The Role of Brand Image in Mediating the Relationship Between Digital Marketing, Intention to Recommend, and Repurchase Intention of Erigo Fashion Products Among Generation Z in Banyumas

Amir Pranoto

Abstract


This study aims to analyze the role of brand image in mediating the relationship between digital marketing, intention to recommend, and repurchase intention for Erigo fashion products among Generation Z in Banyumas. The rapid development of digital technology, particularly through platforms such as TikTok, has transformed marketing strategies into more interactive and visually driven approaches, influencing consumer perceptions and behavior. This research employs an explanatory quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through questionnaires distributed to 200 respondents categorized as Generation Z in Banyumas who have previously used Erigo products. The variables examined include digital marketing as the independent variable, brand image as the mediating variable, and intention to recommend and repurchase intention as dependent variables. The results indicate that digital marketing has a positive and significant effect on brand image, intention to recommend, and repurchase intention. Furthermore, brand image significantly influences both intention to recommend and repurchase intention. It also serves as a mediating variable that strengthens the relationship between digital marketing and consumer behavioral intentions. This study implies that social media-based digital marketing strategies, particularly on TikTok, should emphasize building a strong brand image to enhance consumer loyalty and advocacy among Generation Z.


Keywords


Digital; Intention; Marketing; Recommend; Repurchase.

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References


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DOI: https://dx.doi.org/10.30659/jrbi.v23i2.53032

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