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All Journal JDM (Jurnal Dinamika Manajemen) Fokus Bisnis JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal SOLMA EBSJ Jurnal SITECH : Sistem Informasi dan Teknologi Jurnal Pengabdian Al-Ikhlas Al-Khidmat : Jurnal Ilmiah Pengabdian Kepada Masyarakat Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Abdi Insani Jurnal Ilmiah ASET Muria Jurnal Layanan Masyarakat Jendela ASWAJA Media Ekonomi Jurnal Manajemen dan Pemasaran Jasa Jurnal Pemberdayaan Masyarakat Jurnal Muria Pengabdian Masyarakat Jurnal Ekonomi dan Bisnis
Gilang Puspita Rini
Universitas Muria Kudus, Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Social Media Marketing, Product Quality, and Viral Marketing Effects on Scarlett Skincare Purchase Decisions with Brand Awareness as Mediator : Pemasaran Media Sosial, Kualitas Produk, dan Efek Pemasaran Viral terhadap Keputusan Pembelian Scarlett Skincare dengan Kesadaran Merek sebagai Mediator Rofiana, Nia; Sutono; Puspita Rini, Gilang
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 12 No. 1 (2026): April
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v12i1.2320

Abstract

Purchase decisions are an important indicator of the success of marketing strategies in the skincare industry. Understanding the factors that influence consumer purchase decisions is essential for companies to strengthen competitiveness and build sustainable customer relationships. This study aims to examine the influence of social media marketing, product quality, and viral marketing on the purchase decisions of Scarlett skincare products, with brand awareness acting as a mediating variable. This research uses a quantitative approach with an associative design. The population of this study consists of consumers who have used or purchased Scarlett skincare products. The sample was determined using purposive sampling based on specific criteria related to product usage experience. Data were collected through an online questionnaire using a Likert scale. The data were analyzed using Structural Equation Modeling (SEM) with AMOS to test the measurement and structural models. The results indicate that social media marketing, product quality, and viral marketing have a positive influence on brand awareness. Furthermore, these variables also positively affect consumers’ purchase decisions. Brand awareness also plays a mediating role in strengthening the relationship between marketing activities, product quality, and consumer purchase decisions. These findings support the Stimulus–Organism–Response (SOR) theory, which explains that external marketing stimuli and product attributes influence consumer responses through internal cognitive processes such as brand awareness.
Co-Authors Amin Pujiati Andy Widhiya Bayu Utomo Annisya Lutfi Septanti Anwar, Muchammad Aryadi Augusty Tae Ferdinand Dewandari, Delvia Tri Dina Lusianti Etni Marliana Faridhatun Faidah Habiba, Muhammad Hilal Ijlal, Muhammad Yusuf Luthfi Imaniar Purbasari Imaniar Purbasari Imroatul Khasanah Jayanti Putri Purwaningrum Kholida, Arifa Louk, Michael Johannes Hadiwijaya Maharani, Marsa Zulia Mohammad Syaffruddin Kuryanto Muhammad Sholikhan Mustofa, Hisbulloh Als Putri Purwaningrum, Jayanti Rofiana, Nia Slamet Khoeron Supriyono Supriyono Sutono