Article Per Year (5 Year)
p-Index From 2021 - 2026
2.024
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Bisnis Eka Prasetya Jurnal Pengabdian Masyarakat Inovasi Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan JMBD Gudang Jurnal Pengabdian Masyarakat PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Elisabeth Nainggolan
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
Pengaruh Sosial Media Engagement dan Brand Awarenes terhadap Keputusan Pembelian pada Produk Skincare Lokal di Instagram Salsabila Najwa Nasution; Shiva Falaqia Wivi; Elisabeth Nainggolan
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 4 No. 3 (2026): JUNI : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v4i3.2570

Abstract

 This study aims to analyze the influence of social media engagement and brand awareness on the purchase decision of local skincare products on Instagram. The study uses a literature review method with a descriptive qualitative approach based on 10 relevant journal articles that discuss social media engagement, brand awareness, and purchase decision in the context of local skincare products. The findings show that social media engagement plays an important role in creating interaction between brands and consumers, which helps increase brand awareness and strengthen consumer purchase decisions. Brand awareness also contributes significantly to purchase decisions because consumers tend to choose products that are more familiar and trusted. However, several studies indicate that the relationship between these variables is not always direct, as it may also be influenced by other factors such as trust, brand engagement, customer loyalty, and content marketing. This suggests that consumer purchase behavior in digital marketing is complex and shaped by multiple interconnected factors. Therefore, Instagram-based marketing strategies should focus on increasing consumer engagement and building strong brand awareness to support purchase decisions for local skincare products.
Co-Authors Claudie Tiofanny Desma Erica Maryati Desma Erica Maryati M. Desma Erica Maryati Manik Hommy Dorthy Ellyany Sinaga Johnny Chandra Joni Joni Pesta Gultom Salsabila Najwa Nasution shendy Shiva Falaqia Wivi Situmorang, Irvan Rolyesh susilo, Stevany Tan, Tiam Wi Hendra Wijaya