CORRELATION BETWEEN BRAND IMAGE TOWARD PURCHASE INTENTION AMONG MUSLIMAH FASHION CUSTOMERS ON INSTAGRAM : A CASE OF AMBERLYN INDONESIA

• Main Author: Al Ikhsani, Mayang
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41095
• Institution: Institut Teknologi Bandung

Competition for muslimah fashion entrepreneurs on Instagram is tight since 2016 in Indonesia. This causes Instagram online muslimah fashion seller to compete to show their best brand with a variety of brand images that they offer. This is a problem for Amberly Indonesia, a muslimah fashion brand that feels less satisfied with monthly income and unclear competition, basically on Instagram especially muslimah fashion and what makes a customer want to buy muslimah fashion. Research on the influence of brand image on customer purchase intention is done in order to see whether the brand image of a brand influences the purchase intention of muslimah fashion customers on Instagram. The researcher took the indicators of brand image from advertising, quality, reputation, attributes, and prices according to Mita Yuniati 2013 and Oxford Economy Dictionary. Here researchers emphasize specifically for reputation indicators because according to Ouwersoot and Frank Jefkins, brand image has a definition similar to reputation, which is a perception in the eyes of customers. The researcher took an indicator of purchase intention from the value of the brand because value is the highest indicator of other indicators, namely interest, inclination, evaluation, and consideration according to Assael 1992. This study uses two approaches, qualitative and quantitative. Qualitative approach is used to see the views of Instagram muslimah fashion sellers in the influence of brand image on purchase intention, but this part is not too deep, just to see how the opinion of muslimah fashion sellers, this research specifically to customers. And a quantitative approach is used to see in fact the views of Instagram muslimah fashion customers on their purchase intention which is influenced by the brand image of a muslimah fashion company on Instagram. The results of the study prove that it turns out that the factors that most influence customer purchase intention from brand image factors displayed by the brand are influenced most by advertising with the level of closeness to purchase intention is 32.4% and 0,000 for significance, while reputation has a closeness to purchase intention of 29.4% and 0.002 for its significance. According to Wiratna Sujarweni, the figure of 32.4% is still relatively weak and not strong enough to influence the purchase intention of muslimah fashion customers on Instagram. While the views of sellers say that reputation is the biggest and most dominant factor of advertising. This research proves that advertising affects the purchase intention of muslimah fashion customers on Instagram rather than reputation.