INSTAGRAM FILTERS FOR THE FASHION INDUSTRY : THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT
Keywords:
Instagram Filters, Customer Engagement, Social Media, Purchase Intention, Fashion
Abstract
The COVID-19 pandemic has significantly transformed consumer behavior, shifting towards online shopping. This transformation has limited consumers’ ability to physically try on products. This study aims to determine the extent to which Instagram filters, specifically augmented reality (AR) try-on filters, influence consumer purchase intention and the level of engagement they generate among users for fashion products. Employing a quantitative approach, this research collected data from 307 active Instagram users who frequently utilize filters, using a Likert scale questionnaire (1-5). The variables examined include Instagram filters, customer engagement, and purchase intention. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through WarpPLS Version 8.0. The findings reveal a significant positive influence of Instagram filters on customer engagement, mediated by purchase intention.
References
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Dewa, D. B. R., Warnaningtyas, H., & Istiqaroh, C. R. (2023). Pengaruh Konten Review, Kualitas Produk, Dan Gaya Hidup Terhadap Minat Mahasiswa Menggunakan Fashion Produk Lokal. JURNAL EKOMAKS Jurnal Ilmu Ekonomi Manajemen dan Akuntansi, 12(2), 303-312. https://doi.org/10.33319/jeko.v12i2.144
Dhianita, S., & Rufaidah, P. (2024). The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust. Jurnal Manajemen Bisnis, 11(2), 1111-1123. https://doi.org/10.33096/jmb.v11i2.797
Erwin, E., Ardyan, E., & Putra, S. D. (2022). SOCIAL MEDIA MARKETING TRENDS: INFLUENCERS'ACCOUNTS FOR SMES PRODUCT MARKETING. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 1949-1958.
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press. 10.2991/978-2-38476-064-0_58
Erwin, E., Suade, Y. K. M., & Putra, S. D. (2024). ALAT KOMUNIKASI DIGITAL: KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91. https://doi.org/10.31955/mea.v8i3.4386
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Hikmah, A. N., & Riptiono, S. (2020). Pengaruh Customer Engagement dan E-Service Quality Terhadap Online Repurchase Intention dengan Customer Satisfaction Sebagai Variabel Intervening pada Marketplace Shopee. Jurnal Ilmiah Mahasiswa Manajemen Bisnis & Akuntansi, 91,98.
Hiola, R. (2022). Efek Interaksi Pemanfaatan Media Promosi Pada Strategi Digital Marketing dan Perilaku Konsumen Terhadap Minat Beli Konsumen. Paradoks: Jurnal Ilmu Ekonomi, 5(4), 285-295. https://doi.org/10.57178/paradoks.v5i4.512
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Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., Khan, I., & Rather, R. A. (2020). Impact of website attributes on customer engagement in banking: a solicitation of stimulusorganism-response theory. International Journal of Bank Marketing, 38(6), 1279–1303
Izzati, A. U., & Anindea, F. (2024). The Role of Instagram Visual Content to User Purchased Intention through Product Information Availability. International Journal Administration, Business & Organization, 5(1), 1-11
Jin, S. V., & Ryu, E. (2020). “I'll buy what she's# wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121. https://doi.org/10.1016/j.jretconser.2020.102121
Juniar, A. M., & Jusrianti. (2021). Belanja Oonline di Masa Pandemi Covid-19: Studi Kasus Ibu-ibu Rumah Tangga di Makassar. Jurnal Emik, 38. https://doi.org/10.46918/emik.v4i1.850
Ko, E. N., Prasida, T. A. S., & Bezaleel, M. (2023). Filter Instagram sebagai Media Promosi Soft Selling Bagi Dusun Semilir. Jurnal Desain Komunikasi Visual Nirmana, 23(2), 89-98. https://doi.org/10.9744/nirmana.23.2.89-98
Kurniawan, E. P., & Irwansyah, I. (2022). Strategi pemasaran pada media sosial melalui iklan instagram. Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian, 8(2), 885-900.
Kurniawati, D. (2021). Peran mediasi customer engagement dalam customer experience dan customer loyalty (studi empiris pada pelanggan 3 Coffee Madiun). Jurnal Ilmiah Mahasiswa Ekonomi, 4(2), 277-291.
Lathifah, A., Wahyono, D., Yessa, F., Wardi, Y., & Prasetia, A. (2024). Strategi Pemasaran Digital dalam Industri Fashion Online: Sebuah Analisis Sistematis. Nusantara Entrepreneurship and Management Review, 2(1), 1-6. https://doi.org/10.55732/nemr.v1i2.1177
Limandono, J. A., & Dharmayanti, D., S. (2017). Pengaruh Content Marketing dan Event Marketing terhadap Customer Engagement dengan Social Media Marketing sebagai Variabel Moderasi di Pakuwon City. Jurnal Strategi Pemasaran, 1-11.
Nabila, W. K., & Negoro, D. A. (2023). Pengaruh Digital Marketing, Customer Engagement, dan Brand Awareness Terhadap Purchase Intention Produk Fashion Lokal Pada Generasi Z. Jurnal Pendidikan Tambusai, 7(3), 20207-20218.
Nafsyah, A. S., Maulidyah, S. R., Nurlia, A. S., & Adhyanti, W. P. (2022). Analisis konten media sosial Instagram by. u sebagai media penyebaran informasi & komunikasi. MASSIVE: Jurnal Ilmu Komunikasi, 2(2), 1-11. https://doi.org/10.35842/massive.v2i2.57
Nelfianti, F., Sriyanto, A., & Naryoto, P. (2021). Pengaruh Celebrity Endorsement terhadap Brand Credibility dan Brand Equity (Studi pada Online Shop yang terhadap di Sosial Media-Instagram Produk Fashion). Jurnal Eknomika dan Manajemen, 110.
Pahlevi, M. H. E., Arifin, R., & Athia, I. (2022). Pengaruh Sosial Media Dan Celebrity Endorser Terhadap Minat Beli Pada Bisnis Thrift Shop (Studi Thrift shop D_dalbow Kota Batu¬ _secondbrand Kota Batu¬). E-JRM: Elektronik Jurnal Riset Manajemen, 11(19).
Putra, K. A. M. (2020). Perancangan filter Instagram berbasis Augmented Reality dengan Face Mask Spark AR pada Akun New Media College. Jurnal Teknologi Informasi dan Komputer, 6(3). https://doi.org/10.36002/jutik.v6i3.1194
Qorib, F., Rinata, A. R., & Fianto, L. (2021). Analisis Customer Engagement pada Akun Instagram@ Oksigen_Cafe Menggunakan The Circular Model of Some. Avant Garde: Jurnal Ilmu Komunikasi, 9(2), 183-197. https://dx.doi.org/10.36080/ag.v9i2.1464
Rachmah, R. R., & Mayangsari, L. (2020). Online engagement factors on Instagram local fashion brand accounts. KnE Social Sciences, 446-458. https://doi.org/10.18502/kss.v4i6.6618
Rachman, A., & Panindias, A. N. (2021). Pemanfaatan AugmentedReality (AR) sebagai Media Promosi Iklan Produk Susu Kedelai Berbasis Filter Instagram. Journal of Computer Science and Visual Communication Design, 6(2), 119-126. https://doi.org/10.55732/jikdiskomvis.v6i2.512
Rahmadiane, G. D., & Utami, U. S. (2021). ANALYSIS OF THE UTILIZATION OF SOCIAL COMMERCE FOR THE DEVELOPMENT OF MSME IN INDONESIA. AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan, 6(3). https://doi.org/10.24198/adbispreneur.v6i3.29114
Rahmawati, Y., Ningrum, I. K., & Junarti. (2021). Analisis Penggunaan Media Sosial Instagram terhadap Penjualan Produk Fashion Store Zyshoes.ID Bojonegoro. Jurnal Pendidikan Edutama, 1-8.
Risdianti, N., & Putra, B. O. (2022). Perancangan Katalog Digital Interaktif untuk Membantu Remaja Putri Memilih Produk Makeup Emina Secara Online. Jurnal Desain Komunikasi Visual, 22-27.
Rizano, S. A., & Salehudin, I. (2023). Does Gamifying in the Marketplace Help in Building Consumer Engagement and Intention to Buy Online? Journal of Marketing Innovation (JMI), 3(2). https://doi.org/10.35313/jmi.v3i2.95
Sari, L. N., & Susilawati, N. (2022). Motif Penggunaan Filter Instagram dikalangan Mahasiswa Perempuan Universitas Negeri Padang. Jurnal Perspektif: Jurnal Kajian Sosiologi dan Pendidikan, 221, 225. https://doi.org/10.24036/perspektif.v5i2.625
Satria, & Adi, A. (2017). Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Minat Beli Konsumen pada Perusahaan A-36. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 45-53.
Song, H. K., Baek, E., & Choo, H. J. (2020). Try-on experience with augmented reality comforts your decision: Focusing on the roles of immersion and psychological ownership. Information Technology & People, 33(4), 1214-1234. https://doi.org/10.1108/ITP-02-2019-0092
Sopiana, S., Komaludin, A., & Suroso, E. (2024). Pengaruh Influencer Marketing dan Value Co-Creation terhadap Customer Engagement melalui Minat Beli dan Impulsive Buying pada Fashion Batik Modern Kartini’s Label (Studi kasus pada Generasi Z dan Generasi Milenial di Jawa Barat). Ranah Research: Journal of Multidisciplinary Research and Development, 6(4), 902-915. https://doi.org/10.38035/rrj.v6i4.894
Suraña‐Sánchez, C., & Aramendia‐Muneta, M. E. (2024). Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda. International Journal of Consumer Studies, 48(2), e13027.
Syaraahiyya, A., & Rusadi, E. Y. (2023). Fenomena Thrift Shopping Di Kalangan Masyarakat Akibat Perubahan Gaya Hidup Hidup Modern (Studi Globalisasi Di Wilayah Jawa Timur). Abdi Masyarakat, 5(1), 2087-2093.
Tenaya, A. N. (2021). Hegemoni Fashion Barat Pada Busana Bangsawan di Bali Utara (1800-1940). Mudra: Jurnal Seni Budaya, 245-253. https://doi.org/10.31091/mudra.v36i2.1478
Urdea, A. M., & Constantin, C. P. (2021). Exploring the impact of customer experience on customer loyalty in e-commerce. In Proceedings of the International Conference on Business Excellence (Vol. 15, No. 1, pp. 672-682). https://doi.org/10.2478/picbe-2021-0063
Utami, G. R., & Saputri, M. E. (2020). Pengaruh Social Media Marketing terhadap Customer Engagement dan Loyalitas Merek pada Akun Instagram Tokopedia. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 188.
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Agung, D. A., Purwanto, G. L. A., & Ellitan, L. (2024). Peran Kualitas Integrasi Omnichannel dalam Membentuk Niat Perilaku Generasi Y & Z. Ekonomis: Journal of Economics and Business, 8(2), 1450-1461.
Aslam, U., & Davis, L. (2024). Analyzing consumer expectations and experiences of Augmented Reality (AR) apps in the fashion retail sector. Journal of Retailing and Consumer Services, 76, 103577. https://doi.org/10.1016/j.jretconser.2023.103577
Augustinus, D., & Agnes, A. (2020). The Impact Of Instagram Marketing Adoption Towards Consumer Purchase Decision On Fashion. JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam), 8(2), 1-25. https://doi.org/10.33884/jimupb.v8i2.1641
Bella, C. (2022). Pemasaran Baru Menggunakan Teknologi Augmented Reality. Prosiding Konferensi Mahasiswa Desain Komunikasi Visual (KOMA DKV), 2, 573-578.
Bilal, M., Jianqu, Z., & Ming, J. (2021). How Consumer Brand Engagement Effect on Purchase Intention? The Role of Social Media Elements. Journal of Business Strategy Finance and Management, 2(1,2). http://dx.doi.org/10.12944/JBSFM.02.01-02.06
Dewa, D. B. R., Warnaningtyas, H., & Istiqaroh, C. R. (2023). Pengaruh Konten Review, Kualitas Produk, Dan Gaya Hidup Terhadap Minat Mahasiswa Menggunakan Fashion Produk Lokal. JURNAL EKOMAKS Jurnal Ilmu Ekonomi Manajemen dan Akuntansi, 12(2), 303-312. https://doi.org/10.33319/jeko.v12i2.144
Dhianita, S., & Rufaidah, P. (2024). The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust. Jurnal Manajemen Bisnis, 11(2), 1111-1123. https://doi.org/10.33096/jmb.v11i2.797
Erwin, E., Ardyan, E., & Putra, S. D. (2022). SOCIAL MEDIA MARKETING TRENDS: INFLUENCERS'ACCOUNTS FOR SMES PRODUCT MARKETING. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 1949-1958.
Erwin, E., Suade, Y. K. M., & Alam, N. (2023, May). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. In International Conference of Economics, Business, and Entrepreneur (ICEBE 2022) (pp. 578-593). Atlantis Press. 10.2991/978-2-38476-064-0_58
Erwin, E., Suade, Y. K. M., & Putra, S. D. (2024). ALAT KOMUNIKASI DIGITAL: KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 74-91. https://doi.org/10.31955/mea.v8i3.4386
Haryanti, L. (2023). PEMANFAATAN MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI DIGITAL PERPUSTAKAAN UNIVERSITAS BENGKULU. Jurnal Perpustakaan dan Informasi, 5(1), 1-10.
Hasbi, M. (2022). Faktor faktor yang Mempengaruhi Minat Beli Outfit Second (Thrift) (Studi pada Konsumen di Toko RB Landungsari). Fakultas Ilmu Administrasi Program Studi Administrasi Bisnis, 91.
Herdiyani, S., Barkah, C. S., Auliana, L., & Sukoco, I. (2022). Peranan Media Sosial Dalam Mengembangkan Suatu Bisnis: Literature Review. Jurnal Administrasi Bisnis [JAB] , 103-121.
Hikmah, A. N., & Riptiono, S. (2020). Pengaruh Customer Engagement dan E-Service Quality Terhadap Online Repurchase Intention dengan Customer Satisfaction Sebagai Variabel Intervening pada Marketplace Shopee. Jurnal Ilmiah Mahasiswa Manajemen Bisnis & Akuntansi, 91,98.
Hiola, R. (2022). Efek Interaksi Pemanfaatan Media Promosi Pada Strategi Digital Marketing dan Perilaku Konsumen Terhadap Minat Beli Konsumen. Paradoks: Jurnal Ilmu Ekonomi, 5(4), 285-295. https://doi.org/10.57178/paradoks.v5i4.512
Hong, S., jahng, M. R., Lee, N., & Wise, K. R. (2020). Do you filter who you are?: Excessive self-presentation, social cues, and user evaluations of Instagram selfies. Computer in Human Behavior, 5. https://doi.org/10.1016/j.chb.2019.106159
Islam, J. U., Shahid, S., Rasool, A., Rahman, Z., Khan, I., & Rather, R. A. (2020). Impact of website attributes on customer engagement in banking: a solicitation of stimulusorganism-response theory. International Journal of Bank Marketing, 38(6), 1279–1303
Izzati, A. U., & Anindea, F. (2024). The Role of Instagram Visual Content to User Purchased Intention through Product Information Availability. International Journal Administration, Business & Organization, 5(1), 1-11
Jin, S. V., & Ryu, E. (2020). “I'll buy what she's# wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121. https://doi.org/10.1016/j.jretconser.2020.102121
Juniar, A. M., & Jusrianti. (2021). Belanja Oonline di Masa Pandemi Covid-19: Studi Kasus Ibu-ibu Rumah Tangga di Makassar. Jurnal Emik, 38. https://doi.org/10.46918/emik.v4i1.850
Ko, E. N., Prasida, T. A. S., & Bezaleel, M. (2023). Filter Instagram sebagai Media Promosi Soft Selling Bagi Dusun Semilir. Jurnal Desain Komunikasi Visual Nirmana, 23(2), 89-98. https://doi.org/10.9744/nirmana.23.2.89-98
Kurniawan, E. P., & Irwansyah, I. (2022). Strategi pemasaran pada media sosial melalui iklan instagram. Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian, 8(2), 885-900.
Kurniawati, D. (2021). Peran mediasi customer engagement dalam customer experience dan customer loyalty (studi empiris pada pelanggan 3 Coffee Madiun). Jurnal Ilmiah Mahasiswa Ekonomi, 4(2), 277-291.
Lathifah, A., Wahyono, D., Yessa, F., Wardi, Y., & Prasetia, A. (2024). Strategi Pemasaran Digital dalam Industri Fashion Online: Sebuah Analisis Sistematis. Nusantara Entrepreneurship and Management Review, 2(1), 1-6. https://doi.org/10.55732/nemr.v1i2.1177
Limandono, J. A., & Dharmayanti, D., S. (2017). Pengaruh Content Marketing dan Event Marketing terhadap Customer Engagement dengan Social Media Marketing sebagai Variabel Moderasi di Pakuwon City. Jurnal Strategi Pemasaran, 1-11.
Nabila, W. K., & Negoro, D. A. (2023). Pengaruh Digital Marketing, Customer Engagement, dan Brand Awareness Terhadap Purchase Intention Produk Fashion Lokal Pada Generasi Z. Jurnal Pendidikan Tambusai, 7(3), 20207-20218.
Nafsyah, A. S., Maulidyah, S. R., Nurlia, A. S., & Adhyanti, W. P. (2022). Analisis konten media sosial Instagram by. u sebagai media penyebaran informasi & komunikasi. MASSIVE: Jurnal Ilmu Komunikasi, 2(2), 1-11. https://doi.org/10.35842/massive.v2i2.57
Nelfianti, F., Sriyanto, A., & Naryoto, P. (2021). Pengaruh Celebrity Endorsement terhadap Brand Credibility dan Brand Equity (Studi pada Online Shop yang terhadap di Sosial Media-Instagram Produk Fashion). Jurnal Eknomika dan Manajemen, 110.
Pahlevi, M. H. E., Arifin, R., & Athia, I. (2022). Pengaruh Sosial Media Dan Celebrity Endorser Terhadap Minat Beli Pada Bisnis Thrift Shop (Studi Thrift shop D_dalbow Kota Batu¬ _secondbrand Kota Batu¬). E-JRM: Elektronik Jurnal Riset Manajemen, 11(19).
Putra, K. A. M. (2020). Perancangan filter Instagram berbasis Augmented Reality dengan Face Mask Spark AR pada Akun New Media College. Jurnal Teknologi Informasi dan Komputer, 6(3). https://doi.org/10.36002/jutik.v6i3.1194
Qorib, F., Rinata, A. R., & Fianto, L. (2021). Analisis Customer Engagement pada Akun Instagram@ Oksigen_Cafe Menggunakan The Circular Model of Some. Avant Garde: Jurnal Ilmu Komunikasi, 9(2), 183-197. https://dx.doi.org/10.36080/ag.v9i2.1464
Rachmah, R. R., & Mayangsari, L. (2020). Online engagement factors on Instagram local fashion brand accounts. KnE Social Sciences, 446-458. https://doi.org/10.18502/kss.v4i6.6618
Rachman, A., & Panindias, A. N. (2021). Pemanfaatan AugmentedReality (AR) sebagai Media Promosi Iklan Produk Susu Kedelai Berbasis Filter Instagram. Journal of Computer Science and Visual Communication Design, 6(2), 119-126. https://doi.org/10.55732/jikdiskomvis.v6i2.512
Rahmadiane, G. D., & Utami, U. S. (2021). ANALYSIS OF THE UTILIZATION OF SOCIAL COMMERCE FOR THE DEVELOPMENT OF MSME IN INDONESIA. AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan, 6(3). https://doi.org/10.24198/adbispreneur.v6i3.29114
Rahmawati, Y., Ningrum, I. K., & Junarti. (2021). Analisis Penggunaan Media Sosial Instagram terhadap Penjualan Produk Fashion Store Zyshoes.ID Bojonegoro. Jurnal Pendidikan Edutama, 1-8.
Risdianti, N., & Putra, B. O. (2022). Perancangan Katalog Digital Interaktif untuk Membantu Remaja Putri Memilih Produk Makeup Emina Secara Online. Jurnal Desain Komunikasi Visual, 22-27.
Rizano, S. A., & Salehudin, I. (2023). Does Gamifying in the Marketplace Help in Building Consumer Engagement and Intention to Buy Online? Journal of Marketing Innovation (JMI), 3(2). https://doi.org/10.35313/jmi.v3i2.95
Sari, L. N., & Susilawati, N. (2022). Motif Penggunaan Filter Instagram dikalangan Mahasiswa Perempuan Universitas Negeri Padang. Jurnal Perspektif: Jurnal Kajian Sosiologi dan Pendidikan, 221, 225. https://doi.org/10.24036/perspektif.v5i2.625
Satria, & Adi, A. (2017). Pengaruh Harga, Promosi dan Kualitas Produk Terhadap Minat Beli Konsumen pada Perusahaan A-36. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 45-53.
Song, H. K., Baek, E., & Choo, H. J. (2020). Try-on experience with augmented reality comforts your decision: Focusing on the roles of immersion and psychological ownership. Information Technology & People, 33(4), 1214-1234. https://doi.org/10.1108/ITP-02-2019-0092
Sopiana, S., Komaludin, A., & Suroso, E. (2024). Pengaruh Influencer Marketing dan Value Co-Creation terhadap Customer Engagement melalui Minat Beli dan Impulsive Buying pada Fashion Batik Modern Kartini’s Label (Studi kasus pada Generasi Z dan Generasi Milenial di Jawa Barat). Ranah Research: Journal of Multidisciplinary Research and Development, 6(4), 902-915. https://doi.org/10.38035/rrj.v6i4.894
Suraña‐Sánchez, C., & Aramendia‐Muneta, M. E. (2024). Impact of artificial intelligence on customer engagement and advertising engagement: A review and future research agenda. International Journal of Consumer Studies, 48(2), e13027.
Syaraahiyya, A., & Rusadi, E. Y. (2023). Fenomena Thrift Shopping Di Kalangan Masyarakat Akibat Perubahan Gaya Hidup Hidup Modern (Studi Globalisasi Di Wilayah Jawa Timur). Abdi Masyarakat, 5(1), 2087-2093.
Tenaya, A. N. (2021). Hegemoni Fashion Barat Pada Busana Bangsawan di Bali Utara (1800-1940). Mudra: Jurnal Seni Budaya, 245-253. https://doi.org/10.31091/mudra.v36i2.1478
Urdea, A. M., & Constantin, C. P. (2021). Exploring the impact of customer experience on customer loyalty in e-commerce. In Proceedings of the International Conference on Business Excellence (Vol. 15, No. 1, pp. 672-682). https://doi.org/10.2478/picbe-2021-0063
Utami, G. R., & Saputri, M. E. (2020). Pengaruh Social Media Marketing terhadap Customer Engagement dan Loyalitas Merek pada Akun Instagram Tokopedia. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 188.
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Published
2025-03-10
How to Cite
Suciawan, A., Djuranovik, E., Pradana, M. C., & Erwin, E. (2025). INSTAGRAM FILTERS FOR THE FASHION INDUSTRY : THE MEDIATING ROLE OF PURCHASE INTENTION ON CUSTOMER ENGAGEMENT. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(1), 1256-1272. https://doi.org/10.31955/mea.v9i1.5060
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Articles
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