Pengaruh Social Media Marketing Instagram dan E-WOM terhadap Keputusan Pembelian Skincare Wardah di E-Commerce
DOI:
https://doi.org/10.37385/msej.v5i2.5679Keywords:
E-WOM, Keputusan pembelian, Skincare, Social Media Marketing InstagramAbstract
In this increasingly competitive beauty industry market, skincare companies must have special marketing strategies that keep up with the times. The basis for conducting this research is to examine how social media marketing Instagram and E-WOM influence consumer purchasing decisions for Wardah skincare in e-commerce. Quantitative research applies non-probability sampling and purposive sampling methods as a way to determine sample coverage in the population. Wardah skincare users domiciled in Surabaya are included in the population in this study. A total of 104 participants were involved in obtaining data that supports this research. After tabulation, an analysis stage was carried out which applied Partial Least Square (PLS). Based on the findings of this research, it is shown that both hypotheses are accepted. The social media marketing Instagram and E-WOM variables are proven to have a positive and significant impact on consumer purchasing decisions for skincare products in e-commerce. Furthermore The conclusion of this research explains that purchasing decisions are increasing along with the better quality of social media marketing instagram and E-WOM implemented by the brand, so these two independent variables are important to maintain and improve.
References
Adhawiyah & Anshori (2019). Peran Pemasaran Media Sosial Dalam Menciptakan Keputusan Pembelian Melalui Kesadaran Merek (Studi pada Instagram Clothing Line Bangjo). Tirtayasa Ekonomika, 14 (2), 267.
Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in north Cyprus. Management Science Letters, 9(4), 505–518.
Arif, M. (2021). Pengaruh Social Media Marketing, Electronic Word Of Mouth (EWOM) Dan Lifestyle Terhadap Keputusan Pembelian Online. Sintesa. Seminar Nasional Teknologi Edukasi dan Humaniora 2021
Asosiasi Digital Marketing Indonesia. (2023). Summary Februari 2023. Retrieved from https://digimind.id/data-e-commerce-indonesia-asosiasi/
Basir, N., Tsalatsa, S., & Kresna, M. (2022). Persepsi Wanita dalam Menentukan Standar Kecantikan di Tiktok dan Instagram. Prosiding Seminar Nasional Ilmu Ilmu Sosial (SNIIS), Vol. 01.
Chaffey, D., & Chadwick, F. E. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed., Vol. 7). Pearson Education limited.
Chen, S., & Lin, C. (2019). Technological Forecasting and Social Change Understanding The Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 22–32.
Ellitan, L. (2022). The Role of Social Media Marketing, Brand Awareness and E-WOM to Increase Purchase Decision. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 2(1).
Gunarto, P., Ramdan, A., & Mulia, F. (2020). Peran Social Media Marketing dan Brand Awareness terhadap Brand Commitment. Jurnal Ekonomi dan Bisnis, 15(1).
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Cengage Learning.
Ibrahim, B., Aljarah, A., & Sawaftah, D. (2021). Linking Social Media Marketing Activities to Revisit Intention Through Brand Trust and Brand Loyalty on The Coffee Shop Facebook Pages: Exploring Sequental Mediation Mechanism. Journal Sustainability, 13(4), 1-16.
Irawan, A., & Hadisumarto, A. (2020). Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, dan Brand Loyalty Pada Platform Social Media Instagram. Jurnal Manajemen dan Usahawan Indonesia, 43(1).
Kementerian Perindustrian RI. (2021). Industri Kosmetik Nasional Tumbuh 20%. Berita Industri. Retrieved from https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20
Kotler, P., & Keller, K. (2022). Marketing Management (6th ed). Harlow: Pearson Education.
Makatita, I., & Supriyono. (2024). Influence of digital marketing, word of mouth, and price perceptions on purchasing decisions product uses home credit. Jurnal Ekonomi, 13(01).
Pramudita, A., & Suharyati. (2024). Pengaruh Country Of Origin, Social Media Marketing Dan E-Wom Terhadap Keputusan Pembelian Produk Somethinc Di Jakarta Selatan. Journal of Young Entrepreneurs, 3(1), 1-18.
Putra, B., & Vipraprastha, T. (2022). Personal Branding, Social Media Marketing, Dan Word Of Mouth Dalam Meningkatkan Buying Decision Pada Konsumen E-Commerce Shopee. MODUS, 34(1), 75-84.
Rahayu, N., & Cahyani, N. (2023). Pengaruh Social Media Marketing Dan E-Wom Terhadap Keputusan Pembelian Produk Lampung Beauty Care. Derivatif. Jurnal Manajemen, 17(2).
Santoso, M., Fauzia, R. & Rusli, R. (2020). Hubungan Antara Kepuasan Citra Tubuh dengan Kecenderungan Body Dysmorphic Disorder pada Wanita Dewasa Awal di Kota Banjarbaru. Jurnal Kognisia, 2 (1), 55-60.
Sari, R., & Purwanto, S. (2022). Kajian Electronic Word Of Mouth (E-WOM) dan Promosi di Media Sosial Terhadap Keputusan Pembelian Lipstik Viva Cosmetics di Kota Blitar. Jurnal E-Bis: Ekonomi-Bisnis, 6 (2).
Statista. (2024). Beauty & Consumer Care – Indonesia. Market Insight. Retrieved from https://www.statista.com/outlook/cmo/beauty-personal-care/indonesia
Suwarto, S., Davidson, H., & Nasikah, D. (2021). Pengaruh Country Of Origin Dan Labelisasi Halal Terhadap Keputusan Pembelian Produk Makanan Dan Minuman Import Di Kota Metro. Jurnal Ilmu Manajemen Retail Universitas Muhammadiyah Sukabumi, 2(2), 61-70
Top Brand Index. (2024). Komparasi Brand Index Kategori Perawatan Pribadi. Retrieved from https://www.topbrand-award.com/komparasi_brand/
We Are Social. (2022). Digital 2022. Retrieved from https://wearesocial.com/digital-20202
Template
