Citation:

Arya Vidya Rukmana, Leni Cahyani. "The Influence of Social Media Advertisement on Consumer Purchase Intentions: A Study of the Phouls Bag Fashion Brand on Instagram" International Research Journal of Economics and Management Studies, Vol. 5, No. 3, pp. 58-63, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I3P109

Abstract:

Amid the swift transformations shaping the digital realm in 2026, local fashion labels grapple with fierce rivalry and an overwhelming flood of data across social commerce sites. This research delves into how social media ads strategically boost shoppers' buying intentions, zeroing in on Indonesia's Phouls Bag brand. Employing a quantitative approach, we gathered insights from engaged social media participants and crunched the numbers with Partial Least Squares Structural Equation Modeling (PLS-SEM) on SmartPLS 4. The evaluation of the measurement framework verifies top-notch reliability and validity for every construct, paving a solid path for probing the core structure. Findings reveal that social media advertising delivers a meaningful positive effect on purchase intent (β= 0.223, t = 2.547, p = 0.011). Even as the framework spotlights ads as a key driver of consumer mindset, these outcomes stress that genuine, top-tier visual messaging stands out as the game-changer amid online clutter. For homegrown fashion outfits, the study stresses that steady, captivating ad content goes beyond mere hype—it's essential for forging brand connection and sparking actual sales. Such revelations offer hands-on guidance for marketers aiming to sharpen their inventive tactics in a crowded online space.

References:

[1] Al-Zaman, M. S. (2021). Digital dressing rooms and the evolution of global aesthetic standards in social media. Journal of Fashion Marketing and Management.
[2] Chen, X. (2022). Digital fatigue and cognitive defense mechanisms in the immersive advertising era. Journal of Consumer Psychology.
[3] Fahmi, A., & Hidayat, R. (2020). Visual authenticity as a determinant of brand credibility in fashion advertising. International Journal of Creative Industries.
[4] Franke, G., & Sarstedt, M. (2019). Heuristics versus statistics in discriminant validity testing: a comparison of HTMT and Fornell-Larcker. Internet Research, 29(5), 830-847.
[5] Garcia, L. (2024). The genuineness crisis: Consumer skepticism toward AI-generated social proof. Digital Marketing Review.
[6] Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Thousand Oaks, CA: Sage Publications.
[7] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
[8] Handoko, T., & Wijaya, S. (2021). Technology acceptance and transparency: Reducing perceived risk in online fashion transactions. Journal of Digital Business & Commerce.
[9] Hidayat, M. R., et al. (2023). Emotional attachment and self-identity projection in non-AI fashion photography. Journal of Visual Communication in Marketing.
[10] Lee, J., & Kim, H. (2025). Expanding the Theory of Planned Behavior: The role of Perceived Ad Relevance in social commerce. Global Marketing Quarterly.
[11] Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: a review. Journal of Applied Structural Equation Modeling, 5(1), 1-20.
[12] Nugroho, A. (2020). Originality and interaction quality: Beyond ad frequency in social media marketing. Journal of Strategic Marketing.
[13] Prabowo, H., & Rahmawati, D. (2022). Information relevance and uncertainty reduction in social media advertising utility. Indonesian Journal of Marketing Science.
[14] Prasetyo, B. (2022). Hyper-personalization and latent desire prediction in the meta-transformation era. Marketing Technology Today.
[15] Putri, A., & Santoso, I. (2022). Thumb-stopping content: Human-centric vs. generative visuals in fashion industry. Journal of Media & Communication.
[16] Rahmawati, E., & Wijaya, K. (2023). Local authenticity vs. global production efficiency: Challenges for Indonesian fashion brands. Asian Business Review.
[17] Ramadhan, A. (2024). Rational and emotional evaluation in digital purchase intentions. Journal of Consumer Behavior Analysis.
[18] Saraswati, D., et al. (2023). Brand honesty and the antithesis of deepfakes: Trust in conventional fashion ads. Journal of Business Ethics & Marketing.
[19] Sari, R., & Ramadhan, F. (2024). Honest visual power and e-WOM: Driving transactional intent in visual-based platforms. International Journal of Social Media Research.
[20] Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling (PLS-SEM) in marketing and beyond. International Journal of Network Management, 32(3).
[21] Tan, L., & Santoso, M. (2023). Digital noise and the human touch: Fostering trust in local brand advertising. Journal of Indonesian Creative Economy.
[22] Watanabe, K., et al. (2024). Revolutionizing fashion interaction through AR shopping and virtual try-on features. Tech-Fashion Innovation Journal.
[23] Wicaksono, B., & Putri, S. (2021). Synergy of content trust and platform usability in fashion e-commerce purchase intentions. Journal of Applied Marketing Research.
[24] Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Thousand Oaks, CA: Sage Publications.
[25] Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: a review. Journal of Applied Structural Equation Modeling, 5(1), 1-20.
[26] Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling (PLS-SEM) in marketing and beyond. International Journal of Network Management, 32(3).
[27] Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.

Keywords:

Authentic Advertising, Consumer Purchase Intentions, Fashion Industry, Instagram Marketing, Social Media Advertisement.