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All Journal Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Gesit Thabrani
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITY AND BRAND EQUITY ON CUSTOMER RESPONSE TO SKINCARE PRODUCTS: Pengaruh Aktivitas Sosial Media Marketing dan Ekuitas Merek terhadap Respon Customer Pada Produk Skincare Hanifah Wirastuti Wirawan; Gesit Thabrani
Santhet: (Jurnal Sejarah, Pendidikan Dan Humaniora) Vol 9 No 1 (2025): SANTHET: (JURNAL SEJARAH, PENDIDIKAN DAN HUMANIORA) 
Publisher : Proram studi pendidikan Sejarah Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/santhet.v9i1.4983

Abstract

This study analyzes the impact of social media marketing activities (SMMA) on brand equity and consumer response in the skincare product. Customer responses in this research are divided into 2, namely: E-Wom and commitment. Customer response itself is the customer's response to the products or services offered by the Company regarding the products used. Customer response itself is encouraged because of the social media marketing activity carried out by the Company which aims to increase brand awareness and brand image of the company in order to get a positive response. from consumers. The research survey was conducted on 200 consumers who use social media managed by the Cosrx brand, and the data was analyzed through structural equation modeling using the Smart PLS v.4.0.9.9 application. The research results show that trends are one of the most important components of SMMA and SMMA in Cosrx skincare has a significant impact on brand awareness and brand image. Apart from that, the research results also show that brand awareness and brand image significantly influence E-Wom and commitment. It is hoped that the results of this research can be used as fundamental data in developing SMMA strategies for the beauty industry, in particular by investigating the relative importance of each SMMA component and analyzing the impact of SMMA.
Pengaruh Endorser Credibility dan Brand Credibility Terhadap Purchase Intention yang Dimediasi oleh Attitude Towards Brand pada Produk Y.O.U di Sumatera Barat Nismala Roza; Gesit Thabrani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 2 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i2.7154

Abstract

This research aims to analyze the influence of endorser credibility and brand credibility on purchase intention which is mediated by attitude towards brand on Y.O.U beauty products in West Sumatra. This study uses quantitative methods by collecting data through questionnaires involving 200 respondents. Data analysis was carried out using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS v.4.0.9.9 software. The research results show that endorser credibility and brand credibility have a positive and significant effect on attitude towards brand. Apart from that, attitude towards brand also has a positive influence on purchase intention. Furthermore, attitude towards brand is proven to mediate the relationship between endorser credibility and purchase intention as well as brand credibility and purchase intention. The implications of this research can be used by cosmetic companies in designing more effective marketing strategies by considering the selection of credible endorsers and increasing brand credibility in order to increase consumer purchase intention.
Co-Authors Hanifah Wirastuti Wirawan Nismala Roza