The Effect of Social Media Marketing Activities to Purchase Intention

Abstract

Internet has evolved significantly from its establishment and it proceeds to do so. In addition, the Internet has become a part of people’s daily life. With the increasing number of internet users and various things that can be achieved through the internet, social media is also experiencing developments. This goes the same with marketing concept, where now the traditional marketing is shifted to modern marketing where now many companies use social media for marketing. This is known as social media marketing. Companies do this to enhance their consumer’s purchase intention and simply to promote their products. There are opportunities and new challenges for companies striving to boost their customers' buying intention through social media marketing. Moreover, there must be many aspects that may influence consumer’s purchase intention, precisely Surabaya consumers. Thus, this research is intended to analyze and explore the effect of Social Media Marketing Activities to Purchase Intention with the mediation of Value Equity and Social Brand Engagement of Skincare Somethinc in Surabaya. The data collected from Google Form, hence, there are 222 qualified respondents who live in Surabaya. In addition, the sampling method for this research is purposive sampling and the collected data is analyzed through Structural Equation Modelling (SEM) with SmartPLS 3.0 as the tool.

Social Media Marketing Activities (SMMAs) as Stimulus on Purchase Intention with Customer Engagement as Mediator on @avoskinbeauty TikTok’s Account

“…Thus, this process can build a feeling of purchase intention from potential consumers for the products offered by business people. This provides an advantage for TikTok social media because this research can help the platform to expand the user network more, especially business people who will look at TikTok as a place to carry out marketing activities that can increase the sales of these businesses [23][24][25].…”

Intention to Buy Halal Cosmetics based on Social Media Activities, Brand Equity, and e-WOM

“…The novelty in this study, the authors modified the research object to become halal skin care products in Indonesia by adapting the same variables to be tested again regarding whether social media marketing activity variables have an influence on brand equity, whether brand equity has an influence on electronic word of mouth, whether electronic Word of Mouth has an influence on purchase intention, and social media marketing activities have an effect on purchase intention, thus producing research results that are different from previous studies. This research model was based on empirical studies on previous studies that discuss social media marketing activities, brand equity, electronic word of mouth, and purchase intentions (Aji et al, 2020;Choedon dan Lee, 2020;Pasharibu dan Nurhidayah, 2021;Dayoh et al, 2022;Handayani dan Fathoni, 2021).…”

The Effect of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention

“…Beauty products are targets with rapid development following the latest styles circulating on social media. Contemporary beauty has been widely exposed lately because social media invites the public to participate in it (Department of Management, Faculty of Business, WidyaMandala Catholic University Surabaya Indonesia et al, 2022). Marketing can utilize all platforms on social media such as Instagram, TikTok, YouTube, and Twitter.…”

“…Social media has an important function regarding customer opinions. Social media access will provide assistance and results including promotions from advertisements anywhere (Department of Management, Faculty of Business, Widya Mandala Catholic University Surabaya Indonesia et al, 2022).…”