Navigating the Digital Marketplace How Entertainment, Customization, and Trendiness on Social Media Shape Brand Image and Purchase Intentions Among Indonesian Women

Abstract

The rapid evolution of social media has fundamentally transformed consumer-brand interactions, particularly within the dynamic Indonesian digital landscape. This study investigates the impact of specific social media marketing activities (SMMAs) entertainment, customization, and trendiness—on the purchase intentions of Indonesian women, with brand awareness and brand image examined as critical mediating variables. Grounded in the Theory of Planned Behavior, the research employs a quantitative survey methodology, collecting data from 280 active female social media users in Indonesia who have prior online shopping experience. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0.0.9. The findings reveal that customization and trendiness significantly and positively influence brand awareness, which in turn strongly affects both brand image and purchase intention. Brand awareness fully mediates the relationship between customization/trendiness and purchase intention. Interestingly, while entertainment has a significant direct effect on purchase intention, its impact on brand awareness and brand image is not statistically significant. The study concludes that for brands targeting Indonesian women, creating personalized and trend-conscious content is paramount for building brand salience and positive associations, which ultimately drive purchase decisions. The research offers theoretical contributions by integrating SMMA dimensions within a TPB framework in a non-Western context and provides practical insights for marketers crafting gender-specific digital strategies in Indonesia’s burgeoning e-commerce market.