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The Impact of Social Media Marketing on Purchase Intention of Skincare Products among Indonesian Young Adults

Author

Listed:
  • Ayu Chrisniyanti

    (HELP University, Malaysia)

  • Chung Tin Fah

    (HELP University, Malaysia)

Abstract

This study aims to investigate the impact of social media marketing activities (SMMAs) on purchase intention of skincare products among Indonesian young adults. The secondary objective of this study is to investigate the mediating effect of subjective norms, perceived behavioral control, brand awareness, and social brand engagement on the relationship between social media marketing activities on purchase intention of skincare products. Despite its popularity in the Indonesian market, the study on the impact of social media marketing activities on purchase intention of skincare products among Indonesian young adults has not been completely investigated and is still limited in Indonesia. This study adopts a quantitative crosssectional method. A total of 271 responses were collected from the respondents aged 18 to 34 years old through non-probability sampling. It was found that social media marketing activities (SMMAs) have a positive significant impact on purchase intention of skincare products among Indonesian young adults. Additionally, the relationship between social media marketing activities and purchase intention was significantly mediated by subjective norms, perceived behavioral control, brand awareness, and social brand engagement. The findings of this study will assist skincare brands’ marketers and future researchers to have useful insight into the impact of social media marketing activities on purchase intention of skincare products.

Suggested Citation

  • Ayu Chrisniyanti & Chung Tin Fah, 2022. "The Impact of Social Media Marketing on Purchase Intention of Skincare Products among Indonesian Young Adults," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 10(2), pages 68-90.
    • Handle: RePEc:ejn:ejssjr:v:10:y:2022:i:2:p:68-90
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    References listed on IDEAS

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    3. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
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    1. Ashraf Mohamed Anas & Ahmed Hassan Abdou & Thowayeb H. Hassan & Wael Mohamed Mahmoud Alrefae & Fathi Mohammed Daradkeh & Maha Abdul-Moniem Mohammed El-Amin & Adam Basheer Adam Kegour & Hanem Mostafa M, 2023. "Satisfaction on the Driving Seat: Exploring the Influence of Social Media Marketing Activities on Followers’ Purchase Intention in the Restaurant Industry Context," Sustainability, MDPI, vol. 15(9), pages 1-21, April.
    2. Meimona Abdelrhim Bushara & Ahmed Hassan Abdou & Thowayeb H. Hassan & Abu Elnasr E. Sobaih & Abdullah Saleh Mohammed Albohnayh & Waleed Ghazi Alshammari & Mohammed Aldoreeb & Ahmed Anwar Elsaed & Moha, 2023. "Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?," Sustainability, MDPI, vol. 15(6), pages 1-22, March.

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