The Effect of Social Media Marketing, Influencer Marketing, and Consumer Engagement on Purchase Intention in Local Cosmetic Products
##plugins.themes.academic_pro.article.sidebar##
Published
Dec 19, 2022
Download
Statistic
Downloads
Download data is not yet available.
##plugins.themes.academic_pro.article.main##
Abstract
This study aims to analyze the impact of social media marketing, influencer marketing, and consumer engagement on purchase intention in local cosmetic products. This study used quantitative methods and data collected by questionnaire technique. The respondent's study included as many as 226 people living in Batam City on the condition that they purchased local cosmetic products. Four hypotheses were formulated and tested using t-test analysis. The results showed that influencer marketing and consumer engagement significantly positively affected purchase intention. Meanwhile, the impact of social media marketing on purchase intentions was insignificant.
##plugins.themes.academic_pro.article.details##
How to Cite
Lim, S., & Erilia Kesumahati. (2022). The Effect of Social Media Marketing, Influencer Marketing, and Consumer Engagement on Purchase Intention in Local Cosmetic Products . Enrichment : Journal of Management, 12(5), 4043-4051. https://doi.org/10.35335/enrichment.v12i5.942
References
Aji, P. M., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91–104. https://doi.org/10.5267/j.ijdns.2020.3.002
Areeba Toor, M. H. and T. H. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093–1104. https://doi.org/10.5267/j.msl.2019.3.015
Barhemmati, N., & Ahmad, A. (2015). Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement. Journal of Advanced Management Science, 3(4), 307–311. https://doi.org/10.12720/joams.3.4.307-311
Binwani, K. J., & Ho, J. S. Y. (2019). Effects of Social Media on Adolescents. International Multilingual Academic Journal, 1(2), 1–10.
Bismo, A., Putra, S., & Melysa. (2019). Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: A case study at PT. Soltius Indonesia. Proceedings of 2019 International Conference on Information Management and Technology, ICIMTech 2019, 1(August), 109–114. https://doi.org/10.1109/ICIMTech.2019.8843763
Buffer. (2019). State of social 2019 [online]. https://buffer.com/state-of- social-2019
Choedon, T., Business, I., Course, C., & Lee, Y. (2020). The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms. 지식경영연구, 21(3), 141–160. https://doi.org/10.15813/kmr.2020.21.3.008
Christy Ashley and Tracy Tuten. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, Vol. 32(1)(6), 461–469. https://doi.org/10.1002/mar
Compas.co.id. (n.d.). Data Penjualan Kosmetik Wajah: Brand Lokal Kuat Bersaing. Compas.Co.Id. https://compas.co.id/article/data-penjualan-kosmetik/
Cooley, D., & Parks-Yancy, R. (2019). The Effect of Social Media on Perceived Information Credibility and Decision Making. Journal of Internet Commerce, 18(3), 249–269. https://doi.org/10.1080/15332861.2019.1595362
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Doan, E. Z. (2019). Size of the cosmetics market in the Asia Pacific region from 2015 to 2020 (in billion U.S. dollars). https://www.statista.com/statistics/550547/cosmetic-market-size-asia-pacific/
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Farrok, F., & Abeysekara, N. (2016). Influence of social media marketing on customer engagement. International Journal of Business and Management Invention, 5(12), 115–125. www.ijbmi.org
Febriana, M., & Yulianto, E. (2018). Pengaruh Online Consumer Revew Oleh Beauty Vlogger Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 58(1), 1–9.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 Edisi Ke-9 (Edisi Ke-9). Universitas Diponegoro.
Ghozali Imam, H. L. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang.
Herhold, K. (2018). The Importance of Digital Marketing in 2018. Retrieved from Business 2 Community. https://www.business2community.com/digital-marketing/theimportance-of-digital-marketing-in-2018-02101555
Hootsuite (We are Social). (2021). Indonesian Digital Report 2021 – Andi DwiRiyanto, Dosen, Praktisi, Konsultan, Pembicara: E-bisnis/Digital Marketing/Promotion/Internet marketing, SEO, Technopreneur, Fasilitator Google Gapura Digital yogyakarta.
Imtiaz, R., Ul Ain Kazmi, S. Q., Amjad, M., & Aziz, A. (2019). The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093–1104. https://doi.org/10.5267/j.msl.2019.3.015
Indriantoro Nur, dan Supomo, B. (2013). Metodologi Penelitian Bisnis Untuk Akuntansi & Manajemen. Yogyakarta: BPFE.
Joe F Hair Jr, Marko Sarstedt, Lucas Hopkins, V. G. K. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research.
Kristiani, N., & Pipiyanti, N. W. L. (2020). The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company). 145(Icebm 2019), 433–438. https://doi.org/10.2991/aebmr.k.200626.073
Kusuma, M., & Santika, I. (2017). Pengaruh Celebrity Endorser, Brand Image Dan Kualitas Produk Terhadap Niat Beli Sepeda Motor Honda Vario 125 Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 6(4), 255210.
Lisichkova, N., & Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent. May 2017, 1–64. http://www.diva-portal.org/smash/get/diva2:1109584/FULLTEXT01.pdf
Lu, Z. (2021). The influence of social media marketing on the behavior of consumers purchasing cosmetic product -A comparative study of China and Sweden The influence of social media marketing on the behavior of consumers purchasing cosmetic product — A comparative stud. December 2020.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons. https://isiarticles.com/bundles/Article/pre/pdf/190.pdf
Munawar Asep, Hurriyati, R. (2020). Ekonomi dan Kebijakan Publik Indonesia PENGARUH PEMASARAN JEJARING MEDIA SOSIAL TERHADAP NIAT BELI KONSUMEN (Survei pada Mahasiswa STIE Wikara). Jurnal Ekonomi Dan Kebijakan Publik Indonesia, 7(1), 77–87.
Prabowo, H., Sari, R. K., & Bangapadang, S. (2020). The Impact of Social Network Marketing on University Students’ Purchase Intention and How It Is Affected of Consumer Engagement. IJNMT (International Journal of New Media Technology), 6(2), 87–91. https://doi.org/10.31937/ijnmt.v6i2.1243
Pütter, M. (2017). The Impact of Social Media on Consumer Buying Intention. Journal of International Business Research and Marketing, 3(1), 7–13. https://doi.org/10.18775/jibrm.1849-8558.2015.31.3001
Raunaq Dash, & M Piyushkant. (2020). Effect of Social Media Advertisements on Consumer Purchase Intentions. International Journal of Engineering and Management Research, 10(5), 110–118. https://doi.org/10.31033/ijemr.10.5.19
Rudyanto, R. (2018). Pengaruh Pemasaran Jejaring Media Sosial Dan Keterkaitan Konsumen Terhadap Niat Beli Konsumen. Jurnal Manajemen Dan Pemasaran Jasa, 11(2), 177. https://doi.org/10.25105/jmpj.v11i2.3126
Sijabat, D. C. S., Saputra, F. D., Ikhsan, R. B., & Yuniarty. (2020). The impact of social network marketing and customer engagement on purchase intentions in wedding service business. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 97–102. https://doi.org/10.1109/ICIMTech50083.2020.9211285
Simić Nataša, Petrović Vesna, A. D. (2019). Advantages and disadvantages of advertising by social networks. Journal of Process Management. New Technologies.
Statista. (2021). Instagram: distribution of global audiences 2021, by age group. february 1. https://www.statista.com/statistics/325587/instagram-global-age-group/
Sugiyono, P. D. (2014). Populasi dan sampel. Metode Penelitian Kuantitatif, Kualitatif Dan R&D, 291, 292.
Sugiyono, P. D. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung, 225.
Tankovska, H. (2021). facebook - statistics & facts. https://www.statista.com/topics/751/facebook/
Tanzaretha, C., & Rodhiah, R. (2021). Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal), 2396–2405. https://doi.org/10.33258/birci.v5i1.3841
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour Duangruthai Voramontri * and Leslie Klieb. Int. J. Information and Decision Sciences, 11(3), 209–233. https://www.inderscience.com/jhome.php?jcode=ijids
Watung, M., Massie, J. D. D., & Ogi, I. W. J. (2022). M . Watung ., J . D . D . Massie ., I . W . J . Ogi . PENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSER DENGAN BRAND IMAGE TERHADAP PURCHASE INTENTION PEMBELIAN TIKET ONLINE ( STUDI PADA SITUS TRAVELOKA ) INFLUENCE OF ELECTRONIC WORD OF MOUTH AND C. 10(1), 1181–1191.
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(8), 17–33. https://doi.org/10.31620/JCCC.12.21/03
Areeba Toor, M. H. and T. H. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093–1104. https://doi.org/10.5267/j.msl.2019.3.015
Barhemmati, N., & Ahmad, A. (2015). Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement. Journal of Advanced Management Science, 3(4), 307–311. https://doi.org/10.12720/joams.3.4.307-311
Binwani, K. J., & Ho, J. S. Y. (2019). Effects of Social Media on Adolescents. International Multilingual Academic Journal, 1(2), 1–10.
Bismo, A., Putra, S., & Melysa. (2019). Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: A case study at PT. Soltius Indonesia. Proceedings of 2019 International Conference on Information Management and Technology, ICIMTech 2019, 1(August), 109–114. https://doi.org/10.1109/ICIMTech.2019.8843763
Buffer. (2019). State of social 2019 [online]. https://buffer.com/state-of- social-2019
Choedon, T., Business, I., Course, C., & Lee, Y. (2020). The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms. 지식경영연구, 21(3), 141–160. https://doi.org/10.15813/kmr.2020.21.3.008
Christy Ashley and Tracy Tuten. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, Vol. 32(1)(6), 461–469. https://doi.org/10.1002/mar
Compas.co.id. (n.d.). Data Penjualan Kosmetik Wajah: Brand Lokal Kuat Bersaing. Compas.Co.Id. https://compas.co.id/article/data-penjualan-kosmetik/
Cooley, D., & Parks-Yancy, R. (2019). The Effect of Social Media on Perceived Information Credibility and Decision Making. Journal of Internet Commerce, 18(3), 249–269. https://doi.org/10.1080/15332861.2019.1595362
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Doan, E. Z. (2019). Size of the cosmetics market in the Asia Pacific region from 2015 to 2020 (in billion U.S. dollars). https://www.statista.com/statistics/550547/cosmetic-market-size-asia-pacific/
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Farrok, F., & Abeysekara, N. (2016). Influence of social media marketing on customer engagement. International Journal of Business and Management Invention, 5(12), 115–125. www.ijbmi.org
Febriana, M., & Yulianto, E. (2018). Pengaruh Online Consumer Revew Oleh Beauty Vlogger Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis (JAB), 58(1), 1–9.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 Edisi Ke-9 (Edisi Ke-9). Universitas Diponegoro.
Ghozali Imam, H. L. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang.
Herhold, K. (2018). The Importance of Digital Marketing in 2018. Retrieved from Business 2 Community. https://www.business2community.com/digital-marketing/theimportance-of-digital-marketing-in-2018-02101555
Hootsuite (We are Social). (2021). Indonesian Digital Report 2021 – Andi DwiRiyanto, Dosen, Praktisi, Konsultan, Pembicara: E-bisnis/Digital Marketing/Promotion/Internet marketing, SEO, Technopreneur, Fasilitator Google Gapura Digital yogyakarta.
Imtiaz, R., Ul Ain Kazmi, S. Q., Amjad, M., & Aziz, A. (2019). The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel. Management Science Letters, 9(7), 1093–1104. https://doi.org/10.5267/j.msl.2019.3.015
Indriantoro Nur, dan Supomo, B. (2013). Metodologi Penelitian Bisnis Untuk Akuntansi & Manajemen. Yogyakarta: BPFE.
Joe F Hair Jr, Marko Sarstedt, Lucas Hopkins, V. G. K. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research.
Kristiani, N., & Pipiyanti, N. W. L. (2020). The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company). 145(Icebm 2019), 433–438. https://doi.org/10.2991/aebmr.k.200626.073
Kusuma, M., & Santika, I. (2017). Pengaruh Celebrity Endorser, Brand Image Dan Kualitas Produk Terhadap Niat Beli Sepeda Motor Honda Vario 125 Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 6(4), 255210.
Lisichkova, N., & Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent. May 2017, 1–64. http://www.diva-portal.org/smash/get/diva2:1109584/FULLTEXT01.pdf
Lu, Z. (2021). The influence of social media marketing on the behavior of consumers purchasing cosmetic product -A comparative study of China and Sweden The influence of social media marketing on the behavior of consumers purchasing cosmetic product — A comparative stud. December 2020.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons. https://isiarticles.com/bundles/Article/pre/pdf/190.pdf
Munawar Asep, Hurriyati, R. (2020). Ekonomi dan Kebijakan Publik Indonesia PENGARUH PEMASARAN JEJARING MEDIA SOSIAL TERHADAP NIAT BELI KONSUMEN (Survei pada Mahasiswa STIE Wikara). Jurnal Ekonomi Dan Kebijakan Publik Indonesia, 7(1), 77–87.
Prabowo, H., Sari, R. K., & Bangapadang, S. (2020). The Impact of Social Network Marketing on University Students’ Purchase Intention and How It Is Affected of Consumer Engagement. IJNMT (International Journal of New Media Technology), 6(2), 87–91. https://doi.org/10.31937/ijnmt.v6i2.1243
Pütter, M. (2017). The Impact of Social Media on Consumer Buying Intention. Journal of International Business Research and Marketing, 3(1), 7–13. https://doi.org/10.18775/jibrm.1849-8558.2015.31.3001
Raunaq Dash, & M Piyushkant. (2020). Effect of Social Media Advertisements on Consumer Purchase Intentions. International Journal of Engineering and Management Research, 10(5), 110–118. https://doi.org/10.31033/ijemr.10.5.19
Rudyanto, R. (2018). Pengaruh Pemasaran Jejaring Media Sosial Dan Keterkaitan Konsumen Terhadap Niat Beli Konsumen. Jurnal Manajemen Dan Pemasaran Jasa, 11(2), 177. https://doi.org/10.25105/jmpj.v11i2.3126
Sijabat, D. C. S., Saputra, F. D., Ikhsan, R. B., & Yuniarty. (2020). The impact of social network marketing and customer engagement on purchase intentions in wedding service business. Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020, August, 97–102. https://doi.org/10.1109/ICIMTech50083.2020.9211285
Simić Nataša, Petrović Vesna, A. D. (2019). Advantages and disadvantages of advertising by social networks. Journal of Process Management. New Technologies.
Statista. (2021). Instagram: distribution of global audiences 2021, by age group. february 1. https://www.statista.com/statistics/325587/instagram-global-age-group/
Sugiyono, P. D. (2014). Populasi dan sampel. Metode Penelitian Kuantitatif, Kualitatif Dan R&D, 291, 292.
Sugiyono, P. D. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung, 225.
Tankovska, H. (2021). facebook - statistics & facts. https://www.statista.com/topics/751/facebook/
Tanzaretha, C., & Rodhiah, R. (2021). Experience Quality, Customer Brand Engagement, Brand Performance and Brand Loyalty to Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal), 2396–2405. https://doi.org/10.33258/birci.v5i1.3841
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour Duangruthai Voramontri * and Leslie Klieb. Int. J. Information and Decision Sciences, 11(3), 209–233. https://www.inderscience.com/jhome.php?jcode=ijids
Watung, M., Massie, J. D. D., & Ogi, I. W. J. (2022). M . Watung ., J . D . D . Massie ., I . W . J . Ogi . PENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSER DENGAN BRAND IMAGE TERHADAP PURCHASE INTENTION PEMBELIAN TIKET ONLINE ( STUDI PADA SITUS TRAVELOKA ) INFLUENCE OF ELECTRONIC WORD OF MOUTH AND C. 10(1), 1181–1191.
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(8), 17–33. https://doi.org/10.31620/JCCC.12.21/03