The Influence of Social Media Marketing and Brand Image on Purchase Intention of Skincare Skintific in Generation Z
DOI:
https://doi.org/10.31933/dijdbm.v5i1.2125Keywords:
Social Media Marketing, Brand Image, Purchase Intention, SkintificAbstract
This study aims to determine the influence of social media marketing and brand image on creative purchase intention in Generation Z. This study uses primary data, and the data used in this study were obtained. The data in this study were processed using the Structural Equation Model – Partial Least Square (SEM-PLS) version 4. This study used a sample of 111 respondents who were from Generation Z and had never used Skintific. The result of SEM-PLS analysis with the t-test and P-value ??in this study is that Social Media Marketing and Brand Image have a positive and significant effect on Purchase Intention and while there is a significant relationship between Social Media Marketing and Purchase Intention through Brand Image as a mediator.
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Anggrenita, E., & Sander, O. A. (2022a). Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow. Journal of Business & Applied Management, 15(2), 143. https://doi.org/10.30813/jbam.v15i2.3774
Bilgin, Y. (2018). The Effect Of Social Media Marketing Activities On Brand Awareness, Brand Image And Brand Loyalty. Business & Management Studies: An International Journal, 6(1). https://doi.org/10.15295/bmij.v6i1.229
Cesariana Putri, D., & Kusuma Dewi, C. (2021). Pengaruh Brand Image Terhadap Purchase Intention Melalui Brand Loyalty Pada Billionaires Project The Influence Of Brand Image On Purchase Intention Through Brand Loyalty Of Billionaires Project.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. European Business Review. https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Jayani, D. H. (2020). Berapa Pengguna Internet di Indonesia? Databoks.
Juliandi, A. (2018). Mengolah Data Penelitian Bisnis dengan SPSS (R. Franita, Ed.). Lembaga Penelitian dan Penulisan Ilmiah.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Global, Vol. 5TH). Pearson.
Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6). https://doi.org/10.1108/10610420010356966
Mutia, A. (2022). Pengguna Instagram di Indonesia Bertambah 3,9 Juta pada Kuartal IV-2021. Databoks.
Niko Simorangkir, H., Maulana, A., Miftakhul Amin, M., Yusuf, A., Kencana No, Jls., & Tangerang Selatan -Banten, P. (2022). JIMF (Jurnal Ilmiah Manajemen Pengaruh Sosial Media Marketing Terhadap Minat Pembelian Produk Nabeezku ARTICLES INFORMATION ABSTRACT JURNAL ILMIAH MANAJEMEN FORKAMMA. Maret, 5(2), 190–199.
Purwanto, A., Asbari, M., & Iman Santoso, T. (2020). Social and Management Research Quantitative Analysis for Medium Sample: Comparing Lisrel, Tetrad, GSCA, Amos, SmartPLS, WarpPLS, and SPSS. Jurnal Ilmiah Ilmu Administrasi . https://www.researchgate.net/publication/353363264
Saadati, N., & Haryono, S. (2023). Panic Buying dalam Perspektif Islam: Studi Kasus Kelangkaan Minyak Goreng di Indonesia. Ekonomis: Journal of Economics and Business, 7(2), 937. https://doi.org/10.33087/ekonomis.v7i2.1168
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Schiffman, L. G., & Kanuk, L. L. (2007). Perilaku Konsumen. PT. Indeks.
Velice, V., & Sander, O. A. (2022). Pengaruh Iklan “Choi Siwon” Mie Sedaap dan Citra Merek terhadap Minat Beli Konsumen. Business Management Journal, 18(2), 195. https://doi.org/10.30813/bmj.v18i2.3510
Zuhdi, S., Daud, A., Hanif, R., Nguyen, P. T., & Shankar, K. (2019). Role of social media marketing in the successful implementation of business management. International Journal of Recent Technology and Engineering, 8(2 Special Issue 11). https://doi.org/10.35940/ijrte.B1507.0982S1119
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2023-12-27
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