The Role of Influencer Marketing in Increasing Brand Awareness of Local Fashion Products on Social Media

The rapid growth of social media has transformed marketing strategies, especially for local fashion brands seeking to expand their market reach. This study aims to analyze the role of influencer marketing in increasing brand awareness of local fashion products on social media platforms. Using a quantitative research method, data were collected through online surveys distributed to 150 respondents who follow fashion influencers on Instagram and TikTok. The data were analyzed using descriptive and regression analysis to determine the influence of influencer credibility, content quality, and engagement rate on brand awareness. The findings reveal that influencer credibility and content quality significantly enhance brand awareness, while engagement rate plays a moderating role in strengthening the relationship between influencer marketing and brand perception. The study concludes that collaborations with credible influencers who produce authentic and visually appealing content are effective strategies for promoting local fashion products. These results provide practical implications for local fashion entrepreneurs and marketers to optimize social media campaigns through strategic influencer partnerships to build stronger brand recognition and customer loyalty in the digital era.