The Influence of Product Quality and Influencer Marketing on Purchase Intention for Karung Jantan Brand through Customer Engagement as A Moderating Variable
DOI:
https://doi.org/10.37481/jmh.v6i3.2359Keywords:
Product Quality, Influencer Marketing, Customer Engagement, Purchase IntentionAbstract
The accelerating digital transformation of the fashion industry has considerably intensified competitive dynamics among local brands, rendering product quality, influencer marketing, and consumer engagement increasingly instrumental in shaping purchase intention. This study examines the effects of product quality and influencer marketing on consumers’ purchase intention toward the Karung Jantan brand, while positioning customer engagement as a moderating construct. A quantitative research approach was adopted, involving Generation Z consumers in Bali selected through purposive sampling. Primary data were elicited through a five-point Likert-scale questionnaire and subsequently examined using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4.1. The analytical framework incorporated measurement-model evaluation, structural-model assessment, and bootstrapping procedures for hypothesis verification. The findings indicate that product quality and influencer marketing both exert positive and statistically significant effects on purchase intention. Customer engagement further demonstrates a significant moderating role by amplifying the relationship between product quality and purchase intention, as well as intensifying the influence of influencer marketing on purchase intention. The model also exhibits substantial explanatory and predictive capability. These findings accentuate the importance of an integrated marketing paradigm that synergises superior product quality, strategically calibrated influencer marketing, and sustained customer engagement to foster stronger consumer purchase intention and reinforce the competitive positioning of local fashion brands.
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