The role of brand loyalty as a mediator in the relationship between social media marketing, perceived value and purchase intention

This research aims to investigate the influence of social media marketing (SMM) and perceived value (PV) on purchase intention (PI), with brand loyalty (BL) as a mediating variable. Primary data were collected using questionnaires, resulting in 963 samples, including consumers of well-known fashion brands in Indonesia. The study adopts a positivist approach to test the hypotheses and research model. Before testing the relationships, a series of validity and reliability tests of the questionnaire were conducted. Validity was assessed using factor analysis, and reliability was evaluated through internal consistency with Cronbach's Alpha. The direct and indirect influences of these variables were tested using Smart-PLS, followed by testing the relationship model with structural equation modeling (SEM) via a two-step approach using AMOS to assess the model's fit with the data. The results indicate that BL and PI are not directly influenced by SMM but are affected by PV. The influence of SMM on BL and PI remains to be further investigated. This study emphasizes the importance of a product or brand's QMS and PV in enhancing BL and PI. For practitioners, the findings suggest that greater attention to PV can improve the effectiveness of marketing strategies for fashion products.