Digital Marketing, Brand Awareness, dan Marketing Psychology sebagai Determinan Niat Beli Sanggul Hijab

Abstract

The hijab bun is a culture-based fashion innovation that reinterprets traditional bun elements to be compatible with hijab wear, offering commercial potential while presenting challenges in gaining consumer acceptance. This study aims to analyze the effects of Electronic Word of Mouth, Social Media Marketing, Brand Awareness, and Marketing Psychology on Purchase Intention toward hijab bun products. The study employed a quantitative explanatory research design with non-probability purposive sampling involving 98 respondents. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results show that Brand Awareness has a positive and significant effect on Purchase Intention, with a path coefficient of 0.289 and a p-value of 0.004, while Marketing Psychology is the most dominant variable, with a path coefficient of 0.661 and a p-value of <0.001. In contrast, Electronic Word of Mouth has no significant effect, with a coefficient of 0.023 and a p-value of 0.801, while Social Media Marketing also has no significant effect, with a coefficient of -0.011 and a p-value of 0.939. The model has an R² value of 0.844 and an adjusted R² of 0.837, indicating strong explanatory power. Theoretically, the findings indicate that purchase intention toward culture-based fashion innovation is influenced more by cognitive and psychological mechanisms than by digital communication exposure alone. Practically, creative industry players should prioritize strengthening brand awareness and developing messages that foster emotional attachment, cultural identity, and symbolic product value.