Volume 07 Issue 05 May 2024
1Muhammad Ashdaq, 2Syamsu Alam,3Valentino Aris,4Nur Fitriayu Mandasari
1,2,3Department of Digital Business, Universitas Negeri Makassar, Indonesia
4Department of Management, Universitas Sulawesi Barat, Indonesia
DOI : https://doi.org/10.47191/ijsshr/v7-i05-79Google Scholar Download Pdf
ABSTRACT
Female College Students are a interesting market for the cosmetic industry in marketing their products. This study aims to identify the effect of social media marketing activity on the purchase intention of cosmetic through brand loyalty. The respondents of this study were female university students in Makassar City, South Sulawesi Province, Indonesia, who were followers of cosmetic brand social media accounts. The research hypothesis was analysed using Structural Equation Modelling using SPSS_AMOS 23 program. The results based on 288 samples showed that social media marketing directly had a significant effect on cosmetic brand loyalty, brand loyalty directly had a significant impact on purchase intentions of cosmetic products, marketing through Social media does not have a substantial effect on the purchase intention of cosmetic products, marketing through social media has a significant impact on the purchase intention of cosmetic products through brand loyalty. These results indicate that although marketing through social media does not substantially impact female college students' purchase intentions, this effect will be significantly mediated by loyalty to cosmetic brands. Therefore, brand loyalty needs to be appropriately managed to increase the purchase intention of cosmetic products among female college students in Makassar City, Indonesia.
KEYWORDS:Social media marketing, Brand loyalty, Purchase intention, Female college student, Makassar, Indonesia
REFERENCES1) Ahmed, T., & Saeed, A. (2021). The Impact of Social Media Marketing on Urban Youth’s Brand Loyalty: Through Facebook Marketing. International Journal of Entrepreneurial Research, 4(1). https://doi.org/10.31580/ijer.v4i1.1697 13(04). https://doi.org/10.24052/JBRMR/V13IS04/ART-13
2)Almohaimmeed, B. M. A. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Journal of Business & Retail Management Research, 13(04). https://doi.org/10.24052/JBRMR/V13IS04/ART-13
3) APJII. (2024). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. APJII.or.Id.
4) Budiman, S. (2021). The Effect of Social Media on Brand Image and Brand Loyalty in Generation Y. Journal of Asian Finance, Economics and Business, 8(3). https://doi.org/10.13106/jafeb.2021.vol8.no3.1339
5) Ceyhan, A. (2019). The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention. 7(2). https://doi.org/10.5195/emaj.2018.134
6) Danish, R. Q., Khan, M. K., Ghafoor, M. M., Ahmad, I., Humayon, A. A., & Aslam, S. (2018). Impact of Brand Loyalty in Assessing Purchase Intentions of a Customer: A Study of Automobile Industry in South Asian Perspective. In A Research Journal of South Asian Studies 347 South Asian Studies A Research Journal of South Asian Studies (Vol. 33, Issue 2).
7) dataindonesia.id. (2024, February 22). Pengguna Media Sosial di Indonesia 2024. 2024. https://dataindonesia.id/internet/detail/data-jumlah-pengguna-media-sosial-di-indonesia-pada-2024
8) Detik.com. (2021). Pengguna aktif medsos RI 170 Juta bisa main lebih 3 jam sehari. Detik.Com.
9) DÜLEK, B., & AYDIN, İ. (2020). SOSYAL MEDYA PAZARLAMANIN ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM, MARKA SADAKATİ VE SATIN ALMA NİYETİNE ETKİSİ. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
10) Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4). https://doi.org/10.1080/15332667.2019.1705742
11) Fetais, A. H., Algharabat, R. S., Aljafari, A., & Rana, N. P. (2022). Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands. Information Systems Frontiers. https://doi.org/10.1007/s10796- 022-10264-7
12) Hanaysha, J. R., Sharma, A., & Momani, A. M. (2021). AN EXPLORATION OF SOCIAL MEDIA MARKETING FEATURES AND BRAND LOYALTY IN THE FAST FOOD INDUSTRY. Journal of Content, Community and Communication, 14(7). https://doi.org/10.31620/JCCC.12.21/08
13) Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5). https://doi.org/10.1108/JPBM-05-2013-0299
14) Ibrahim, B. (2021). The nexus between social media marketing activities and brand loyalty in hotel facebook pages: A multi-group analysis of hotel ratings. In Tourism (Vol. 69, Issue 2). https://doi.org/10.37741/T.69.2.5
15) Ibrahim, B. (2022). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of Promotion Management, 28(1). https://doi.org/10.1080/10496491.2021.1955080
16) Jai, T. C., Tong, X., & Chen, H. S. (2022). Building brand loyalty on social media: theories, measurements, antecedents, and consequences. Journal of Brand Management, 29(1). https://doi.org/10.1057/s41262-021-00252-8
17) Jiang, H., & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of Air Transport Management, 57, 80–88. https://doi.org/10.1016/j.jairtraman.2016.07.008
18) Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product and Brand Management, 29(6), 803–814. https://doi.org/10.1108/JPBM-02-2019-2280
19) Kojo Aboagye, D., Abdullah, A., Ehsan Malik, M., Mudasar Ghafoor, M., Kashif Iqbal, H., Riaz, U., ul Hassan, N., Mustafa, M., & Shahbaz, S. (2013). Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer. In International Journal of Business and Social Science (Vol. 4, Issue 5). www.ijbssnet.com
20) Kuang Chi, H., University, N., Huery Ren Yeh, T., Chien University, S., Ya Ting Yang, T., & Student, G. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty. In The Journal of International Management Studies (Vol. 4, Issue 1).
21) Kuncoro, M. (2013). Metode Riset Untuk Bisnis dan Ekonomi (4th ed.). Penerbit Erlangga.
22) Petamakassar.com. (2022). Daftar Kampus Kota Makassar. 05/10/2022.
23) Qiutong, M., & Rahman, M. J. (2019). The impact of cosmetics industry social media marketing on brand loyalty: Evidence From Chinese college students. Academy of Marketing Studies Journal, 23(2).
24) RS Ebrahim. (2019). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing. https://www.tandfonline.com/doi/abs/10.1080/15332667.2019.1705742
25) Sri Rahayu Tri Astuti, F. P. A. (2021). Pengaruh social media marketing activitiesdan brand experience terhadap brand loyalty:peran brand trust sebagai variabel mediasi.diponegoro journal of management,. DIPONEGORO JOURNAL OF MANAGEMENT, 10(3).
26) Suryani, Tambunan, K., & Ramadhani Silalahi, P. (2022). Analisis pengaruh media sosial terhadap keputusan pembelian study kasus: skincare wardah. Jurnal Ilmu Komputer, Ekonomi Dan Manajemen (JIKEM), Vol. 2(No. 1).
27) Valarie A. Zeithaml. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. http://www.jstor.org/page/info/about/policies/terms.jsp
28) Widianingrum, N., & Mani, L. (2021). The antecendents of purchasing decision of cosmetic products of lizzie parra beauty in social media. Journal of Theoretical and Applied Information Technology, 99(11).