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Journal : Jurnal Bisnisman: Riset Bisnis dan Manajemen

Analyzing Message Campaign “Waste Down Beauty Up”, Advertising, and Electronic Word of Mouth in Forming Generation Z Purchase Intention May Roni; Clara Monica Edira; Nur Efendi
Jurnal Bisnisman : Riset Bisnis dan Manajemen Vol 7 No 2 (2025): Jurnal Bisnisman: Riset Bisnis dan Manajemen
Publisher : Universitas Nusa Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52005/bisnisman.v7i02.300

Abstract

Indonesia's beauty industry has experienced rapid growth, particularly as more Generation Z consumers purchase beauty products. As competition increases, companies are using new marketing strategies. For instance, Sociolla launched the “Waste Down Beauty Up” campaign and uses electronic word of mouth through its Sociolla Connect platform. This study examines the impact of advertising, message campaigns, and electronic word of mouth on purchase intention, both individually and in combination. The research employed a quantitative approach, utilizing questionnaires, and the data were analyzed using SPSS version 26. The findings indicate that advertising and message campaigns do not have a significant effect on their own; however, electronic word of mouth has a positive and significant impact on purchase intention. When combined, all three factors influence purchase intention. These results highlight the importance of electronic word of mouth. Companies should encourage customers to share positive reviews on digital platforms to boost purchase intention.
Co-Authors AA Sudharmawan, AA Abd Azis Abd Aziz ABD Aziz, ABD Abd. Aziz Abd. Aziz Abdullah Aman Damai Adenan, Muhammad Baharudin Adi Wijayanto Adistya, Diang Agus Triani, Dewi Ahmad Qolfathiriyus Ahmad Qolfathiriyus Firdaus Ahmad Tanzeh Ainun Jariyah Akhyak Akhyak Akhyak Akhyak, Akhyak Akmal, Dita Aurellia Aldri Frinaldi Ali Maksum Amalia Oktarena Ambarwati Ana Minniswatil Maghfiroh ANDI SULISTIO Aprilia, Hani Damayanti Arika Oernika Mahanani Artini, Ketut As'aril Muhajir Astika, Ni Kadek Apriliani Bachtiar Firdaus, Ahmad BIMO GONDO KUSUMO Cahyaningsih, Puspita Chylen Setiyo Rini Clara Monica Edira Dasman Lanin Deden Gandana Madjakusumah Dedy Hermawan Dewanto, Mohammad Fajar Mak’ruf Winyam Dian Adhetya Arif Dian Apri Yanti Djausal, Gita Paramita Djausal, Gita Paramitha Efendi, Edi Eko Agus Suwandi Elba, Riskina Agustin Elsaid, Dea Audia Endro Prasetyo Wahono Eri Barlian Erna Maulina Erna Rochana Fadhilah Nur Rachma Fadhilah, Selva Nur Fadilah, Qiroatul Fauziyah Laili, Ummiy Febidyliana, Andina Fenny Saptiani Feri Tirtoni Fitri Wulandari Fitria Eka Wulandari Fredy Kurniawan Genius Umar Gita Paramitha Djausal Habibur Rohman Handri, Handri Hani Damayanti Aprilia Hariyati, Wahyuni Hasan Bisri Hasan, Abdur Rosyid Hasan, Mustofa Hawna, Mawlana Nabrisni Hayazee, Fadilah Herfien Hermanto, Mochamad Hery Widijanto Himad Ali Hoerurohman, Aditya Ibrahim, Gusri Ahyar Ida Nurnida Ilham Yahya Romandoni Indang Dewata Intan Nurrachmi Jamilatur Rohmah Januariani Jaswadi Jayanti, Afifa Sofi Laras Kaskoyo, Hari Kastaji, Kustiono Ketut Artini Kholil, Suparman Khosyi'ah, Siah Laily Faridhatun Nikmah Lavli, Reza Olga Efendi Holan Lina Rohmatun Nisa' Luluk Iffatur Rocmah Luminaries, Rayan Asa Malik, Wildan Maulana Mashudi, Kojin Masrokan M, Prim Masrokan, Prim May Maharani May Roni Miftahul Mushlih Mirza, Hanna Julia Moch Gufron Muh Ibnu Sholeh Muhajir, As'aril Muhajir, As’aril Mujamil Qomar Mukhlas, Oyo Sunaryo Mulya Gusman Mutiara Sukama Mu’arif , Samsul Nabilah Ardelia Arianto Nafi'atul Hasanah Nandang Ihwanudin Ndanda Ambarawadi nikmah, laily faridhatun Nisa, Wakhida Fatikhatun Noly Shofiyah Nur Alamsyah, Mochamad NUR FADILAH Oktarena, Amalia Prasetya Nugraha Prastiwi, Meilinda Ade Prianti, Rahmawati Antinie Puspita Cahyaningsih Putra, Muhammad Fikriansyah Fenan Rahma Trimukti Mahanani Rembrandt Rifqiyah, Ulfatur Ririn Dwi Agustin Riskina Agustin Elba Romandoni, Ilham Yahya Rozamala Maulida Sahri Sahri Sakinah, Gina Salsabila Nahdiaturrosidah Santika, Nyi Ayu Saptiani, Fenny Sa’diah, Sayyidati Septi Budi Sartika Shobirin, Mochammmad Syafiuddin Simbolon, Rinaldo Siti Muslimah Siti Nadhiroh, Siti Sri Waluyo Staniyah, Alfi Mardhiyatus Sulistyorini Sultan, M Iqbal Susana, Lina Marlina Syah, Nur Hasan Tripalupi, Ramadhani Irma Tristianti, Rosulita Udin Saripudin Umar, Iswandi Vevy Liansari Widyasmoro, Doni Winda Septiani Yanti, Dian Apri Yasin, Hasna Nun Tri Asyifa Yunus, Ayi Yuristama, Agus Prakarsa Zahrotunnisa` Siswahyuningsih