The role of social media activities towards brand image and its impact on satisfaction, emotional attachment, and repurchase intention in beauty products
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Abstract
The beauty product industry in Indonesia has great potential, so it is important for manufacturers to be able to maintain loyal consumers in order to continue to grow. This study aims to test the effect of social media benefits, social media rewards, social media interactivity, and perceived quality on brand image, as well as the effect of brand image on emotional attachment, repurchase intention and satisfaction. Likewise with the effect of satisfaction on repurchase intention and brand commitment. This study was conducted quantitatively with a causal approach. This study was conducted on 233 Somethinc consumers obtained using purposive sampling, namely sampling with the criteria of consumers who have used Somethinc products at least once. The results of this study indicate that social media benefits, social media rewards and perceived quality have a significant and positive effect on brand image, while social media interactivity has no effect on brand image. The results also show that brand image has a significant effect on emotional attachment, repurchase intention and satisfaction, as well as a significant and positive effect of satisfaction on repurchase intention and brand commitment
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How to Cite
Yunna, W., & Berlianto, M. P. (2025). The role of social media activities towards brand image and its impact on satisfaction, emotional attachment, and repurchase intention in beauty products. Enrichment : Journal of Management, 14(6), 1088-1098. https://doi.org/10.35335/enrichment.v14i6.2186
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Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Bidari, L. N., & Kurniawan, I. (2023). The influence of brand ambassador and brand image on skincare products on purchase interest. Enrichment: Journal of Management, 13(2).
Büyükdağ, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal, 9(4), 1380–1398. https://doi.org/10.15295/bmij.v9i4.1902
Chen, A. H., & Wu, R. Y. (2022). Mediating Effect of Brand Image and Satisfaction on Loyalty through Experiential Marketing: A Case Study of a Sugar Heritage Destination. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127122
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Nguyen, T. T. H. (2021). The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam. Journal of International Economics and Management, 20(3), 60–74. https://doi.org/10.38203/jiem.020.3.0016
Praja, A. D., & Haryono, T. (2022). The Effect Of Brand Image And Product Quality On Repurchase Intention Mediated By Consumer Satisfaction Study At Uniqlo In Solo. International Journal of Economics, Business and Accounting Research (IJEBAR), 33(1), 1–12.
Prakasa Restuputra, M. D., & Rahanatha, G. B. (2020). Promosi Penjualan, Store Atmosphere, Dan Brand Image Berpengaruh Terhadap Repurchase Intention. E-Jurnal Manajemen Universitas Udayana, 9(8), 3019. https://doi.org/10.24843/ejmunud.2020.v09.i08.p07
Rizwan, M., Javed, P. A., Aslam, J., Khan, R., & Bibi, H. (2014). The relationship of Brand Commitment, Brand Credibility, Perceived Quality, Customer Satisfaction and brand loyalty: an empirical study on Stylo shoes. Journal of Sociological Research, 5(1), 377–404. https://doi.org/10.5296/jsr.v5i1.6572
Santoso, A. (2020). Psychological effect of brand image and brand reputation on sustainable firm performance in Indonesian logistics. Contemporary Economics, 14(4), 425–440. https://doi.org/10.5709/ce.1897-9254.415
Savira, R. (2022). Generasi Milenial “Melek” Teknologi untuk Indonesia yang Lebih Maju dan Sejahtera - Kompasiana.com. Kompasiana.Com. https://www.kompasiana.com/rizasavira9638/6236db87cfca513b21087ab2/generasi-milenial-melek-teknologi-untuk-indonesia-yang-lebih-maju-dan-sejahtera
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Tirtayasa, S., Pirari, W. S., & Sari, M. (2021). E-Satisfaction And E-Loyalty : The Role Of Brand Image And E-. 158, 1–26. https://doi.org/10.24034/j25485024.y2024.v8.i1.5677
Tufahati, N., Barkah, C. S., Tresna, P. W., & Chan, A. (2021). The Impact of Customer Satisfaction on Repurchase Intention (Surveys on Customer of Bloomythings). Journal of Business & Applied Management, 14(2), 177. https://doi.org/10.30813/jbam.v14i2.3098
Valensia, A., & Candy. (2022). Pengaruh dari Brand Image, Perceived Quality, dan Brand Awareness Terhadap Customer Satisfaction dan Brand Loyalty Starbucks. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 14(2), 191–214. https://doi.org/10.24905/permana.v14i2.234
Walangitan, O. C. (2021). Pengaruh Kualitas Produk terhadap Keputusan Pembelian Skincare Scarlett Whitening pada Platform Digital. 2(4), 2–5.
Zunaini, R., Rejeki, A., & Fitri Sholichah, I. (2021). the Influence of Brand Image on Repurchase Intention on Cement Products in Store X. Journal Universitas Muhammadiyah Gresik Engineering, Social Science
Ali, A., & Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Jindal Journal of Business Research, 8(2), 142–157. https://doi.org/10.1177/2278682119850275
Anabir, H. (2023). The impact of brand love and brand satisfaction in developping online repurchase intention: Literature review. International Journal of Financial Accountability, Economics, Management, and Auditing, 5(3), 300–307.
Araújo, J., Pereira, I. V., & Santos, J. D. (2023). The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction. Administrative Sciences, 13(5). https://doi.org/10.3390/admsci13050118
Ardiansyah, & Setiawan, M. B. (2022). The Effect Of Brand Awareness, Brand Image, And Perceived Quality On Customer Satisfaction (Study On Cafe Mr.K BSB). Journal Economics, 11(12), 875–883. https://doi.org/10.6007/ijarbss/v8-i12/5375
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Bidari, L. N., & Kurniawan, I. (2023). The influence of brand ambassador and brand image on skincare products on purchase interest. Enrichment: Journal of Management, 13(2).
Büyükdağ, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal, 9(4), 1380–1398. https://doi.org/10.15295/bmij.v9i4.1902
Chen, A. H., & Wu, R. Y. (2022). Mediating Effect of Brand Image and Satisfaction on Loyalty through Experiential Marketing: A Case Study of a Sugar Heritage Destination. Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127122
Dwivedi, A., Johnson, L. W., Wilkie, D. C., & De Araujo-Gil, L. (2019). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing, 53(6), 1176–1204. https://doi.org/10.1108/EJM-09-2016-0511
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. In International Journal of Information Management Data Insights (Vol. 2, Issue 2). https://doi.org/10.1016/j.jjimei.2022.100102
Hanifati, L. N., & Salehudin, I. (2021). The Effect of Perceived Product Quality, Brand Personality, and Loyalty on Brand Switching Intention of Technological Products. The South East Asian Journal of Management, 15(2). https://doi.org/10.21002/seam.v15i2.13336
Haris, M., Nasir, N., & Cheema, S. (2022). The Impact of Social Media Activities on Emotional Attachment with the Mediating Role of Brand Image and Brand Commitment of Retail Sector. Review of Education, Administration & Law, 5(2), 173–188. https://doi.org/10.47067/real.v5i2.228
Ishmael, & Dei, R. (2018). Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. Journal of Tourism, Heritage & Services Marketing, 4(1), 27–36. http://doi.org/10.5281/zenodo.1247542
Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9(November 2016), 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
Manyiwa, S., Priporas, C. V., & Wang, X. L. (2018). Influence of perceived city brand image on emotional attachment to the city. Journal of Place Management and Development, 11(1), 60–77. https://doi.org/10.1108/JPMD-01-2017-0011
Meisaroh, F., Sudarmiatin Sudarmiatin, & Agus Hermawan. (2022). the Effect of E-Service Quality on Repurchase Intention Through E-Trust and E-Satisfaction (Study of B2B Emos Marketplace’S User in Malang). Journal of Management and Informatics, 1(3), 07–15. https://doi.org/10.51903/jmi.v1i3.142
Mutia, A. (2022). Makin Meroket, Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp111,83 Triliun pada 2022. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/12/05/makin-meroket-pendapatan-produk-kecantikan-dan-perawatan-diri-di-ri-capai-rp11183-triliun-pada-2022
Nguyen, T. T. H. (2021). The effect of brand image, perceived quality and brand experience on customer loyalty: an empirical investigation in the telecommunication industry in Vietnam. Journal of International Economics and Management, 20(3), 60–74. https://doi.org/10.38203/jiem.020.3.0016
Praja, A. D., & Haryono, T. (2022). The Effect Of Brand Image And Product Quality On Repurchase Intention Mediated By Consumer Satisfaction Study At Uniqlo In Solo. International Journal of Economics, Business and Accounting Research (IJEBAR), 33(1), 1–12.
Prakasa Restuputra, M. D., & Rahanatha, G. B. (2020). Promosi Penjualan, Store Atmosphere, Dan Brand Image Berpengaruh Terhadap Repurchase Intention. E-Jurnal Manajemen Universitas Udayana, 9(8), 3019. https://doi.org/10.24843/ejmunud.2020.v09.i08.p07
Rizwan, M., Javed, P. A., Aslam, J., Khan, R., & Bibi, H. (2014). The relationship of Brand Commitment, Brand Credibility, Perceived Quality, Customer Satisfaction and brand loyalty: an empirical study on Stylo shoes. Journal of Sociological Research, 5(1), 377–404. https://doi.org/10.5296/jsr.v5i1.6572
Santoso, A. (2020). Psychological effect of brand image and brand reputation on sustainable firm performance in Indonesian logistics. Contemporary Economics, 14(4), 425–440. https://doi.org/10.5709/ce.1897-9254.415
Savira, R. (2022). Generasi Milenial “Melek” Teknologi untuk Indonesia yang Lebih Maju dan Sejahtera - Kompasiana.com. Kompasiana.Com. https://www.kompasiana.com/rizasavira9638/6236db87cfca513b21087ab2/generasi-milenial-melek-teknologi-untuk-indonesia-yang-lebih-maju-dan-sejahtera
Sutanto, W. D. R., & Kussudyarsana, K. (2024). The Role of Brand Trust, Brand Image, Brand Equity on Repurchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 119–128. https://doi.org/10.37641/jimkes.v12i1.2395
Sutiani, L. (2022). Top 10 Brand Serum Wajah Terlaris 2022 di E-Commerce: Scarlett Duduki Peringkat 1 - Compas. Https://Compas.Co.Id/. https://compas.co.id/article/serum-wajah-terlaris-2022/
Tirtayasa, S., Pirari, W. S., & Sari, M. (2021). E-Satisfaction And E-Loyalty : The Role Of Brand Image And E-. 158, 1–26. https://doi.org/10.24034/j25485024.y2024.v8.i1.5677
Tufahati, N., Barkah, C. S., Tresna, P. W., & Chan, A. (2021). The Impact of Customer Satisfaction on Repurchase Intention (Surveys on Customer of Bloomythings). Journal of Business & Applied Management, 14(2), 177. https://doi.org/10.30813/jbam.v14i2.3098
Valensia, A., & Candy. (2022). Pengaruh dari Brand Image, Perceived Quality, dan Brand Awareness Terhadap Customer Satisfaction dan Brand Loyalty Starbucks. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 14(2), 191–214. https://doi.org/10.24905/permana.v14i2.234
Walangitan, O. C. (2021). Pengaruh Kualitas Produk terhadap Keputusan Pembelian Skincare Scarlett Whitening pada Platform Digital. 2(4), 2–5.
Zunaini, R., Rejeki, A., & Fitri Sholichah, I. (2021). the Influence of Brand Image on Repurchase Intention on Cement Products in Store X. Journal Universitas Muhammadiyah Gresik Engineering, Social Science