PENGARUH INFLUENCER MARKETING TERHADAP NIAT BELI DIMEDIASI OLEH BRAND IMAGE PADA E-COMMERCE LAZADA

The development of online shopping transactions in Indonesia shows an increase, especially in the fashion product category which is dominated by Generation Z. Gen Z is known to be active users of social media and tends to be influenced by digital promotional content, including influencer marketing. However, amidst this growth, the e-commerce platform Lazada has experienced a decline in profit margins. This study aims to determine and analyze the influence of influencer marketing on purchase intention mediated by brand image on e-commerce Lazada. The research approach used a quantitative method with a data collection technique in the form of a questionnaire distributed online via google form. The objects of this study were e-commerce users who had previously intended to purchase fashion products on Lazada. The sample size was 150 respondents through a purposive sampling technique. Data analysis was carried out using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the help of the SmartPLS program. The results of the study indicate that influencer marketing and brand image have a positive and significant influence on purchase intention. Brand image mediates the influence of influencer marketing on purchase intention positively and significantly. An effective influencer marketing strategy can improve brand image, which ultimately increases purchase intention for fashion products in Lazada e-commerce. This research is expected to be a consideration for e-commerce players in formulating more targeted digital marketing strategies, especially in attracting Gen Z's purchasing intentions.