Exploring Social Media Marketing (SMM) in Shaping Purchase Intentions: The Mediating Role of Brand Awareness, Brand Image, and Brand Trust in the Beauty Industry Among Gen Z and Y
DOI:
https://doi.org/10.37638/bima.5.2.95-110Keywords:
Social Media Marketing (SMM), Brand Awareness, Brand Image, Brand Trust, Purchase IntentionAbstract
Purpose: To explore the influence of Social Media Marketing (SMM) on consumer Purchase Intention in the Indonesian beauty industry, with the mediation role of Brand Awareness, Brand Image, and Brand Trust. Method: A quantitative approach with purposive sampling on 270 active users of TikTok and Instagram in Tasikmalaya, especially Generation Z and Y. Data was analyzed using SEM with AMOS 26. Results: The results of the study show that Social Media Marketing has a significant effect on Brand Awareness, Brand Image, and Brand Trust. However, only Brand Image and Brand Trust have a direct influence on Purchase Intention, while Brand Awareness and Social Media Marketing do not have a direct effect on Purchase Intention. Findings: Purchasing Intentions are influenced more by Brand Image and Brand Trust than by Brand Awareness. Novelty: This study highlights the important role of Brand Image and Brand Trust in influencing Purchase Intention through Social Media Marketing in the Indonesian beauty industry. Originality: This research fills in the gaps in marketing literature by focusing on the interaction between Brand Awareness, Brand Image, and Brand Trust in shaping purchasing Intentions through Social Media Marketing in the Indonesian beauty industry. Conclusions: To increase Purchase Intention through Social Media Marketing (SMM), beauty brands in Indonesia need to focus their efforts on strengthening Brand Image and Brand Trust, while Brand Awareness plays a role as the first step in building relationships with consumers. Type Of Paper : Empirical Research Paper
References
Allbert Setialputral. (2016). ALnallisis Pengalruh Bralnd Imalge Daln Bralnd Trust Terhaldalp Bralnd Loyallty Konsumen ALqual.
Alli, I., & Nalushald, M. (2023al). “Exalmining the influence of sociall medial malrketing on purchalse intention: The medialting role of bralnd imalge.” Innovaltive Malrketing, 19, 145–157. https://doi.org/10.21511/im.19(4).2023.12
Allnalser, F., Allghizzalwi, M., Albuallfallalyeh, G., Omeish, F., Allhalrthi, S., & ALl Koni, S. R. (2024). The Impalct of Sociall Medial Malrketing ALctivities on Purchalse Intention. Internaltionall Review of Malnalgement alnd Malrketing |, 14(6), 288–300. https://doi.org/10.32479/irmm.16849
Alrmalwaln, I., Sudalrmialtin, Hermalwaln, AL., & Ralhalyu, W. P. (2023). The effect of sociall medial malrketing, SerQuall, eWOM on purchalse intention medialted by bralnd imalge alnd bralnd trust: Evidence from blalck sweet coffee shop. Internaltionall Journall of Daltal alnd Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008
Dyego, AL., & Oktalvialnti, R. (2020). The Impalct of Electronic Word-of-Mouth on the Purchalse Intention.
Ellitaln, L., Halrvinal, L. G. D., & Lukito, R. S. H. (2022). The Effect of Sociall Medial Marketing on Bralnd Imalge, Bralnd Trust, alnd Purchalse Intention of Somethinc Skincalre Products in Suralbalyal. Journall of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801
Emini, AL., & Zeqiri, J. (2021). The Impalct of Sociall Medial Malrketing on Purchalse Intention in al Tralnsition Economy: The Medialting Role of Bralnd ALwalreness alnd Bralnd Engalgement. ENTRENOVAL - ENTerprise REsealrch InNOVALtion, 7(1), 262–272. https://doi.org/10.54820/fdor9238
Falisall, AL., & Ekalwalnto, I. (2022). The role of Social Medial Marketing in increalsing Bralnd ALwalreness, Bralnd Imalge alnd Purchalse Intention. Indonesialn Malnalgement alnd ALccounting Resealrch, 20(2), 185–208. https://doi.org/10.25105/imalr.v20i2.12554
Ghozalli, I. (2017). Model Persalmalaln Strukturall Konsep daln ALplikalsi Dengaln Progralm ALMOS 24 Updalte Balyesialn SEM (7th ed.). Baldaln Penerbit Universitals Diponegoro.
Gökerik, M. (2024). The medialting role of bralnd trust in the effect of sociall medial malrketing on repurchalse behalviour. Turkish Journall of Malrketing, 9(2), 36–51. https://doi.org/10.30685/tujom.v9i2.195
Halir, J. F., Blalck, W. C., Balbin, B. J., & ALnderson, R. E. (2019). MULTIVALRIALTE DALTAL ALNALLYSIS EIGHTH EDITION. www.cengalge.com/highered
Huili Walng, S. S. bin Mohd. M. AL. binti AL. (2024). The Influence of Sociall Medial Malrketing on Bralnd Loyallty Through Bralnd Imalge, Bralnd ALwalreness alnd Perceived Vallue of Sports Bralnd Consumers in Chinal. Journall of System alnd Malnalgement Sciences. https://doi.org/10.33168/jsms.2024.1013
I Gede Bingin Mustikal1, I. G. AL. W. P. Y. W. (2022). ALntecedents of Plalgal Falrm Customer Loyallty. Journall of Economics, Finalnce ALnd Malnalgement Studies, 05(08). https://doi.org/10.47191/jefms/v5-i8-19
Ä°bralhim ALydın, ve Z. Ç. (2023). The Medialting Role of Bralnd Imalge in the Effect of Sociall Medial Malrketing on Purchalse Intention. 2nd Internaltionall Conference on Frontiers in ALcaldemic Resealrch, 223–227. https://www.icfalrconf.com/
Jalnualr, M. F., Zalini, O. K., & Yudhal, AL. P. (2024). ALnallysis of The Impalct of Sociall Medial Malrketing on Purchalse Decisions withBralnd ALwalreness alsALMedialting Valrialble: AL Study on MySkill.ID. Journall of Sociall Tralnsformaltion alnd Regionall Development, 6(1), 29–38. https://doi.org/10.30880/jstalrd.2024.06.01.004
Kalkalr, R. AL., Shalhzald, S., & Khoso, L. (2023). The Impalct Of Sociall Medial Malrketing Dimensions: Interalction, Entertalinment, Customizaltion, Trendiness, ALnd Word Of Mouth On Purchalse Intention With The Medialting Role Of Bralnd Imalge ALnd Bralnd Trust For Smalrtphone Users In Quettal City. Internaltionall Journall of Contemporalry Issues in Sociall Sciences, 2, 2023. https://ijciss.org/
Khaln, F., Mehmood, AL., & Tallalt, AL. (2022). The Impalct of Sociall Medial Malrketing, Perceived Quallity alnd Bralnd ALwalreness on Consumer’s Bralnd Loyallty in Palkistaln. Palkistaln Journall of Psychologicall Resealrch, 37(4), 533–550. https://doi.org/10.33824/PJPR.2022.37.4.32
Kilei, P., Mike, I., & Omwengal, J. (2016). The Impalct Of Bralnd ALwalreness On Malrket Bralnd Performalnce Of Service Bralnds: Contextuall Consideraltion of Kenyal’s Balnking Industry. In Europealn Journall of Business alnd Malnalgement www.iiste.org ISSN (Vol. 8, Issue 18). Online. www.iiste.org
Kotler, P. alnd K. L. K. (2016). Malrketing Malnalgement, 15th Edition,. Pealrson Educaltion,Inc.
Lim, Z. W., Yong, Y. C., Taln, C. H., & Chaln, M. S. (2024). Impalct of Sociall Medial Malrketing on Gen Z’s Cosmetic Bralnd ALwalreness. Internaltionall Journall of Malnalgement, Finalnce alnd ALccounting, 5(1), 64–84. https://doi.org/10.33093/ijomfal.2024.5.1.3
Mallal, I. K., Sudalrmialtin, & Walrdalnal, L. W. (2023). The Effect of Sociall Medial Malrketing, E-WoM on Purchalse Intention Medialted by Bralnd Imalge alnd Bralnd Trust: Hallall Product FnB MSMEs in Mallalng City. Indonesialn Journall of Business ALnallytics, 3(5), 1939–1956. https://doi.org/10.55927/ijbal.v3i5.6358
Morgaln, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relaltionship Malrketing. Journall of Malrketing, 58, 20–38.
Omid Malhdieh, S. M. F. M. (2024). The Effect of Sociall Medial Malrketing on Purchalse Intention with the Medialting Role of Bralnd ALwalreness alnd Consumer Motivaltion. Interdisciplinalry Journall of Malnalgement Studies (IJMS), 17(4).https://doi.org/http//doi.org/10.22059/ijms.2024.364512.676155
Putri, AL. M. P., & Daln ALnggalralwalti, S. (2022). Role Of Bralnd Trust ALs Medialtor In Sociall Medial Malrketing Relaltionships ALnd Purchalse Intentions. Malnalgalment Insight: Jurnall Ilmialh Malnaljemen, 17(2), 217–232. https://doi.org/10.33369/insight.17.2.217-232
Ralmaldhalni Irdalsyalh, R., Risqialni, R., & Malrgalrethal, F. (2022). The Influence of Sociall Medial Malrketing ALctivities, Bralnd ALwalreness, Bralnd Imalge, ALgalinst Purchalse Intention. Jurnall Economic Resources, 5(2), 402–416.
Ralmaldhalni, J. Y., & Pralsalsti, AL. (2023). Bralnd Trust Calpalcity in Medialting Sociall Medial Malrketing ALctivities alnd Purchalse Intention: AL Calse of AL Locall Bralnd Thalt Go-Globall During Palndemic. Indonesialn Journall of Business alnd Entrepreneurship. https://doi.org/10.17358/ijbe.9.1.81
Rizki Dindal Pralmeswalri & Refi ALldi Windyal Giri. (2022). The Effect Of Sociall Medial Malrketing ALctivities On Purchalse Intention With Bralnd ALwalreness, Bralnd Imalge, Bralnd Equity ALs Intervening Valrialbles On Kopi Jalnji Jiwal In Balndung City. Internaltionall Journall of Sociall Sciences alnd Malnalgement Review, 05, 72–87. https://doi.org/10.37602/IJSSMR.2022.5506
Rolalndo, B., & Sunalral, N. T. (2024). Sociall Medial Malrketing’s Effect on Purchalse Intentions for Pumal: Medialtion by Bralnd Imalge, ALwalreness, alnd Equity. Journall of Business alnd Economics Resealrch (JBE), 5(3), 340–351. https://doi.org/10.47065/jbe.v5i3.5598
Sallhalb, H. AL., ALl-ALmalrneh, AL., ALljalbally, S. M., ALl Zoubi, M. M., & Othmaln, M. D. (2023). The impalct of sociall medial malrketing on purchalse intention: The medialting role of bralnd trust alnd imalge. Internaltionall Journall of Daltal alnd Network Science, 7(2), 591–600. https://doi.org/10.5267/j.ijdns.2023.3.012
Subalsinghe, U., & Weeralsiri. (2020). The Impalct of Sociall Medial Malrketing on Purchalse Intention of Connected Consumers: AL Study Balsed on Nalturall Ingredient-Balsed Personall Calre Products. 507–529.
Vidyalnaltal, D. (2022). Understalnding the Effect of Sociall Medial Malrketing on Purchalse Intention : AL Vallue-Balsed ALdoption Model. Jurnall Dinalmikal Malnaljemen, 13(2), 305–321. http://jdm.unnes.alc.id
Walworuntu, E. C., Malndalgi, D. W., & Palngemalnaln, AL. S. (2022). ”˜I See It, I Walnt It, I Buy It’: The Role of Sociall Medial Malrketing in Shalping Bralnd Imalge alnd Gen Z’s Intention to Purchalse Locall Product. Society, 10(2), 351–369. https://doi.org/10.33019/society.v10i2.463
Downloads
Additional Files
Published
Issue
Section
License
An author who publishes in the BIMA JOURNAL: Business, Management, and Accounting Journal agrees to the following terms:
Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
BIMA JOURNAL: Business, Management and Accounting is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
You are free to:
Share — copy and redistribute the material in any medium or format
Adapt — remix, transform, and build upon the material
for any purpose, even commercially.
The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
- You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.
- No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
