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All Journal Value Added : Majalah Ekonomi dan Bisnis JURNAL PERSPEKTIF BEA DAN CUKAI Akademika : Jurnal Keagamaan dan Pendidikan Jurnal Manajemen dan Bisnis Jayakarta Jurnal Publikasi Ekonomi dan Akuntansi Jurnal Pengabdian kepada Masyarakat Indonesia (JPKMI) Solidaritas: Jurnal Pengabdian Dinamika Jurnal Manajemen Dan Bisnis Ekonomi International Journal of Management Research and Economics Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Manfaat: Jurnal Pengabdian Pada Masyarakat Indonesia Jurnal Manajemen Dayasaing Panggung Kebaikan : Jurnal Pengabdian Sosial Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Agus Sriyanto
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Journal : Jurnal Manajemen Dayasaing

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How Social Media Marketing, Key Opinion Leaders, and e-WOM Shape Consumers' Purchase Decisions for Azarine Products Khairunisa, Nur Fitra; Nora Andira Brabo; Agus Sriyanto
Jurnal Manajemen Dayasaing Vol. 27 No. 1 (2025): Jurnal Manajemen Dayasaing
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

Globally, skincare and cosmetic products are not only a necessity but also a part of lifestyle. Consumers are becoming more selective in choosing products that suit their needs and preferences. Azarine Cosmetic is one of the local beauty brands that has successfully captured consumer attention by offering products tailored to Indonesian skin conditions and tropical climate. Social media marketing, KOLs, also e-WOM play a crucial role in shaping consumer purchasing behavior, particularly within the beauty sector. This study seeks to analyze how social media marketing, KOLs, also e-WOM on the purchasing decisions regarding to Azarine products. Employing a quantitative methodology, the study gathers survey data from participants aged 17 and older who are active on social media, follow Azarine products, and are familiar with the KOLs endorsing them. All 182 respondents meet the criteria to be included in the research sample. The dataset undergoes statistical processing through multiple regression analysis, facilitated by SPSS version 29 to ensure accurate interpretation of results. The findings indicate that social media marketing, KOLs, and e-WOM significantly influence consumer purchasing decisions, both independently and in conjunction. Additionally, the analysis demonstrates that these factors account for 82.8% of the variation in consumer purchasing decisions.
Co-Authors Abdullah Khalil Mukhtar Ajeng Larassati Alan Lutfi Gesang Saputra Arif Nur Hidayat Astrid Dita Hakim Budi Sunariyanto Dermawan Chasan Dian Anubhakti Dicky Arisudhana Elizabeth Elyaum Farihah Habib Ismail, Habib Hakam Ali Niazi Hidayat, Ravindra Safitra Ifan Haryanto Iis Torisa Utami Julian Bongsoikrama Khairunisa, Nur Fitra M.Jusmansyah Marsanto Adi Nurcahyo Maruji Pakpahan Muchlisin, Muchammad Arif Muhamad Jusmansyah Nora Adira Brabo Nora Andira Brabo Riko Ulanda SAID Satrio Widhi Nugroho Vildayanti, Rina Ayu Warto Yugi Setyarko Yuni Kasmawati Zahrina Lutfiana