Issue

Vol. 12 No. 1 (2025): June

Date Log

Submitted
14 February 2025
Accepted
28 June 2025
Published
28 June 2025

Copyright (c) 2025 Acai Sudirman, Setiyawami Setiyawami, Christina Yanita Setyawati (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The Distribution Model of Fashion Products in Social Commerce: Brand Loyalty and Purchase Decisions

https://doi.org/10.24252/minds.v12i1.55511
Acai Sudirman
Sekolah Tinggi Ilmu Ekonomi Sultan Agung, Indonesia
Setiyawami Setiyawami
Universitas Negeri Yogyakarta, Indonesia
Christina Yanita Setyawati
Universitas Ciputra Surabaya, Indonesia

Corresponding Author(s) : Acai Sudirman

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 12 No. 1 (2025): June

Abstract

This study examines the influence of influencer marketing, electronic word of mouth (e-WOM), and perceived value on brand loyalty and purchase decisions within the digital bazaar of fashion-oriented social commerce. By interrogating the interplay of virtual persuasion and consumer allegiance, it offers a nuanced reading of how contemporary loyalty is forged not in brand temples, but in communal whispers. Utilizing a quantitative survey of active online fashion consumers and analyzed through Structural Equation Modeling, the findings reveal that while e-WOM and perceived value foster loyalty, influencer marketing does not. Conversely, influencer marketing and e-WOM sway purchase decisions, yet perceived value proves impotent in this regard. These findings upend the influencer-as-oracle myth and suggest that brand managers might do well to invest not merely in charisma, but in cultivating credible digital communities that whisper trust louder than slogans.

Keywords

Influencer Marketing Electronic Word of Mouth Perceived Value Brand Loyalty Purchase Decision
Sudirman, A., Setiyawami, S., & Setyawati, C. Y. (2025). The Distribution Model of Fashion Products in Social Commerce: Brand Loyalty and Purchase Decisions. Jurnal Minds: Manajemen Ide Dan Inspirasi, 12(1), 149–166. https://doi.org/10.24252/minds.v12i1.55511
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Author Biographies

Acai Sudirman, Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Management Department

Setiyawami Setiyawami, Universitas Negeri Yogyakarta

Management Department

Christina Yanita Setyawati, Universitas Ciputra Surabaya

Management

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