Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry)
This study examines how consumer trust and customization affect purchase intentions in the context of fashion industry social media marketing. 400 respondents who frequently interact with fashion businesses on social media platforms provided data for the study using Partial Least Squares Structural...
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| Format: | Article |
| Language: | English |
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Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-04-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
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| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/6508 |
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| author | Etty Zuliawati Zed Sesri Sellina |
| author_facet | Etty Zuliawati Zed Sesri Sellina |
| author_sort | Etty Zuliawati Zed |
| collection | DOAJ |
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This study examines how consumer trust and customization affect purchase intentions in the context of fashion industry social media marketing. 400 respondents who frequently interact with fashion businesses on social media platforms provided data for the study using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that customer trust and purchasing intentions are significantly enhanced by customisation. Furthermore, the relationship between personalization and purchase intentions is partially mediated by consumer trust, indicating that customized marketing tactics work better when trust is built. According to the R-squared values, personalization has a moderate to significant explanatory power, accounting for 27.3% of the variation in customer trust and 42.1% of the variation in buy intentions when combined with trust. These results demonstrate how important trust-building and tailored content are to increasing customer involvement and influencing purchase decisions in social media marketing. Fashion firms looking to improve their social media strategies will benefit greatly from the study's insightful findings, which highlight the need for openness, customer-centric customisation, and building trust to increase purchase intentions.
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| format | Article |
| id | doaj-art-4a89d54ee5774e498d5e56a1ac6214f0 |
| institution | DOAJ |
| issn | 2621-606X |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj-art-4a89d54ee5774e498d5e56a1ac6214f02025-08-20T03:13:54ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2025-04-018210.31538/iijse.v8i2.6508Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry)Etty Zuliawati Zed0Sesri Sellina1Universitas Pelita Bangsa, Cikarang , IndonesiaUniversitas Pelita Bangsa, Cikarang , Indonesia This study examines how consumer trust and customization affect purchase intentions in the context of fashion industry social media marketing. 400 respondents who frequently interact with fashion businesses on social media platforms provided data for the study using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that customer trust and purchasing intentions are significantly enhanced by customisation. Furthermore, the relationship between personalization and purchase intentions is partially mediated by consumer trust, indicating that customized marketing tactics work better when trust is built. According to the R-squared values, personalization has a moderate to significant explanatory power, accounting for 27.3% of the variation in customer trust and 42.1% of the variation in buy intentions when combined with trust. These results demonstrate how important trust-building and tailored content are to increasing customer involvement and influencing purchase decisions in social media marketing. Fashion firms looking to improve their social media strategies will benefit greatly from the study's insightful findings, which highlight the need for openness, customer-centric customisation, and building trust to increase purchase intentions. https://e-journal.uac.ac.id/index.php/iijse/article/view/6508Personalization, Consumer Trust, Purchase Intentions, Social Media Marketing, Fashion Industry |
| spellingShingle | Etty Zuliawati Zed Sesri Sellina Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry) Indonesian Interdisciplinary Journal of Sharia Economics Personalization, Consumer Trust, Purchase Intentions, Social Media Marketing, Fashion Industry |
| title | Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry) |
| title_full | Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry) |
| title_fullStr | Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry) |
| title_full_unstemmed | Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry) |
| title_short | Impact of Personalization and Consumer Trust on Purchase Intentions (Case Study of Social Media Marketing in the Fashion Industry) |
| title_sort | impact of personalization and consumer trust on purchase intentions case study of social media marketing in the fashion industry |
| topic | Personalization, Consumer Trust, Purchase Intentions, Social Media Marketing, Fashion Industry |
| url | https://e-journal.uac.ac.id/index.php/iijse/article/view/6508 |
| work_keys_str_mv | AT ettyzuliawatized impactofpersonalizationandconsumertrustonpurchaseintentionscasestudyofsocialmediamarketinginthefashionindustry AT sesrisellina impactofpersonalizationandconsumertrustonpurchaseintentionscasestudyofsocialmediamarketinginthefashionindustry |