Main Article Content


Based on the implication that brand image serves as a mediator between social media marketing and purchase decisions, Uniqlo can maximize their social media approach. This could be improved online communication, marketing that tell stories, or the application of unique social media platform characteristics that improve brand perception. This study aims to investigate the relative influence of social media marketing, product quality, and brand image on purchasing decisions. The research design chosen was causal research with purposive sampling technique. A questionnaire given to participants who met the requirements was used in this study. In this survey, a 5-point Likert scale was used (1 meaning strongly disagree and 5 meaning strongly agree). The large sample collected and surveyed in this research consisted of 200 respondents. The samples involved were Uniqlo consumers based in Indonesia. Structural Equation Modeling (SEM) with the AMOS 24 statistical tool will be used to construct and assess the measurement model and structural model of the research design. This research has shown how social media marketing, product quality, and brand image all have a big relationship on consumers' purchase decisions to buy, both on direct influence or indirect influence mediated by brand image.


Brand Image Social Media Marketing Product Quality Purchase Decision

Article Details

How to Cite
Akbari, R. Z., Wendy, Listiana, E., Hasanudin, & Fauzan, R. (2024). The Role of Brand Image in Mediating the Influence of Social Media Marketing and Product Quality on Purchase Decision Uniqlo in Indonesia. Ilomata International Journal of Management, 5(1), 23-44.


  1. Ali, H. (2019). Purchase Decision and Repurchase Models: Product Quality and Process Analysis (Case Study of House Ownership Credit Financing in Permata Sharia Bank Jakarta). Scholars Bulletin, 05(09), 526–535.
  2. Angelyn, D. S. (2021). The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table. 1–23.
  3. Aragoncillo, L., & Orús, C. (2018). Impulse buying behaviour: An online-offline comparative and the impact of social media. Spanish Journal of Marketing - ESIC, 22(1), 42–62.
  4. Ardiansyah, F., & Sarwoko, E. (2020). How social media marketing influences consumers purchase decision? A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 17(2), 156.
  5. Arifin, W., Marsudi, M., & Wijaya, R. (2022). The Effect of Product Quality on Purchase Decision Mediated by Brand Image in Zara Women’s Bag Consumers. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 2(04), 367–378.
  6. Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
  7. Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90.
  8. Asyhari, Y. S. (2021). the Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image. Jurnal Aplikasi Manajemen, 19(3), 535–546.
  9. Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135.
  10. Brandão, A., Pinho, E., & Rodrigues, P. (2019). Antecedents and consequences of luxury brand engagement in social media. Spanish Journal of Marketing - ESIC, 23(2), 163–183.
  11. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Understanding Consumer Interaction on Instagram: The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369–375.
  12. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2021). Be creative, my friend! Engaging users on Instagram by promoting positive emotions. Journal of Business Research, 130(February), 416–425.
  13. Chakraborty, U., & Bhat, S. (2018). Effect of Credible Reviews on Brand Image: A Mixed Method Approach. IIM Kozhikode Society and Management Review, 7(1), 13–22.
  14. Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261.
  15. Choi, T. R., & Sung, Y. (2018). Instagram versus Snapchat: Self-expression and privacy concern on social media. In Telematics and Informatics (Vol. 35, Issue 8).
  16. Diputra, I. G. A. W., & Yasa, N. N. (2021). the Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM), 4(01), 25–34.
  17. Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308.
  18. Erlangga, H. (2021). Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3672–3678.
  19. Evania, S., Listiana, E., Wendy, ., Rosnani, T., & Fahruna, Y. (2023). The Effect of Influencer Marketing and Content Marketing on Customer Engagement and Purchase Decisions on Followers. Asian Journal of Economics, Business and Accounting, 23(2), 12–20.
  20. Fattah AL-AZZAM, A., & Al-mizeed, K. (2021). The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan. Journal of Asian Finance, 8(5), 455–0463.
  21. Finfolk. (2021). Uniqlo di Indonesia Itu Kebanyakan Anomali karena Tidak Buka di ‘Shotengai.’
  22. Ha, S., Huang, R., & Park, J. S. (2019). Persuasive brand messages in social media: A mental imagery processing perspective. Journal of Retailing and Consumer Services, 48(January), 41–49.
  23. Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121.
  24. Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23.
  25. Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). the Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76–89.
  26. Hermiyenti, S., & Wardi, Y. (2019). A Literature Review on The Influence of Promotion, Price and Brand Image to Purchase Decision. 64, 538–545.
  27. Irfan, S., Halik, A., & Panjaitan, F. A. B. K. (2022). Analysis of the Influence of Product Quality and Price Perceptions on the Purchase Decision of Orthopedic Implant Products (Kangli) Through Consumer Trust as Intervening Variables in Pt. Java Almeda Mandiri in Surabaya. International Journal of Scientific Engineering and Science, 6(1), 27–34.
  28. Iskuntianti, N. D., Faisal, M. A., Naimah, J., & Sanjaya, V. F. (2020). The Influence Of Brand Image, Lifestyle, And Product Quality on Purchasing Decisions. Journal of Business Management Review, 1(6), 436–448.
  29. Jasin, M., & Firmansyah, A. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11(1), 383–390.
  30. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
  31. Kausuhe, J. N., Worang, F. G., & Gunawan, E. M. (2021). the Influence of Brand Image and Country of Origin on Purchase Decision of Oppo Smartphone in Manado. Jurnal EMBA, 9(1), 207–215.
  32. Kim, J. E., Lloyd, S., & Cervellon, M. C. (2016). Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement. Journal of Business Research, 69(1), 304–313.
  33. Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 65(10), 1495–1499.
  34. Kinasih, I. A. D., Widagda, I. Gst. N. J. A., Rahyuda, I. K., & Suparna, G. (2023). Effect of Green Marketing and Corporate Social Responsibility on Purchase Decisions Mediated by Brand Image (Study on Consumers of Avoskin Skincare Products in Denpasar City). European Journal of Business and Management Research, 8(4), 249–260.
  35. Kotler, P., & Keller, K. L. (2016). Marketing management 15th global edition (Global). Harlow: Pearson Education Limited.
  36. Lena Ellitan. (2022). the Role of Social Media Marketing, Brand Awareness and E-Wom To Increase Purchase Decision. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 2(1), 115–122.
  37. Malini, H. (2021). The Influence of Beauty Vloggers, Brand Image, and Product Quality on Lipstick Purchase Decisions. KELUWIH: Jurnal Sosial Dan Humaniora, 2(2), 58–68.
  38. Martín-Consuegra, D., Faraoni, M., Díaz, E., & Ranfagni, S. (2018). Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing, 9(3), 237–251.
  39. Martínez, P., Pérez, A., & del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administracion, 27(2), 267–283.
  40. Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100.
  41. Momen, M. A., Sultana, S., & Haque, A. K. M. A. (2020). Web-based marketing communication to develop brand image and brand equity of higher educational institutions: A structural equation modelling approach. Global Knowledge, Memory and Communication, 69(3), 151–169.
  42. Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., & Mustapha, W. N. W. (2019). Brand image and consumer satisfaction towards Islamic travel packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 188–202.
  43. Nguyen, N.-L., Tran, T.-T., & Vo, M.-P. (2020). The Effect of Lifestyle, Brand Image and Personalities on Smartphone Purchase Decision of Consumers in Hochiminh City. International Journal of Innovative Science and Research Technology, 5(3), 481–492.
  44. Perumal Prasath, & Archchana Yoganathen. (2018). Influence of Social Media Marketing on Consumer Behavior. Kaav International Journal of Economics , Commerce & Business Management, 8(4).
  45. Phua, J., Jin, S. V., & Kim, J. (Jay). (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intentio. Telematics and Informatics, 34(1), 412–424.
  46. Prasad, S., Garg, A., & Prasad, S. (2019). Purchase decision of generation Y in an online environment. Marketing Intelligence and Planning, 37(4), 372–385.
  47. Prastiwi, S. K., Auliya, Z. F., Wening, N., & Indriasari, R. A. (2023). The Existence of Post-pandemic Wedding Organizer Services Through the Role of Brand Image Mediation in Social Media Marketing, Promotion, and Service Quality Toward the Decision to Choose Wedding Organizer Services. Atlantis Press International BV.
  49. Rachmawati, E., Suliyanto, & Suroso, A. (2022). A moderating role of halal brand awareness to purchase decision making. Journal of Islamic Marketing, 13(2), 542–563.
  50. Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302–330.
  51. Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. (2017). Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter? Journal of Global Marketing, 30(3), 147–160.
  52. Rindell, A., & Iglesias, O. (2014). Context and time in brand image constructions. Journal of Organizational Change Management, 27(5), 756–768.
  53. Rybaczewska, M., Sparks, L., & Sułkowski, Ł. (2020). Consumers’ purchase decisions and employer image. Journal of Retailing and Consumer Services, 55(March), 0–7.
  54. Salem, M. Z., Baidoun, S., Walsh, G., & Sweidan, N. (2020). The effect of female portrayal in advertising on the Palestinian females purchase decision. Journal of Islamic Marketing, 11(2), 282–300.
  55. Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146.
  56. Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97–109.
  57. Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(August 2017), 36–41.
  58. Sihombing, L. A., Suharno, S., Kuleh, K., & Hidayati, T. (2023). The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image. International Journal of Finance, Economics and Business, 2(1), 44–60.
  59. Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car. Binus Business Review, 11(3), 187–196.
  60. Steven, W., Purba, J. T., Budiono, S., & Adirinekso, G. P. (2021). How product quality, brand image and price perception impact on purchase decision of running shoes? Proceedings of the International Conference on Industrial Engineering and Operations Management, 1289–1297.
  61. Suharyanto, S., & Rahman, N. R. (2022). the Effect of Electronic Word of Mouth and Social Media Marketing on the Purchase Decision of Billionaire’S Project Products Through Product Quality. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 475.
  62. Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878.
  63. Tarsakoo, P., & Charoensukmongkol, P. (2020). Dimensions of social media marketing capabilities and their contribution to business performance of firms in Thailand. Journal of Asia Business Studies, 14(4), 441–461.
  64. Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. (2022). the Effect of Social Media Marketing on the Purchase Decision of Kooka Coffee Products Using Brand Image As a Mediation Variable. Agricultural Socio-Economics Journal, 22(3), 223.
  65. Uniqlo. (2023). History Of Uniqlo.
  66. Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177–193.
  67. Wang, X., Guo, J., Wu, Y., & Liu, N. (2020). Emotion as signal of product quality: Its effect on purchase decision based on online customer reviews. Internet Research, 30(2), 463–485.
  68. Widiastiti, N. M. G., Yasa, N. N. K., & Rahanata, G. B. (2020). The Role of Brand Image In Mediating The Relationship of Product Quality And Price Fairness With Purchase Decision (A Case Study of the IPhone Product in Denpasar City). International Journal of Economics and Management Studies, 7(4), 199–207.
  69. Wijayanti, A., & MH Nainggolan, B. (2023). Improving Purchasing Decisions Through Price Perception and Product Quality: the Mediating Role of Brand Image in Botanica Apartment. Journal of Management and Leadership, 6(1), 15–29.
  70. Yadav, M., & Rahman, Z. (2017). The influence of social media marketing activities on customer loyalty: a study of e-commerce industry.
  71. Yasa, I. K. (2018). the Role of Brand Image Mediating the Effect of Product Quality on Repurchase Intention. Russian Journal of Agricultural and Socio-Economic Sciences, 83(11), 172–180.
  72. Yong, K., Sabah, M., & Hassan, R. A. (2019). The Relationships Between Social Media Marketing and Entrepreneurial Success: A Conceptual Study on Homestay Business in Sabah, Malaysia. Review of Integrative Business and Economics Research, 8(1), 25–33.
  73. Yu Lin, Biwei Liang, X. Z. (2017). Article information : The effect of inventory performance on product quality : The mediating.
  74. Yuen, E. F. T., & Chan, S. S. L. (2010). The effect of retail service quality and product quality on customer loyalty. Journal of Database Marketing and Customer Strategy Management, 17(3–4), 222–240.
  75. Zhou, T., Law, K. M. Y., & Yung, K. L. (2021). An empirical analysis of intention of use for bike-sharing system in China through machine learning techniques. Enterprise Information Systems, 15(6), 829–850.