Power of Influence An Empirical Study on the Effects of Influencer Marketing, Attractiveness, and Posting Frequency on Brand Awareness in the Muslim Fashion Industry

Abstract

This study aims to analyze the effect of influencer marketing, influencer attractiveness, and posting frequency on brand awareness at Amy Collection, a Muslim fashion boutique in Balikpapan. The research employed a quantitative approach with an explanatory design. Data were collected through a closed-ended questionnaire using a 5-point Likert scale from 100 respondents who had shopped at Amy Collection, selected via purposive sampling. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that influencer marketing, influencer attractiveness, and posting frequency have a positive and significant effect on brand awareness. Specifically, authentic promotional content enhances consumers’ emotional engagement, influencers’ personal attractiveness strengthens positive brand perception, and consistent posting frequency maintains brand visibility without causing audience fatigue. These findings reinforce the Word of Mouth, Source Attractiveness, and Content Consistency theories and are consistent with previous research. The practical implication is the need to select influencers aligned with the brand image and to manage optimal posting frequency. The novelty of this research lies in its focus on the local Muslim fashion industry in Indonesia.