THE MEDIATING ROLE OF BRAND IMAGE IN THE RELATIONSHIP BETWEEN SOCIAL MEDIA MARKETING, BRAND AUTHENTICITY, AND PURCHASE INTENTION AMONG GEN Z CONSUMERS OF TEEFEES CLOTHING BRAND MANADO

Abstract

This study examines the mediating role of brand image in the relationship between social media marketing activities, brand authenticity, and purchase intention among Generation Z consumers of TeeFees Clothing Brand in Manado, North Sulawesi. A quantitative causal-associative design was deployed using a structured survey administered to a sample of 200 active social media users who are familiar with the brand. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The empirical findings demonstrate that all seven hypotheses are statistically supported. Specifically, both social media marketing activities and brand authenticity exert direct positive influences on brand image and purchase intention. Furthermore, the structural model assessment confirms that brand image serves as a significant partial mediator, indicating that while digital marketing and authenticity directly motivate buying behavior, their commercial impacts are substantially optimized when they successfully cultivate a strong and unique brand image in consumers' memories. Practically, the findings suggest that local apparel brands must prioritize interactive video content on platforms like TikTok and Instagram while continuously integrating local cultural pride and identity-driven design concepts into their branding to sustain competitive advantages.

Keywords: Social Media Marketing, Brand Authenticity, Brand Image, Purchase Intention, Generation Z