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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Awalil Fakhri, Erie
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Decision Sciences, Operations Research & Management

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Impulse Buying Cosmetic Products: The Effect of Live Streaming Quality and Flash Sale Insani, Nadhifah Qolbi; Awalil Fakhri, Erie
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.18

Abstract

The rapid increase in sales figures for the cosmetics industry in Indonesia over the last five years, which has even rivaled food and beverage sales figures, has made the cosmetics industry established as king in the FMCG line. Supported by the increasing phenomenon of online shopping, e-commerce platforms see this as an opportunity to attract potential consumers. One such platform is Shopee, which has enhanced its marketing strategy by presenting live streaming features and flash sale promotions. The interaction created between the live streamer and the audience, combined with the flash sale promotion, prompts potential consumers, who previously had no plans to buy, to make spontaneous purchases. This is commonly referred to as impulse buying. This research aims to measure the influence of live streamer quality and flash sales on impulse buying of cosmetic products on Shopee's live streaming. This research is a quantitative explanatory type with a replicative nature using the SEM-PLS analysis method. Data collection was conducted purposively on 180 respondents by distributing questionnaires. The results of this research indicate that live streamer quality has a significant effect on impulse buying, whereas flash sales do not have a significant effect on impulse buying.
The Role of Social Media in Building Brand Image: The Influence of Storytelling Marketing and User-Generated Content on Hmns Perfume Alfiaturrakhmania, Aisyah; Awalil Fakhri, Erie
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.11

Abstract

The objective of this research is to identify the effects of storytelling marketing and user-generated content on the brand image of HMNS, a local perfume brand dominating Indonesian market, among the Instagram account followers of @hmns.id. From 140 population members, 120 people meeting the sample criteria were involved as respondents. The data of this quantitative study was harvested via online questionnaires, analyzed using SEM-PLS. The results demonstrate that storytelling marketing and user-generated content positively and significantly influence the image of the brand and that the former variable is more dominant in affecting the brand image than the latter. Further, storytelling marketing enables HMNS to create appealing narratives and create emotional bonds with the consumers, creating functional, symbolic, and experiential brand image. User-generated content helps the establishment and elucidation of the brand’s image, becoming a credible information source directly produced and shared by its consumers. Additionally, such content digitally strengthens the community of HMNS perfume consumers. Therefore, both strategies are effective to be applied in perfumery and similar industries in the field of digital marketing via social media.
Co-Authors Alfiaturrakhmania, Aisyah Insani, Nadhifah Qolbi