Popularity of sports, particularly football, which has contributed to the rise of sports fashion trends in Indonesia. One of the most popular products is the football jersey, which serves not only as sportswear but also as a symbol of fan identity. Local brands such as SPECS utilize social media, especially Instagram, to promote their products. This study aims to examine the influence of social media marketing and brand image on purchase intention (a study on followers of the Instagram account @specsᵢndonesia). This study is categorized as descriptive and verification research using a quantitative method. The sampling technique used was non-probability sampling, specifically purposive sampling. The population in this study consists of Instagram users who follow the@specsᵢndonesia account, with a final sample of 100 respondents. The data were analyzed using descriptive and verification analysis, including multiple linear regression, F-test, and T-test. The results show that simultaneously, social media marketing and brand image have a significant effect on purchase intention. Partially, social media marketing has a stronger influence compared to brand image. Furthermore, the partial coefficient of determination indicates that social media marketing contributes more significantly to purchase intention than brand image.
Falah et al. (Tue,) studied this question.
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