Strategi Influencer, Citra Merek Terhadap Penjualan Produk Fashion

Dewi Silvia, Mohammad Renandi Ekatama Surya

Abstract


Abstract

This study aims to analyze the influence of influencer strategy and brand image on fashion product sales. The background of this research is based on the rapid development of digital marketing, which positions influencers as an effective promotional medium to influence consumer purchase decisions, especially in the dynamic fashion industry. This research adopts a quantitative approach by distributing questionnaires to 120 respondents who are active social media users and have purchased fashion products promoted by influencers. Data were analyzed using multiple linear regression to examine the effect of independent variables on the dependent variable. The results indicate that influencer strategy has a positive and significant impact on fashion product sales. Furthermore, brand image also shows a positive and significant effect in increasing sales. These findings emphasize that influencer collaboration and brand image building are effective strategies for fashion companies to enhance competitiveness and sales growth. This study provides practical implications for business actors in designing digital marketing strategies and theoretical contributions for modern marketing research development.

 

Keywords : Influencer Strategy, Brand Image, Sales, Fashion, Digital Marketing

 

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh strategi influencer dan citra merek terhadap penjualan produk fashion. Latar belakang penelitian ini didasari oleh pesatnya perkembangan pemasaran digital yang menjadikan influencer sebagai media promosi yang efektif dalam memengaruhi keputusan pembelian konsumen, khususnya dalam industri fashion yang bersifat dinamis dan mengikuti tren. Metode penelitian menggunakan pendekatan kuantitatif dengan survei melalui kuesioner kepada 120 responden yang merupakan konsumen pengguna media sosial yang pernah membeli produk fashion yang dipromosikan influencer. Teknik analisis data menggunakan regresi linear berganda untuk menguji pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa strategi influencer berpengaruh positif dan signifikan terhadap penjualan produk fashion. Begitu pula citra merek terbukti berpengaruh positif dan signifikan terhadap peningkatan penjualan. Temuan ini menegaskan bahwa kolaborasi dengan influencer serta penguatan citra merek merupakan strategi yang efektif bagi perusahaan fashion untuk meningkatkan daya saing dan volume penjualan. Penelitian ini memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran berbasis digital dan kontribusi teoritis bagi pengembangan kajian pemasaran modern.

Kata Kunci: Influencer marketing, citra merek, penjualan, fashion, digital marketing


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DOI: https://doi.org/10.57084/jmb.v6i2.2183

DOI (PDF): https://doi.org/10.57084/jmb.v6i2.2183.g1754

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