Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Enrichment : Journal of Management
Syalsabilla, Deas Olivia
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Impact of marketing communication strategy through social media to increase brand awareness and purchase intention beauty products Syalsabilla, Deas Olivia; Budiono, Sidik
Enrichment : Journal of Management Vol. 14 No. 5 (2024): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i5.2135

Abstract

The beauty industry in the Indonesian market is quite competitive with many brands emerging in the last decade, where digitalization has also completely changed how marketing is done through social media. This study is to investigate how brand recognition and purchase intention are affected by social media marketing that incorporates entertainment, interaction, trendiness, personalization, and e-wom aspects. The study was conducted quantitatively on 253 respondents who had used beauty products from the Sephora brand. The study's findings demonstrated that all of the hypotheses were supported, indicating that social media marketing that incorporates trendiness, entertainment, interaction, customization, and e-wom dimensions can significantly and favorably affect both brand awareness and purchase intention
Co-Authors Budiono, Sidik