Social Media Marketing and Brand Image Effects on Purchase Intention: Local Streetwear Evidence

Abstract

The proliferation of digital platforms has compelled consumer-facing brands to recalibrate marketing strategies toward interactive social media ecosystems. Despite extensive research on social media marketing and brand image, empirical findings regarding their effects on purchase intention remain inconsistent, particularly in digitally-native local brand contexts. This study examines the direct and simultaneous effects of social media marketing and brand image on consumer purchase intention in the Indonesian local streetwear industry. Employing a quantitative cross-sectional design, primary data were collected from 103 consumers of Rucas brand in Jabodetabek through purposive sampling and structured questionnaires, analyzed using multiple linear regression (SPSS v.27). The findings reveal that social media marketing and brand image exert positive and significant effects on purchase intention, with the combined model explaining 59.5% variance. This study contributes to marketing literature by validating classical consumer behavior theories in digitally-native brand contexts while acknowledging limitations in marginal scale reliability and cross-sectional design constraints.