The Influence of Authentic Marketing and Social Media Interactivity on Market Performance in the Creative Fashion Industry: A Case Study of Yume Project in Bandung City
Keywords:
Authentic Marketing, Social Media Interactivity, Market Performance, Creative Fashion Industry, Consumer Engagement, Local Fashion Brands, Digital Marketing, Yume Project Bandung.Abstract
This research investigates the impact of authentic marketing and social media interactivity on market performance within the creative fashion sector, focusing on Yume Project in Bandung. Utilizing a quantitative approach with descriptive and verificative methods, data were collected from 100 respondents through purposive sampling. The results of multiple linear regression analysis (Y =5.751 + 0.422X1 + 0.390X2 ) demonstrate that both authentic marketing and social media interactivity significantly and positively influence market performance, both partially and simultaneously. The coefficient of determination
(R2) of 0.596 indicates that these two variables explain 59.6% of the variance in market performance. This study underscores the necessity for local fashion brands to maintain transparency, honesty, and active digital engagement to thrive in hyper-competitive markets.
