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Social media marketing influence on the purchase interest of MS Glow Care Product

Author

Listed:
  • Dian Nastiti Nurcahyani

    (Universitas Islam Indonesia)

  • Asmai Ishak

    (Universitas Islam Indonesia)

Abstract

This study aims to examine the influence of social media marketing activities, brand equity, and E-WOM on purchase intentions for MS Glow skin care products. The population is citizens of Indonesia who have social media accounts and are 18–35 years old.. The number of samples is 250 respondents with criteria aged 18-35 years who have social media accounts. Research data were collected through questionnaires through an online survey conducted using Google Forms. Data analysis techniques used the structural equation model (SEM) of the AMOS 26 program, whose results showed that social media marketing activity had a significant effect on brand equity and purchase intention, brand purchase had a significant effect on E-WoM, and E-WOM had a significant effect on purchase intention. MS Glow skin care products. Key Words:Social Media Marketing, Brand Equity, E-WoM, and Purchase Intention

Suggested Citation

  • Dian Nastiti Nurcahyani & Asmai Ishak, 2023. "Social media marketing influence on the purchase interest of MS Glow Care Product," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(4), pages 106-114, June.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:4:p:106-114
    DOI: 10.20525/ijrbs.v12i4.2594
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    References listed on IDEAS

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    1. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    2. Helen Inseng Duh, 2021. "Cosmetics interest and behaviour generated from social media advertising and e-WOM among female millennials," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(5/6), pages 453-476.
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