results reveal that brand awareness, brand image, and influencer endorsement all have a positive and significant impact on purchase intention. The study suggests expanding the scope of variables in future research to include factors such as electronic word-of-mouth (e-WOM), perceived quality, and product pricing
Downloads
Download data is not yet available.
Article Details
How to Cite
Annisa, A. and Kussudyarsana, . K. (2025) “The influence of influencer endorsement on brand awareness and brand image towards purchase intention on "lozy" fashion and hijab products”, Jurnal Mantik, 8(4), pp. 1593-1601. doi: 10.35335/mantik.v8i4.6026.
References
Angelica, A., & Rusdi, F. (2022). Pengaruh Endorsement Influencer Pada Produk Scarlett Whitening terhadap Minat Pembelian. Prologia, 6(2), 334–340. https://doi.org/10.24912/pr.v6i2.15541
Aurelia, T. P., & Widiantari, K. (2022). the Influence of Trust, Ease of Use, and Risk Perception on Purchase Intention At Tokopedia. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1066. https://doi.org/10.29040/ijebar.v6i2.5328
Blanco-Encomienda, F. J., Chen, S., & Molina-Muñoz, D. (2024). The influence of country-of-origin on consumers’ purchase intention: a study of the Chinese smartphone market. Asia Pacific Journal of Marketing and Logistics, 36(7), 1616–1633. https://doi.org/10.1108/APJML-05-2023-0462
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239–246. https://doi.org/10.54097/88gfk880
Eka Putra, A. S. (2021). Pengaruh Kompetensi Dan Integritas Terhadap Kinerja Perangkat Desa. JESS (Journal of Education on Social Science), 5(1), 24. https://doi.org/10.24036/jess.v5i1.314
Ekeland, M. R., & Borenstein, N. A. (2020). Influencer Endorsements Effect on Brand Attitude and Purchase Intention. Copenhagen Business School, 8. https://research-api.cbs.dk/ws/portalfiles/portal/62180746/902143_Masterthesis_cemf16684_cimm16685.pdf
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh Brand Awareness Terhadap Purchase Intention Dimediasi Oleh Perceived Quality dan Brand Loyalty. E-Jurnal Manajemen Universitas Udayana, 6(12), 6620–6650.
Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of Integrated Marketing Communication To Brand Awareness and Brand Image Toward Purchase Intention of Local Fashion Product. International Journal of Entrepreneurship and Management Practices, 4(15), 23–41. https://doi.org/10.35631/ijemp.415002
Juliana, J., & Johan, J. (2020). Pengaruh brand image dan brand trust sebagai variabel intervening dalam memilih universitas. Journal of Business and Banking, 9(2), 229. https://doi.org/10.14414/jbb.v9i2.1978
Khrisnanda, H. R. R., & Dirgantara, I. M. B. (2021). The Effect Of Brand Awareness, Brand Image, And Brand Credibility On Oppo Mobile Phone Brand Product Purchase Intention. Diponegoro Journal of Management, 10(2), 1–10. http://ejournal-s1.undip.ac.id/index.php/dbr
Krisnawan, I. G. N. D., & Jatra, I. M. (2020). The Effect of Brand Image, Brand Awareness, and Brand Association on Smartphone Purchase Intention (Case Study in Denpasar). American Journal of Humanities and Social Sciences Research, 5(6), 117–122. www.ajhssr.com
Mawardi, M. C., & Sudarmiatin, S. (2024). Fashion Trends and Social Media?: Why are Influencers the Key to the Success of Batik Muthidea Products on Instagram?? International Journal of Advanced Multidisciplinary, 3(3), 448–456.
Prayogi, S. (2019). The influence of product quality, prices, and promotions on interest in buying sri sulastri’s batik. Jurnal Apresiasi Ekonomi, 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Rahman, R., & Indra, I. (2024). The influence of halal fashion, lifestyle, and brand image on Gen Z’s hijab fashion preferences in Indonesia. Journal of Islamic Economics Lariba, 10(1), 251–270. https://doi.org/10.20885/jielariba.vol10.iss1.art14
Ramadhani, I., & Nadya, P. S. (2020). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Fesyen Muslim Hijup. Homepage: Https://Jurnal.Umj.Ac.Id/Index.Php/KNEMA/, 1177, 1–14. file:///C:/Users/acer/Downloads/Ira.pdf
Rhamdani, S. P., & Febrianta, M. Y. (2023). Pengaruh Customer Review Dan Influencer Endorsement Terhadap Purchase Intention Pada Produk Whitelab Dengan Trust Sebagai Variabel Moderasi. E-Proceeding of Management, 10(5), 3554–3561.
Riani, S. O., & Putra, I. G. S. (2023). Pengaruh Tingkat Pendidikan dan Pengalaman Kerja terhadap Etos Kerja Karyawan. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(4), 2424–2429. https://doi.org/10.54371/jiip.v6i4.1851
Ryan, R., & Johan, S. (2022). Impact of Influencer Endorsement, Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision (a Case Study of Erigo Brand). The Internasional Conference on Family Business and Entrepreneurship , 6(1), 1–10.
Suprapto, Y., Madya Elviranita Telaumbanua, L., Christiani, G., & Sembiring, T. (2023). Jurnal Mirai Management Analisa Bisnis Internasional pada Industri Fashion Dalam Perusahaan Erigo. Jurnal Mirai Management, 8(1), 179–184.
Sutanto, W. D. R., & Kussudyarsana, K. (2024). The Role of Brand Trust, Brand Image, Brand Equity on Repurchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 119–128. https://doi.org/10.37641/jimkes.v12i1.2395
Syamsuryadin, S., & Wahyuniati, C. F. S. (2017). Tingkat Pengetahuan Pelatih Bola Voli Tentang Program Latihan Mental Di Kabupaten Sleman Yogyakarta. Jorpres (Jurnal Olahraga Prestasi), 13(1), 53–59. https://doi.org/10.21831/jorpres.v13i1.12884
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. International Journal of Business & Finance Research, 8(2), 27–40. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=90154805&site=ehost-live
Wibowo, B. Y., & Wahyuningrum, P. (2023). The Influence Of Influencer Endorsement And Brand Image On Purchasing Intentions Gen Y And Z. International Journal of Economics, Bussiness and Innovation Research, 02(01), 156–168.
Wulandari, S. P., Hutauruk, W. R., & Prasetyaningtyas, S. W. (2021). Pengaruh Brand Ambassador Terhadap Purchase Intention Yang Dimediasi Brand Image Dan Brand Awareness. … Manajemen Dan …, 12(2), 127–137. https://proceedings.unisba.ac.id/index.php/BCSCM/article/view/9621
Yuniar, S. R. H., & Suryaningsih, S. A. (2023). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Produk Fashion Muslim Lozy Hijab. Jurnal Ekonomika Dan BisnisIslam, 6(1), 21–31.
Aurelia, T. P., & Widiantari, K. (2022). the Influence of Trust, Ease of Use, and Risk Perception on Purchase Intention At Tokopedia. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1066. https://doi.org/10.29040/ijebar.v6i2.5328
Blanco-Encomienda, F. J., Chen, S., & Molina-Muñoz, D. (2024). The influence of country-of-origin on consumers’ purchase intention: a study of the Chinese smartphone market. Asia Pacific Journal of Marketing and Logistics, 36(7), 1616–1633. https://doi.org/10.1108/APJML-05-2023-0462
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239–246. https://doi.org/10.54097/88gfk880
Eka Putra, A. S. (2021). Pengaruh Kompetensi Dan Integritas Terhadap Kinerja Perangkat Desa. JESS (Journal of Education on Social Science), 5(1), 24. https://doi.org/10.24036/jess.v5i1.314
Ekeland, M. R., & Borenstein, N. A. (2020). Influencer Endorsements Effect on Brand Attitude and Purchase Intention. Copenhagen Business School, 8. https://research-api.cbs.dk/ws/portalfiles/portal/62180746/902143_Masterthesis_cemf16684_cimm16685.pdf
Eliasari, P. R. A., & Sukaatmadja, I. P. G. (2017). Pengaruh Brand Awareness Terhadap Purchase Intention Dimediasi Oleh Perceived Quality dan Brand Loyalty. E-Jurnal Manajemen Universitas Udayana, 6(12), 6620–6650.
Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of Integrated Marketing Communication To Brand Awareness and Brand Image Toward Purchase Intention of Local Fashion Product. International Journal of Entrepreneurship and Management Practices, 4(15), 23–41. https://doi.org/10.35631/ijemp.415002
Juliana, J., & Johan, J. (2020). Pengaruh brand image dan brand trust sebagai variabel intervening dalam memilih universitas. Journal of Business and Banking, 9(2), 229. https://doi.org/10.14414/jbb.v9i2.1978
Khrisnanda, H. R. R., & Dirgantara, I. M. B. (2021). The Effect Of Brand Awareness, Brand Image, And Brand Credibility On Oppo Mobile Phone Brand Product Purchase Intention. Diponegoro Journal of Management, 10(2), 1–10. http://ejournal-s1.undip.ac.id/index.php/dbr
Krisnawan, I. G. N. D., & Jatra, I. M. (2020). The Effect of Brand Image, Brand Awareness, and Brand Association on Smartphone Purchase Intention (Case Study in Denpasar). American Journal of Humanities and Social Sciences Research, 5(6), 117–122. www.ajhssr.com
Mawardi, M. C., & Sudarmiatin, S. (2024). Fashion Trends and Social Media?: Why are Influencers the Key to the Success of Batik Muthidea Products on Instagram?? International Journal of Advanced Multidisciplinary, 3(3), 448–456.
Prayogi, S. (2019). The influence of product quality, prices, and promotions on interest in buying sri sulastri’s batik. Jurnal Apresiasi Ekonomi, 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Rahman, R., & Indra, I. (2024). The influence of halal fashion, lifestyle, and brand image on Gen Z’s hijab fashion preferences in Indonesia. Journal of Islamic Economics Lariba, 10(1), 251–270. https://doi.org/10.20885/jielariba.vol10.iss1.art14
Ramadhani, I., & Nadya, P. S. (2020). Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian Fesyen Muslim Hijup. Homepage: Https://Jurnal.Umj.Ac.Id/Index.Php/KNEMA/, 1177, 1–14. file:///C:/Users/acer/Downloads/Ira.pdf
Rhamdani, S. P., & Febrianta, M. Y. (2023). Pengaruh Customer Review Dan Influencer Endorsement Terhadap Purchase Intention Pada Produk Whitelab Dengan Trust Sebagai Variabel Moderasi. E-Proceeding of Management, 10(5), 3554–3561.
Riani, S. O., & Putra, I. G. S. (2023). Pengaruh Tingkat Pendidikan dan Pengalaman Kerja terhadap Etos Kerja Karyawan. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 6(4), 2424–2429. https://doi.org/10.54371/jiip.v6i4.1851
Ryan, R., & Johan, S. (2022). Impact of Influencer Endorsement, Brand Ambassador, Brand Image, and Brand Awareness on Purchase Decision (a Case Study of Erigo Brand). The Internasional Conference on Family Business and Entrepreneurship , 6(1), 1–10.
Suprapto, Y., Madya Elviranita Telaumbanua, L., Christiani, G., & Sembiring, T. (2023). Jurnal Mirai Management Analisa Bisnis Internasional pada Industri Fashion Dalam Perusahaan Erigo. Jurnal Mirai Management, 8(1), 179–184.
Sutanto, W. D. R., & Kussudyarsana, K. (2024). The Role of Brand Trust, Brand Image, Brand Equity on Repurchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 119–128. https://doi.org/10.37641/jimkes.v12i1.2395
Syamsuryadin, S., & Wahyuniati, C. F. S. (2017). Tingkat Pengetahuan Pelatih Bola Voli Tentang Program Latihan Mental Di Kabupaten Sleman Yogyakarta. Jorpres (Jurnal Olahraga Prestasi), 13(1), 53–59. https://doi.org/10.21831/jorpres.v13i1.12884
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. International Journal of Business & Finance Research, 8(2), 27–40. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=90154805&site=ehost-live
Wibowo, B. Y., & Wahyuningrum, P. (2023). The Influence Of Influencer Endorsement And Brand Image On Purchasing Intentions Gen Y And Z. International Journal of Economics, Bussiness and Innovation Research, 02(01), 156–168.
Wulandari, S. P., Hutauruk, W. R., & Prasetyaningtyas, S. W. (2021). Pengaruh Brand Ambassador Terhadap Purchase Intention Yang Dimediasi Brand Image Dan Brand Awareness. … Manajemen Dan …, 12(2), 127–137. https://proceedings.unisba.ac.id/index.php/BCSCM/article/view/9621
Yuniar, S. R. H., & Suryaningsih, S. A. (2023). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Produk Fashion Muslim Lozy Hijab. Jurnal Ekonomika Dan BisnisIslam, 6(1), 21–31.
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.