The effect of social media marketing activities on customer purchase intention, with the mediation of brand equity and consumer brand engagement (case study on customers of PT Social Bella Indonesia in Medan)

Jeventia, Carissa (2022) The effect of social media marketing activities on customer purchase intention, with the mediation of brand equity and consumer brand engagement (case study on customers of PT Social Bella Indonesia in Medan). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The market for beauty products is one of the most rapidly expanding sectors due to fluctuating trends and social media’s influence. However, this led the beauty industries to face a challenge in finding innovation and new experiences to connect with customers and better understand their goals and how they may relate to society’s current state through purpose-driven behaviors. Customers demand social media marketing and digital interaction to bring relationship closer through consumer brand engagement and brand equity. The goal of the study is to find out how social media marketing activities can affect purchase intention by using brand equity and consumer brand engagement as mediators at PT Social Bella Indonesia's customers in Medan. Data for this research was acquired using online survey questionnaires issued to 230 buyers of Sociolla from Medan. This study employed Structural Equation Modelling (SEM) analysis with Smart Partial Least Square Analysis (SmartPLS 4.0) to assess the relationship between variables. The result shows that brand equity and consumer brand engagement positively and significantly mediate social media marketing activities on purchase intention. However, without these mediators, the result showed that social media marketing activities have a positive but not significant effect on purchase intention. This indicates that marketers should prioritize social media marketing activities that enhance customer purchase intention. / Pasar produk kecantikan merupakan salah satu sektor yang paling berkembang pesat karena tren yang fluktuatif dan pengaruh media sosial. Namun, ini menantang bisnis kecantikan untuk berinovasi dalam komunikasi pelanggan dan beradaptasi dengan situasi masyarakat saat ini melalui perilaku yang didorong oleh tujuan. Pelanggan menuntut pemasaran media sosial ekstra untuk mendekatkan hubungan melalui keterlibatan merek konsumen dan ekuitas merek. Penelitian ini bertujuan untuk mengetahui bagaimana aktivitas pemasaran media sosial mempengaruhi niat beli, dengan ekuitas merek dan keterlibatan merek konsumen sebagai mediator pada pelanggan PT Social Bella Indonesia di Medan. Data penelitian ini diperoleh dengan menggunakan kuesioner survei online yang diberikan kepada 230 pembeli Sociolla dari Medan. Penelitian ini menggunakan analisis Structural Equation Modeling (SEM) dengan Smart Partial Least Square Analysis (SmartPLS 4.0) untuk menilai hubungan antar variabel. Hasil penelitian menunjukkan bahwa ekuitas merek dan keterlibatan merek konsumen secara positif dan signifikan memediasi aktivitas pemasaran media sosial terhadap niat beli. Namun, tanpa mediator tersebut, hasil penelitian menunjukkan bahwa aktivitas pemasaran media sosial berpengaruh positif namun tidak signifikan terhadap niat beli. Oleh karena itu, pemasar harus meningkatkan aktivitas pemasaran media sosial yang meningkatkan niat beli pelanggan.

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