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All Journal Jurnal Manajemen Terapan dan Keuangan IMAGE Management and Economics Journal (MEC-J) Eduvest - Journal of Universal Studies Research Horizon IIJSE
Fadhilla, Hanifa Nur
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Aerospace Engineering Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences

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Journal : Research Horizon

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The Influence of Social Media Marketing on Purchase Intention Mauliza, Fazia; Fadhilla, Hanifa Nur
Research Horizon Vol. 5 No. 3 (2025): Research Horizon - June 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.3.2025.560

Abstract

The Indonesian skincare industry has experienced significant growth, largely driven by technological innovations and the widespread use of social media as a key marketing tool. This study examines how social media marketing influences consumer purchase intention for Somethinc products, with a particular focus on the mediating effects of brand trust and brand image. Somethinc's strategy of leveraging visually appealing content across its social media platforms is identified as a competitive advantage. Adopting a quantitative approach, the study gathered data from 170 respondents, including both loyal and potential Somethinc customers, via a structured questionnaire. The data were analyzed using Structural Equation Modeling (SEM) through SmartPLS. The findings reveal that social media marketing has a positive impact on brand trust and brand image, which, in turn, significantly affect purchase intention. However, no direct effect was found between social media marketing or brand image and purchase intention. This suggests that while social media marketing may not directly lead to purchases, it plays a crucial role in shaping brand perceptions, which ultimately influence consumer buying behavior. These insights are valuable for skincare brands looking to refine their digital marketing strategies and boost consumer engagement in the highly competitive digital marketplace.
Factors Determining Consumer Purchase Intention and Willingness to Pay of Eco-Fashion Products Wardana, Dhimas Sadewa; Fadhilla, Hanifa Nur
Research Horizon Vol. 6 No. 1 (2026): Research Horizon - February 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.1.2026.985

Abstract

The fashion industry involves the design, production, distribution, marketing, and sale of clothing for men, women, and children, including everyday wear. This study aims to examine the effects of environmental concerns and altruism on eco-fashion purchase intention, as well as the impact of purchase intention on E-WOM and willingness to pay premium prices, including the mediating role of E-WOM in the relationship between eco-fashion purchase intention and willingness to pay premium prices. The study employed a quantitative approach and involved 174 respondents from the Special Region of Yogyakarta who were familiar with environmentally friendly industries, particularly eco-fashion, selected using purposive sampling. This findings, environmental concern and altruism were found to have significant effects on eco-fashion purchase intention. Eco-fashion purchase intention, in turn, significantly influenced both Electronic Word of Mouth (E-WOM) and willingness to pay a premium price. E-WOM had a significant effect on willingness to pay a premium price. Both direct and indirect effects were identified, with the direct effects demonstrating a greater magnitude than the indirect effects. These results imply that strengthening environmental awareness and prosocial values can enhance consumers’ willingness to support eco-fashion products at premium prices.
Co-Authors Abdillah, Ibnu Zaki Achmad Kurniawan Adelti, Salsabilla Putri Firmansyah, Aldy Arya Mahendra, Mahesh Mauliza, Fazia Prabawati, Raden Roro Sekar Maya Qomarudin, Rizky Wahyu Syamsuddin, Siti Fatimah Wardana, Dhimas Sadewa