Pengaruh atribut faceless branding terhadap brand image dan purchase intention produk busana muslimah syar’i = The influence of faceless branding attributes on brand image and purchase intention of shari'a muslimah fashion products.

Humaira, Hindun (2024) Pengaruh atribut faceless branding terhadap brand image dan purchase intention produk busana muslimah syar’i = The influence of faceless branding attributes on brand image and purchase intention of shari'a muslimah fashion products. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Branding adalah salah satu strategi penting yang perlu diterapkan oleh pemasar untuk bisa bertahan di tengah ketatnya persaingan pasar. Pemahaman yang mendalam tentang segmentasi pasar diperlukan agar pemasar dapat mengimplementasikan konsep branding yang relevan. Faceless branding adalah salah satu konsep branding yang mulai dikenal dan banyak digunakan dalam kategori busana muslimah syar’i. Beberapa merek yang telah mengimplementasikan faceless branding di akun Instagram mereka adalah Aljenna, Elmadina, dan Sofni. Penelitian ini bertujuan untuk mengetahui pengaruh atribut faceless branding yang diterapkan di Instagram terhadap brand image produk busana muslimah syar’i dan juga mengkaji pengaruh brand image sebagai mediator antara faceless branding dan purchase intention. Penelitian ini didasarkan pada CBBE Model dan menggunakan metode kuantitatif eksplanatif. Sampel diambil menggunakan teknik non-probability sampling dari followers akun Instagram Aljenna, Elmadina, dan Sofni yang berjumlah 346.000, dengan pendekatan purposive sampling dan rumus Slovin serta tingkat toleransi 10%, menghasilkan 100 responden. Kuesioner terdiri dari 21 butir pernyataan yang mewakili setiap variabel. Teknik analisis yang digunakan adalah analisis statistik PLS-SEM dengan memanfaatkan software SmartPLS 4 V.4.1.0.3. Hasil penelitian menunjukkan bahwa faceless branding secara signifikan bepengaruh terhadap brand image dan juga purchase intention namun dalam tingkat signifikansi yang berbeda. Selain itu purchase intention juga dapat dipengaruhi secara langsung (direct) oleh faceless branding maupun dimediasi oleh brand image. / Branding is one of the essential strategies that marketers need to implement to survive in the highly competitive market. A deep understanding of market segmentation is required for marketers to implement relevant branding concepts. Faceless branding is one of the branding concepts that is becoming known and widely used in the category of shari’a muslimah fashion products. Several brands that have implemented faceless branding on their Instagram accounts include Aljenna, Elmadina, and Sofni. This research aims to determine the influence of the attribute of faceless branding implemented on Instagram on the brand image of shari’a muslimah fashion products. and also to examine the role of brand image as a mediator between faceless branding and purchase intention. This research is based on the CBBE Model and uses an explanatory quantitative method. Samples were taken using a non-probability sampling technique from the followers of the Instagram accounts of Aljenna, Elmadina, and Sofni, totaling 346,000, with a purposive sampling approach and Slovin's formula with a 10% tolerance level, resulting in 100 respondents. The questionnaire consisted of 21 statements representing each variable. The analysis technique used is PLS-SEM statistical analysis using SmartPLS 4 V.4.1.0.3 software. The results show that faceless branding significantly affects both brand image and purchase intention at different significance levels; furthermore, purchase intention can be directly influenced by faceless branding as well as mediated by brand image.

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