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All Journal Journal of Business Strategy and Execution Journal The Winners International Research Journal of Business Studies (E-Journal) Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) Jurnal Informasi dan Teknologi Ilomata International Journal of Management IIJSE Jurnal Pengabdian Kepada Masyarakat Bangun Cipta, Rasa, & Karsa (Jurnal PKM BATASA) International Research Journal of Business Studies
Rini Setiowati
Faculty of BINUS BUSINESS SCHOOL, BINUS UNIVERSITY, JWC Campus, Jl. Hang Lekir I No. 6, Senayan, Jakarta 12120
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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THE ROLES OF SOCIAL MEDIA MARKETING, LIFESTYLE AND CONSUMER ETHNOCENTRISM IN ENHANCING BRAND AWARENESS AND PURCHASE INTENTION Marfi, Yanto; Permata, Ayu Wukir; Setiowati, Rini
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/1s3v3877

Abstract

This study examines the influence of social media marketing activities (entertainment, informativeness, trendiness, and interactivity), lifestyle, and consumer ethnocentrism on brand awareness, the effect of brand awareness on purchase intention and the mediating role of brand awareness in the relationship between those factors and consumers purchase intention in the Indonesian skincare market. A quantitative research approach was adopted, using primary data collected from 161 respondents. The proposed hypotheses were tested using Structural Equation Modeling (SEM) with SmartPLS version 4.0. The findings reveal that entertainment, informativeness and trendiness significantly enhance brand awareness, whereas interactivity, lifestyle and consumer ethnocentrism do not exhibit significant effects. Additionally, brand awareness demonstrates a significant impact on purchase intention and serves as an effective mediator between entertainment, informativeness and trendiness and purchase intention. Overall, these results emphasize the strategic value of creating engaging, informative and trend-relevant social media content to strengthen brand awareness and stimulate consumer purchasing behavior within the skincare industry.
Co-Authors Adzania, Fajriah Hanika Arifin, Bustanil Arifin, Bustanil Candra, Halbet Dermawan Clarita, Ni Made Adelia Dhamatiyo, Revaldi Fernando, Antonius Hartoyo Hartoyo Heny K Daryanto Hery Santoso, Muhammad Marfi, Yanto Maryanto, Syifa Muthia, Tsabita Indah Natalia Dermawan Pasaribu, Wenni Gretha Permata, Ayu Wukir Radja Hadaya Cholifi, Zahran Ratih Ikha Permata Sari Royhana, Ajib Siagian, Sandra Louis Sudrajat, Angga Pramadista Susanti, Rahayu Fajri Tribowo Prakoso Yuniarti Utami, Eva Zainal Arifin zimbalist, shannon baladewa