The influence of social media marketing and electronic word of mouth on purchase intention through brand image as intervening variables a study on Azarine cosmetic in Malang City

Zain, Rifk Warri and Hasan, Irmayanti (2024) The influence of social media marketing and electronic word of mouth on purchase intention through brand image as intervening variables a study on Azarine cosmetic in Malang City. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6 (8). pp. 5234-5248. ISSN 2656-4351

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Abstract

TikTok has emerged as the most popular social media app among today's Generation Z users. Simultaneously, this presents a new challenge for businesses, particularly in the intensely competitive local beauty product market as well as worldwide. Azarine Cosmetics is one of the cosmetic brands being investigated. The purpose of this study is to investigate how brand image and social media marketing affect consumers' intentions to make purchases. 155 members of Malang City's Generation Z were given a questionnaire as part of the study's quantitative methodology. Purposive and nonprobability sampling methods were used in the sampling process. The Partial Least Squares Structural Equation Modeling (PLS-SEM) approach was used to analyze the data. Three factors social media marketing, Ewom, and brand image have a significant impact on purchase intention, according to the research findings. Regarding the connection between Ewom and social media marketing, both significantly and favorably affect the perception of a brand. Social media marketing and electronic word-of-mouth, however, are not able to strongly affect purchase intention through brand image. This study broadens our knowledge of the factors influencing consumers' intentions to make purchases in the digital age. Further research efforts might be based on the findings of this study.

Item Type:	Journal Article
Keywords:	purchase intention; Electronic word of mouth; Social media marketing; brand image
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	09 Oct 2024 13:11

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