Pengaruh Trendiness, Interaksi Media Sosial, Electronic Word of Mouth, dan Brand Image terhadap Purchase Intention Produk Sustainable Fashion

Authors

  • Maysisley Chandranne Universitas Internasional Batam, Kepulauan Riau, Indonesia
  • Edy Yulianto Putra Universitas Internasional Batam, Kepulauan Riau, Indonesia
  • Dessy Aliandrina Universitas Internasional Batam, Kepulauan Riau, Indonesia

DOI:

https://doi.org/10.38035/dit.v4i1.3739

Keywords:

Sustainable fashion, brand image, behavior switching, electronic word of mouth (E-WOM), purchase intention

Abstract

Meningkatkan kesadaran pada masyarakat terhadap beberapa isu lingkungan untuk mendorong berkembang pada produk sustainable fashion. Pada penelitian ini bertujuan menganalisis pengaruh trendiness,interaksi media sosial,electronic word of mouth(E-WOM), dan brand image terhadap purchase intention dengan behavior switching sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif melalui survei terhadap 350 responden yang berusia minimal pada 17 tahun,aktif menggunakan media sosial,dan pernah memperoleh informasi mengenai produk sustainable fashion. Data yang dianalisis menggunakan metode PLS-SEM melalui Smart PLS 4. hasil penelitian menunjukkan  bahwa trendiness,interaksi media sosial,E-WOM, dan brand image berpengaruh positif dan signifikan terhadap behavior switching,yang selanjutnya juga berpengaruh positif terhadap purchase intention. Selain itu,behavior switching terbukti memediasi hubungan antara keempat variable tersebut dengan purchase intention,dengan brand image memberikan pengaruh tidak langsung terbesar. Temuan ini menunjukkan bahwa perubahan perilaku berperan penting dalam meningkatkan minat beli produk sustainable fashion.oleh karena itu,pelaku usaha perlu memperkuat citra merek,meningkatkan interaksi di media sosial,dan mendorong ulasan positif untuk menarik minat konsumen.

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Published

2026-08-23

How to Cite

Chandranne, M., Yulianto Putra, E., & Aliandrina, D. (2026). Pengaruh Trendiness, Interaksi Media Sosial, Electronic Word of Mouth, dan Brand Image terhadap Purchase Intention Produk Sustainable Fashion . Dinasti Information and Technology, 4(1), 171–185. https://doi.org/10.38035/dit.v4i1.3739

Issue

Vol. 4 No. 1 (2026): Dinasti Information and Technology (July - September 2026)

Section

Articles

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Copyright (c) 2026 Maysisley Chandranne, Edy Yulianto Putra, Dessy Aliandrina

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