The influence of social media marketing, brand image, and influencer endorsement towards purchase decisions of skintific skincare products on tiktok shop with trust as the mediator (study on generation Z consumers)
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Abstract
Marketing through social media in recent years has been very widely used, ranging from skincare, fashion, and others, all the items we are looking for are very easy to find on social media with very broad access to e-commerce platforms. This study aims to determine the effect of social media marketing variables in selling skincare skintific products, then the brand image of skincare skintific products, and also the influence of Tasya Farasya's influencer endorsement in marketing these products through Tiktok with the Tiktok Shop feature, with the trust variable as an intervening variable. This study involved 263 people from various regions in Indonesia who were collected online using purposive sampling techniques through online questionnaires. The population of this study is Gen Z aged 17-25 years. The test tool to see the relationship between the independent variables and the dependent variable uses Structural Equation Modeling (SEM) with AMOS 24. The results of this study indicate that social media marketing, brand image, and influencer endorsement have a positive and significant effect on purchasing decisions. Trust has a positive and significant effect on purchasing decisions and significantly mediates social media marketing, brand image, and influencer endorsement on purchasing decisions.
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How to Cite
Levina, W., Malini, H., Pebrianti, W., Hendri, M. I., & Jaya, A. (2023). The influence of social media marketing, brand image, and influencer endorsement towards purchase decisions of skintific skincare products on tiktok shop with trust as the mediator (study on generation Z consumers). Enrichment : Journal of Management, 13(5), 2948-2959. https://doi.org/10.35335/enrichment.v13i5.1713
References
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Aw, e. C. X., & chuah, s. H. W. (2021). “stop the unattainable ideal for an ordinary me!” Fostering parasocial relationships with social media influencers: the role of self-discrepancy. Journal of business research, 132, 146–157. Https://doi.org/10.1016/j.jbusres.2021.04.025
Belanche, d., casaló, l. V., flavián, m., & ibáñez-sánchez, s. (2021). Building influencers’ credibility on instagram: effects on followers’ attitudes and behavioral responses toward the influencer. Journal of retailing and consumer services, 61. Https://doi.org/10.1016/j.jretconser.2021.102585
Campbell, c., & farrell, j. R. (2020). More than meets the eye: the functional components underlying influencer marketing. Business horizons, 63(4), 469–479. Https://doi.org/10.1016/j.bushor.2020.03.003
Compas.co.id. (2022, december 16). Https://www.linkedin.com/posts/compas-co-id_skintific-juara-masker-wajah-di-e-commerce-activity-7019603710381105152-2wjg. Compas.co.if.
Crisafulli, b., quamina, l. T., & singh, j. (2022). Competence is power: how digital influencers impact buying decisions in b2b markets. Industrial marketing management, 104, 384–399. Https://doi.org/10.1016/j.indmarman.2022.05.006
Dwivedi, y. K., ismagilova, e., hughes, d. L., carlson, j., filieri, r., jacobson, j., jain, v., karjaluoto, h., kefi, h., krishen, a. S., kumar, v., rahman, m. M., raman, r., rauschnabel, p. A., rowley, j., salo, j., tran, g. A., & wang, y. (2021). Setting the future of digital and social media marketing research: perspectives and research propositions. International journal of information management, 59. Https://doi.org/10.1016/j.ijinfomgt.2020.102168
Eisenbeiss, m., hartmann, s. A., & hornuf, l. (2023). Social media marketing for equity crowdfunding: which posts trigger investment decisions? Finance research letters, 52. Https://doi.org/10.1016/j.frl.2022.103370
Fern yeo, s., ling tan, c., kumar, a., hua tan, k., & kit wong, j. (2022). Investigating the impact of ai-powered technologies on instagrammers’ purchase decisions in digitalization era: a study of the fashion and apparel industry.
Fernandes, s., panda, r., venkatesh, v. G., swar, b. N., & shi, y. (2022). Title page measuring the impact of online reviews on consumer purchase decisions-a scale development study.
Fernandes, t., nettleship, h., & pinto, l. H. (2022). Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness. Journal of retailing and consumer services, 66. Https://doi.org/10.1016/j.jretconser.2022.102917
Guarda, t. A. (2021). Guarda, t. A. (2021). Marketing and smart technologies. Smart innovation, systems and technologies. Singapore: springer, singapore. Guarda, t. A. (2021). Marketing and smart technologies. Smart innovation, systems and technologies. Singapore: springer, singapore.
Gunawan, c. (n.d.). Pengaruh social media advertising (instagram) dan celebrity endorser terhadap keputusan pembelian toko online rubashka.
Hanaysha, j. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: brand trust as a mediator. International journal of information management data insights, 2(2). Https://doi.org/10.1016/j.jjimei.2022.100102
Harda, m., firmanza1, d., & artanti2, y. (2022). Niat membeli online darishopeekonsumen: pengaruh celebrity endorsement, sosial media marketing, dan brand image. Jurnal manajemen pemasaran, 16(2). Https://doi.org/10.9744/pemasaran.16.2.87─95
Herman, l. E., handry, d., & athar, s. (2018). Pengembangan model social media marketing dan keputusan berkunjung: sebuah pendekatan konseptual. Jurnal ilmu komunikasi (j-ika), 2. Http://ejournal.bsi.ac.id/ejurnal/index.php/jika
Jadil, y., rana, n. P., & dwivedi, y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: an emerging market perspective. International journal of information management data insights, 2(1). Https://doi.org/10.1016/j.jjimei.2022.100065
Ki, c.-w. C., park, s., & kim, y.-k. (2020). “inspiration mechanism between social media influencers and consumers.” Global fashion management conference, 2020, 1181–1188. Https://doi.org/10.15444/gmc2020.09.01.02
Kompas.id. (2023, february 28). Https://www.kompas.id/baca/adv_post/skintific-sukses-raih-beragam-penghargaan-dan-jadi-skincare-banyak-dicari. Kompas.id.
Kumar, s., talwar, s., krishnan, s., kaur, p., & dhir, a. (2021). Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust. Journal of retailing and consumer services, 63. Https://doi.org/10.1016/j.jretconser.2021.102668
Lim, w. M., & rasul, t. (2022). Customer engagement and social media: revisiting the past to inform the future. Journal of business research, 148, 325–342. Https://doi.org/10.1016/j.jbusres.2022.04.068
Liu, x., shin, h., & burns, a. C. (2021). Examining the impact of luxury brand’s social media marketing on customer engagement: using big data analytics and natural language processing. Journal of business research, 125, 815–826. Https://doi.org/10.1016/j.jbusres.2019.04.042
Masuda, h., han, s. H., & lee, j. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: mediating roles of characterizations. Technological forecasting and social change, 174. Https://doi.org/10.1016/j.techfore.2021.121246
Muhammad harda dimas firmanza1, y. A. (2022). Online buying intentions of shopee consumers: the influence of celebrity endorsement, social media marketing, and brand image. Jurnal manajemen pemasaran, 16(2), 87–95. Https://doi.org/10.9744/pemasaran.16.2.87─95
Narayana, k. G. S., & rahanatha, g. B. (2020). Peran brand image memediasi social media marketing terhadap keputusan pembelian. E-jurnal manajemen universitas udayana, 9(5), 1962. Https://doi.org/10.24843/ejmunud.2020.v09.i05.p16
Narottama, n., & moniaga, n. E. P. (2022). Pengaruh social media marketing terhadap keputusan pembelian konsumen pada destinasi wisata kuliner di kota denpasar. Jurnal master pariwisata (jumpa), 741. Https://doi.org/10.24843/jumpa.2022.v08.i02.p19
Noviandini, n. P. T., & yasa, n. N. K. (2021). Peran brand trust memediasi pengaruh electronic word of mouth terhadap keputusan pembelian. E-jurnal manajemen universitas udayana, 10(11), 1201. Https://doi.org/10.24843/ejmunud.2021.v10.i11.p08
Pebrianti, w., arweni, a., & awal, m. (2020). Digital marketing, e-wom, brand awareness dan keputusan pembelian kopi milenial. Jurnal ilmu ekonomi & sosial, 11(1), 48–56. Https://doi.org/10.35724/jies.v11i1.2848
Prawira samudra, j., liang, w., ladi, s., gajah mada, j., permai, b., & riau, k. (2021). Pengaruh endorsement influencer instagram terhadap keputusan pembelian pada generasi z. In komunikologi: jurnal pengembangan ilmu komunikasi dan sosial (vol. 5, issue 1).
Putri, g. H., & patria, b. (2018). Pengaruh endorsement selebriti instagram terhadap minat beli remaja putri. Gadjah mada journal of professional psychology (gamajpp), 4(1), 33. Https://doi.org/10.22146/gamajpp.45347
Rayasam, l. S., & khattri, v. (2022). Social media influencer endorsement. International journal of online marketing, 12(1), 1–14. Https://doi.org/10.4018/ijom.299403
Rybaczewska, m., sparks, l., & sułkowski, ł. (2020). Consumers’ purchase decisions and employer image. Journal of retailing and consumer services, 55. Https://doi.org/10.1016/j.jretconser.2020.102123
Safitri, r. A., & barkah, d. (n.d.). Pengaruh content marketing, dan penggunaan kol (key opinion leader) tasya farasya pada produk skincare skintific terhadap minat beli melalui brand awareness di kota pontianak.
Staniewski, m., & awruk, k. (2022a). The influence of instagram on mental well-being and purchasing decisions in a pandemic. Technological forecasting and social change, 174. Https://doi.org/10.1016/j.techfore.2021.121287
Staniewski, m., & awruk, k. (2022b). The influence of instagram on mental well-being and purchasing decisions in a pandemic. Technological forecasting and social change, 174. Https://doi.org/10.1016/j.techfore.2021.121287
Subriadi, a. P., & baturohmah, h. (2021). Social media in marketing of ride-hailing: a systematic literature review. Procedia computer science, 197, 102–109. Https://doi.org/10.1016/j.procs.2021.12.123
Tsai, p. H., lin, g. Y., zheng, y. L., chen, y. C., chen, p. Z., & su, z. C. (2020). Exploring the effect of starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of retailing and consumer services, 56. Https://doi.org/10.1016/j.jretconser.2020.102162
Weinlich, p., & semerádová, t. (2022). Emotional, cognitive and conative response to influencer marketing. New techno humanities, 2(1), 59–69. Https://doi.org/10.1016/j.techum.2022.07.004
Yaacob, a., gan, j. L., & yusuf, s. (2021). The role of online consumer review, social media advertisement and influencer endorsement on purchase intention of fashion apparel during covid-19. Journal of content, community and communication, 14(7), 17–33. Https://doi.org/10.31620/jccc.12.21/03
Yeon, j., park, i., & lee, d. (2019). What creates trust and who gets loyalty in social commerce? Journal of retailing and consumer services, 50, 138–144. Https://doi.org/10.1016/j.jretconser.2019.05.009
Zollo, l., filieri, r., rialti, r., & yoon, s. (2020). Unpacking the relationship between social media marketing and brand equity: the mediating role of consumers’ benefits and experience.
Araujo, c. J. , p. K. A. , q. A. M. , & e. A. (2022). Araujo, c. J., perater, k. A., quicho, a. M., & etrata, a. (2022). Influence of tiktok video advertisements on generation z’s behavior and purchase intention. International journal of social and management studies, 3(2), 140-152. Araujo, c. J., perater, k. A., quicho, a. M., & etrata, a. (2022). Influence of tiktok video advertisements on generation z’s behavior and purchase intention. International journal of social and management studies, 3(2), 140-152, 140–152.
Aw, e. C. X., & chuah, s. H. W. (2021). “stop the unattainable ideal for an ordinary me!” Fostering parasocial relationships with social media influencers: the role of self-discrepancy. Journal of business research, 132, 146–157. Https://doi.org/10.1016/j.jbusres.2021.04.025
Belanche, d., casaló, l. V., flavián, m., & ibáñez-sánchez, s. (2021). Building influencers’ credibility on instagram: effects on followers’ attitudes and behavioral responses toward the influencer. Journal of retailing and consumer services, 61. Https://doi.org/10.1016/j.jretconser.2021.102585
Campbell, c., & farrell, j. R. (2020). More than meets the eye: the functional components underlying influencer marketing. Business horizons, 63(4), 469–479. Https://doi.org/10.1016/j.bushor.2020.03.003
Compas.co.id. (2022, december 16). Https://www.linkedin.com/posts/compas-co-id_skintific-juara-masker-wajah-di-e-commerce-activity-7019603710381105152-2wjg. Compas.co.if.
Crisafulli, b., quamina, l. T., & singh, j. (2022). Competence is power: how digital influencers impact buying decisions in b2b markets. Industrial marketing management, 104, 384–399. Https://doi.org/10.1016/j.indmarman.2022.05.006
Dwivedi, y. K., ismagilova, e., hughes, d. L., carlson, j., filieri, r., jacobson, j., jain, v., karjaluoto, h., kefi, h., krishen, a. S., kumar, v., rahman, m. M., raman, r., rauschnabel, p. A., rowley, j., salo, j., tran, g. A., & wang, y. (2021). Setting the future of digital and social media marketing research: perspectives and research propositions. International journal of information management, 59. Https://doi.org/10.1016/j.ijinfomgt.2020.102168
Eisenbeiss, m., hartmann, s. A., & hornuf, l. (2023). Social media marketing for equity crowdfunding: which posts trigger investment decisions? Finance research letters, 52. Https://doi.org/10.1016/j.frl.2022.103370
Fern yeo, s., ling tan, c., kumar, a., hua tan, k., & kit wong, j. (2022). Investigating the impact of ai-powered technologies on instagrammers’ purchase decisions in digitalization era: a study of the fashion and apparel industry.
Fernandes, s., panda, r., venkatesh, v. G., swar, b. N., & shi, y. (2022). Title page measuring the impact of online reviews on consumer purchase decisions-a scale development study.
Fernandes, t., nettleship, h., & pinto, l. H. (2022). Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness. Journal of retailing and consumer services, 66. Https://doi.org/10.1016/j.jretconser.2022.102917
Guarda, t. A. (2021). Guarda, t. A. (2021). Marketing and smart technologies. Smart innovation, systems and technologies. Singapore: springer, singapore. Guarda, t. A. (2021). Marketing and smart technologies. Smart innovation, systems and technologies. Singapore: springer, singapore.
Gunawan, c. (n.d.). Pengaruh social media advertising (instagram) dan celebrity endorser terhadap keputusan pembelian toko online rubashka.
Hanaysha, j. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: brand trust as a mediator. International journal of information management data insights, 2(2). Https://doi.org/10.1016/j.jjimei.2022.100102
Harda, m., firmanza1, d., & artanti2, y. (2022). Niat membeli online darishopeekonsumen: pengaruh celebrity endorsement, sosial media marketing, dan brand image. Jurnal manajemen pemasaran, 16(2). Https://doi.org/10.9744/pemasaran.16.2.87─95
Herman, l. E., handry, d., & athar, s. (2018). Pengembangan model social media marketing dan keputusan berkunjung: sebuah pendekatan konseptual. Jurnal ilmu komunikasi (j-ika), 2. Http://ejournal.bsi.ac.id/ejurnal/index.php/jika
Jadil, y., rana, n. P., & dwivedi, y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: an emerging market perspective. International journal of information management data insights, 2(1). Https://doi.org/10.1016/j.jjimei.2022.100065
Ki, c.-w. C., park, s., & kim, y.-k. (2020). “inspiration mechanism between social media influencers and consumers.” Global fashion management conference, 2020, 1181–1188. Https://doi.org/10.15444/gmc2020.09.01.02
Kompas.id. (2023, february 28). Https://www.kompas.id/baca/adv_post/skintific-sukses-raih-beragam-penghargaan-dan-jadi-skincare-banyak-dicari. Kompas.id.
Kumar, s., talwar, s., krishnan, s., kaur, p., & dhir, a. (2021). Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust. Journal of retailing and consumer services, 63. Https://doi.org/10.1016/j.jretconser.2021.102668
Lim, w. M., & rasul, t. (2022). Customer engagement and social media: revisiting the past to inform the future. Journal of business research, 148, 325–342. Https://doi.org/10.1016/j.jbusres.2022.04.068
Liu, x., shin, h., & burns, a. C. (2021). Examining the impact of luxury brand’s social media marketing on customer engagement: using big data analytics and natural language processing. Journal of business research, 125, 815–826. Https://doi.org/10.1016/j.jbusres.2019.04.042
Masuda, h., han, s. H., & lee, j. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: mediating roles of characterizations. Technological forecasting and social change, 174. Https://doi.org/10.1016/j.techfore.2021.121246
Muhammad harda dimas firmanza1, y. A. (2022). Online buying intentions of shopee consumers: the influence of celebrity endorsement, social media marketing, and brand image. Jurnal manajemen pemasaran, 16(2), 87–95. Https://doi.org/10.9744/pemasaran.16.2.87─95
Narayana, k. G. S., & rahanatha, g. B. (2020). Peran brand image memediasi social media marketing terhadap keputusan pembelian. E-jurnal manajemen universitas udayana, 9(5), 1962. Https://doi.org/10.24843/ejmunud.2020.v09.i05.p16
Narottama, n., & moniaga, n. E. P. (2022). Pengaruh social media marketing terhadap keputusan pembelian konsumen pada destinasi wisata kuliner di kota denpasar. Jurnal master pariwisata (jumpa), 741. Https://doi.org/10.24843/jumpa.2022.v08.i02.p19
Noviandini, n. P. T., & yasa, n. N. K. (2021). Peran brand trust memediasi pengaruh electronic word of mouth terhadap keputusan pembelian. E-jurnal manajemen universitas udayana, 10(11), 1201. Https://doi.org/10.24843/ejmunud.2021.v10.i11.p08
Pebrianti, w., arweni, a., & awal, m. (2020). Digital marketing, e-wom, brand awareness dan keputusan pembelian kopi milenial. Jurnal ilmu ekonomi & sosial, 11(1), 48–56. Https://doi.org/10.35724/jies.v11i1.2848
Prawira samudra, j., liang, w., ladi, s., gajah mada, j., permai, b., & riau, k. (2021). Pengaruh endorsement influencer instagram terhadap keputusan pembelian pada generasi z. In komunikologi: jurnal pengembangan ilmu komunikasi dan sosial (vol. 5, issue 1).
Putri, g. H., & patria, b. (2018). Pengaruh endorsement selebriti instagram terhadap minat beli remaja putri. Gadjah mada journal of professional psychology (gamajpp), 4(1), 33. Https://doi.org/10.22146/gamajpp.45347
Rayasam, l. S., & khattri, v. (2022). Social media influencer endorsement. International journal of online marketing, 12(1), 1–14. Https://doi.org/10.4018/ijom.299403
Rybaczewska, m., sparks, l., & sułkowski, ł. (2020). Consumers’ purchase decisions and employer image. Journal of retailing and consumer services, 55. Https://doi.org/10.1016/j.jretconser.2020.102123
Safitri, r. A., & barkah, d. (n.d.). Pengaruh content marketing, dan penggunaan kol (key opinion leader) tasya farasya pada produk skincare skintific terhadap minat beli melalui brand awareness di kota pontianak.
Staniewski, m., & awruk, k. (2022a). The influence of instagram on mental well-being and purchasing decisions in a pandemic. Technological forecasting and social change, 174. Https://doi.org/10.1016/j.techfore.2021.121287
Staniewski, m., & awruk, k. (2022b). The influence of instagram on mental well-being and purchasing decisions in a pandemic. Technological forecasting and social change, 174. Https://doi.org/10.1016/j.techfore.2021.121287
Subriadi, a. P., & baturohmah, h. (2021). Social media in marketing of ride-hailing: a systematic literature review. Procedia computer science, 197, 102–109. Https://doi.org/10.1016/j.procs.2021.12.123
Tsai, p. H., lin, g. Y., zheng, y. L., chen, y. C., chen, p. Z., & su, z. C. (2020). Exploring the effect of starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of retailing and consumer services, 56. Https://doi.org/10.1016/j.jretconser.2020.102162
Weinlich, p., & semerádová, t. (2022). Emotional, cognitive and conative response to influencer marketing. New techno humanities, 2(1), 59–69. Https://doi.org/10.1016/j.techum.2022.07.004
Yaacob, a., gan, j. L., & yusuf, s. (2021). The role of online consumer review, social media advertisement and influencer endorsement on purchase intention of fashion apparel during covid-19. Journal of content, community and communication, 14(7), 17–33. Https://doi.org/10.31620/jccc.12.21/03
Yeon, j., park, i., & lee, d. (2019). What creates trust and who gets loyalty in social commerce? Journal of retailing and consumer services, 50, 138–144. Https://doi.org/10.1016/j.jretconser.2019.05.009
Zollo, l., filieri, r., rialti, r., & yoon, s. (2020). Unpacking the relationship between social media marketing and brand equity: the mediating role of consumers’ benefits and experience.