The impact of social media marketing on instagram for cosmetic brands in Indonesia
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Oct 30, 2023
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Abstract
Opportunities and challenges in several aspects of Indonesia, such as the number of cosmetic companies by 78.34% (2021), the increase in the GDP of the cosmetics sector by 9.61% (2021), the increase in registered cosmetic products by 53.65% (2022), and the low level of purchase return of cosmetic products increased competition between cosmetic brands in Indonesia. This study analyzes the impact of social media marketing for the Wardah, Revlon, and Pixy brands on Instagram on brand image, brand awareness, purchase decision, and repurchase intention. Data was collected through a survey using the convenience technique of 175 respondents who were followers of the Wardah, Revlon, and Pixy brands. Data analysis used the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Social media marketing research results affect brand awareness and brand image and do not affect purchase decision and repurchase intention. Brand awareness affects brand image, purchase decision, and repurchase intention. Brand image does not influence purchase decision and repurchase intention. Purchase decisions affect repurchase intentions.This research provides insight into the application of social media marketing in Indonesia on the Instagram platform, which has a complex relationship with brand awareness, brand image, purchase decision, and repurchase intention
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How to Cite
Rustandi, T., Faizatun, F., & Derriawan, D. (2023). The impact of social media marketing on instagram for cosmetic brands in Indonesia. Enrichment : Journal of Management, 13(4), 2648-2658. https://doi.org/10.35335/enrichment.v13i4.1638
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Azmi, M. (2022). Pengaruh Iklan, Sales Promotion, Dan Citra Merek Terhadap Minat Beli Ulang (Studi Pada Pengguna Shopee). Journal of Entrepreneurship, Management and Industry (JEMI), 4(4), 151–160. https://doi.org/10.36782/jemi.v4i4.2181
Benyamin, E. Q., & Ruslim, T. S. (2023). FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN PIZZA HUT CABANG JAKARTA. 1(1), 71–80.
Bilgin, Y. (2018). The Effect of Social Media Marketing Activities on Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
BPOM. (2022, December). Statistik Produk Yang Mendapat Persetujuan Izin Edar (Statistics of Products Obtaining Distribution Permit Approval). BPOM.
Burton, N. W., Barber, B. L., & Khan, A. (2021). A qualitative study of barriers and enablers of physical activity among female emirati university students. International Journal of Environmental Research and Public Health, 18(7), 1–13. https://doi.org/10.3390/ijerph18073380
Cakanlar, A., & Nguyen, T. (2019). The influence of culture on impulse buying. Journal of Consumer Marketing, 36(1), 12–23. https://doi.org/10.1108/JCM-03-2017-2139
Cuong, D. T. (2021). The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention. International Conference on Emerging Technologies and Intelligent Systems, 299, 533–545.
Edward, E., & Ruslim, T. S. (2021). Pengaruh Perceived Quality, Brand Image, Brand Trust Terhadap Puchase Intention Produk Milo. Jurnal Manajerial Dan Kewirausahaan, 3(3), 669. https://doi.org/10.24912/jmk.v3i3.13151
Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business and Management, 7(1), 1–17. https://doi.org/10.1080/23311975.2020.1787733
Giantari, I. G. A. K. (2021). Niat Beli Via Online: berbasis Pengalaman, Kepercayaan dan Persepsi Kontrol Perilaku. Media Sains Indonesia.
Hasyim, F. (2021). The Level of Digital Literacy and Its Impact for Self-Regulated and Effective Language Learning. IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature, 9(2), 619–631. https://doi.org/10.24256/ideas.v9i2.2131
Hermawan, A. (2005). Penelitian Bisnis Paradigma Kuantitatif (Quantitative Paradigm Business Research) (A. Arif & Wibowo (eds.); 1st ed.). Grasindo.
Joshi, A., Kale, S., Chandel, S., & Pal, D. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4), 396–403. https://doi.org/10.9734/bjast/2015/14975
Kemp, S. (2022, August). Digital 2022: Indonesia. Https://Datareportal.Com/Reports/Digital-2022-Indonesia.
Kusuma, P. P. D., Ekawati, N. W., & Yasa, N. N. K. (2022). Peran Citra Merek Memediasi Pengaruh Ekuitas Merek Terhadap Niat Beli (Andriyanto (ed.); 1st ed.). Lakeisha.
Parveen, H., Ajina, A. S., Habbas, N. S. M., Al-Faryan, M. A. S., & Khaled, A. S. D. (2022). Buy now or regret later: Social media-induced panic buying of medical supplies during COVID-19. Innovative Marketing, 18(3), 197–206. https://doi.org/10.21511/im.18(3).2022.17
Pradhanika, P. N., Adi Nugroho, & Muhammad widagdo. (2021). PENGARUH PENILAIAN CITRA MEREK DAN INTENSITAS TERPAAN TESTIMONI NEGATIF TENTANG PELAYANAN JNE DI MEDIA ONLINE TERHADAP TINGKAT KEPERCAYAAN MASYARAKAT UNTUK MENGGUNAKAN JNE. Diponegoro Journal of Management, 11, 11.
Putri, N. P. A. W., Putra, I. N. W. A., Wirakusuma, M. G., & Suputra, I. D. G. D. (2022). Effect of Independence, Professionalism, and Experience of Internal Auditors on Fraud Prevention With Organizational Culture As Moderating Variable. Linguistics and Culture Review, 6, 565–580. https://doi.org/10.21744/lingcure.v6ns1.2108
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Sugiyono. (2020). Metode Penelitian Bisnis Bisnis (Pendekatan kuantitatif, kualitatif dan R&B) (Cet.18). Alpabeta.
Upadhyay, S., & Hu, H. (2022). A Qualitative Analysis of the Impact of Electronic Health Records (EHR) on Healthcare Quality and Safety: Clinicians’ Lived Experiences. Health Services Insights, 15, 11786329211070722. https://doi.org/10.1177/11786329211070722
Xie, Y., Du, K., & Gao, P. (2022). The influence of the interaction between platform types and consumer types on the purchase intention of live streaming. Frontiers in Psychology, 13, 1–11. https://doi.org/10.3389/fpsyg.2022.1056230
Yulianto, N. A. B., Maskan, M., & Utaminingsih, A. (2018). Metodelogi penelitian bisnis (Business research methodology) (H. N. Utami (ed.)). Polinema Press.