Impact of marketing communication strategy through social media to increase brand awareness and purchase intention beauty products
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Abstract
The beauty industry in the Indonesian market is quite competitive with many brands emerging in the last decade, where digitalization has also completely changed how marketing is done through social media. This study is to investigate how brand recognition and purchase intention are affected by social media marketing that incorporates entertainment, interaction, trendiness, personalization, and e-wom aspects. The study was conducted quantitatively on 253 respondents who had used beauty products from the Sephora brand. The study's findings demonstrated that all of the hypotheses were supported, indicating that social media marketing that incorporates trendiness, entertainment, interaction, customization, and e-wom dimensions can significantly and favorably affect both brand awareness and purchase intention
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How to Cite
Syalsabilla, D. O., & Budiono, S. (2024). Impact of marketing communication strategy through social media to increase brand awareness and purchase intention beauty products. Enrichment : Journal of Management, 14(5), 947-955. https://doi.org/10.35335/enrichment.v14i5.2135
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Zhang, G. (2023). The Influence of Social Media Marketing on Consumers’ Behavior. Advances in Economics, Management and Political Sciences, 20(1), 119–124. https://doi.org/10.54254/2754-1169/20/20230181
Anjaya, A., & Dwita, V. (2023). The impact of online customer review on purchase intention with trust as a mediating variable. Marketing Management Studies, 3(4), 407–417. https://doi.org/10.24036/mms.v3i4.457
Balakrishnan, L., & Jindger, G. S. (2021). Impact of Social Media Bonding and Brand Awareness on Brand Image, Brand trust and Purchase Intention of Gen Z Women Consumers. Utkal Historical Research Journal, 34(Xiii), 114–122.
Barysevich, A. (2023). How social media influence 71% consumer buying decisions. Https://Www.Searchenginewatch.Com/. https://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-decisions/
Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080
Coursaris, C. K., & Van Osch, W. (2016). Beauty brands versus vloggers: Exploring the effects of source credibility on information adoption on youtube. 24th European Conference on Information Systems, ECIS 2016, 16–25. https://doi.org/10.1007/978-3-319-39396-4
Dülek, B., & Saydan, R. (2019). the Impact of Social Media Advertisement Awareness on Brand Awareness, Brand Image, Brand Attitude and Brand Loyalty: a Research on University Students. International Journal of Contemporary Economics and Administrative Sciences, 9(2), 470–494. https://doi.org/10.5281/zenodo.Companies
Hair, J. F., M. Hult, G. T., M. Ringle, C., Sarstedt, & Marko. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) [3 ed]. In Angewandte Chemie International Edition, 6(11), 951–952. (Vol. 3, Issue 1). https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (ke-16). Harlow : Pearson Education.
Kumari, K. W. S. N. (2022). How Social Media Marketing Activities Influence Brand Loyalty through Brand Identity and Brand Awareness during COVID-19. Studies of Applied Economics, 40(3). https://doi.org/10.25115/eea.v40i3.6661
Kyguolienė, A., & Zikienė, K. (2021). Impact of Brand Equity on Purchase Intentions Buying Food Products in Lithuania. Management Theory and Studies for Rural Business and Infrastructure Development, 43(3), 373–382. https://doi.org/10.15544/mts.2021.34
Ling, S., Zheng, C., & Cho, D. (2023). How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behavioral Sciences, 13(8). https://doi.org/10.3390/bs13080672
Malarvizhi, C. A., Al Mamun, A., Jayashree, S., Naznen, F., & Abir, T. (2022). Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8(8), e10145. https://doi.org/10.1016/j.heliyon.2022.e10145
Mumtaz, R. (2019). Awareness and perspectives social media as new strategic marketing approach in minor industries; notion grounded on AIDA model. Journal of Content, Community and Communication, 10(5), 213–224. https://doi.org/10.31620/JCCC.12.19/22
Pahlevi, R. (2022). Survei: 54% Konsumen Kosmetik Lebih Pilih Brand Lokal. Https://Databoks.Katadata.Co.Id/. https://databoks.katadata.co.id/datapublish/2022/09/04/survei-54-konsumen-kosmetik-lebih-pilih-brand-lokal
Patrada, R., & Andajani, E. (2021). Effect and Consequence e-Customer Satisfaction for e-Commerce Users. IPTEK Journal of Proceedings Series, 0(1), 219. https://doi.org/10.12962/j23546026.y2020i1.8491
Putri, V. N., & Valentina, R. A. (2022). Perlindungan Hukum Terhadap Notaris/Ppat Terkait Dokumen Palsu Melalui Card Reader. Palar | Pakuan Law Review, 8(1), 500–514. https://doi.org/10.33751/palar.v8i1.5251
Sahir, S. H. (2022). Metodologi Penelitian. KBM Indonesia.
Senalasari, W., Setiaji, M., & Khrisnamurti, N. (2024). Optimizing Brand Awareness and Purchase Intent in Travel Agents: Communication Strategy through Social Media Marketing. Journal of Marketing Innovation (JMI), 4(1), 42–55. https://doi.org/10.35313/jmi.v4i1.98
Septiani, L. (2023). TikTok Dinilai Jadi Ancaman Shopee, Lazada, Amazon hingga Alibaba - E-commerce Katadata.co.id. Katadata. https://katadata.co.id/desysetyowati/digital/64e482ffe6bf6/tiktok-dinilai-jadi-ancaman-shopee-lazada-amazon-hingga-alibaba
Sivaram, M., Hudaya, A., & Hapzi, A. (2019). Building a Purchase and Prchase Decision: Analysis of Brand Awareness and Brand Loyalty (Case Study of Private Label Products at Alfamidi Stores In Tangerang City). Dijemss, 1(2), 235–248. https://doi.org/10.31933/DIJEMSS
Thuy, rinh T. T., & Cuu, L. L. P. (2023). A Study of the Impact of Social Media Marketing Efforts on Brand Awareness in the Real Estate Industry in Vietnam. International Journal of Business and Economics Research, 12(1), 18–26. https://doi.org/10.11648/j.ijber.20231201.13
Tsarashafa, T. A., & Qastharin, A. R. (2021). How Fashion Influencer Contributes To Consumers’ Purchase Intention of University Student. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 209–227. https://doi.org/10.35631/aijbes.39015
Weng, L., Huang, Z., & Bao, J. (2021). A model of tourism advertising effects. Tourism Management, 85(October 2020), 104278. https://doi.org/10.1016/j.tourman.2020.104278
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies. Marketing Intelligence and Planning, July. https://doi.org/10.1108/MIP-06-2023-0248
Zhang, G. (2023). The Influence of Social Media Marketing on Consumers’ Behavior. Advances in Economics, Management and Political Sciences, 20(1), 119–124. https://doi.org/10.54254/2754-1169/20/20230181