The Impact of Influencer-Driven Digital Strategies on EA7 Emporio Armani Indonesia’s Brand Awareness

Abstract

This research investigates the impact of influencer-driven digital strategies on brand awareness, using EA7 Emporio Armani Indonesia as the case study. As a luxury fashion brand that re-entered the Indonesian market in 2023, EA7 actively engages in digital branding, particularly through Instagram. The research was conducted to understand how different influencer attributes contribute to consumer awareness across various stages, from initial recognition to top-of-mind recall. The purpose of this research is to identify which factors among influencer type, credibility, content format, engagement, and brand fit significantly influence brand awareness. The research employs a quantitative descriptive method, using a survey distributed online to Instagram users who follow the official EA7 Emporio Armani Indonesia account. A total of 143 valid responses were collected based on purposive sampling criteria. The analytical tool used in this research is ordinal logistic regression, appropriate for assessing ordered categorical outcomes. The results show that three variables, credibility, engagement, and brand fit, have a significant positive effect on brand awareness. Influencer type and content format, on the other hand, do not show significant influence. These findings suggest that audiences are more affected by influencers who are seen as trustworthy, relatable, and well-aligned with the brand, rather than by the influencer's popularity or the technical format of the content. The model demonstrates a strong statistical fit, with high explanatory power in predicting consumer awareness outcomes. In conclusion, the research confirms that in the context of luxury fashion branding, substance matters more than surface. Influencer marketing strategies should focus on delivering credible, engaging, and brand-consistent messages to effectively build awareness among digitally active audiences.