THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON AZARINE SUNSCREEN PURCHASE INTENTION THROUGH BRAND IMAGE ON TIKTOK USERS IN PADANG CITY
Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Purchase Intention Sunscreen Azarine Melalui Brand Image Pada Pengguna Tiktok Di Kota Padang
Keywords:
Social Media Marketing
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing dan electronic word of mouth terhadap purchase intention sunscreen azarine melalui brand image pada pengguna tiktok di kota padang. Dalam penelitian ini digunakan 161 sampel yang kemudian diolah menggunakan aplikasi Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa : (1) Social Media Marketing memiliki pengaruh positif terhadap purchase intention pada produk sunscreen Azarine di TikTok (2) eWOM memiliki pengaruh positif terhadap purchase intention pada produk sunscreen Azarine di TikTok (3) Social media marketing memiliki pengaruh positif terhadap brand image pada produk sunscreen Azarine di TikTok (4) eWOM memiliki pengaruh positif terhadap brand image pada produk sunscreen Azarine di TikTok (5) Brand image memiliki pengaruh positif terhadap purchase intention pada produk sunscreen Azarine di TikTok (6) Social media marketing memiliki pengaruh positif terhadap purchase intention pada produk sunscreen Azarine di TikTok yang dimediasi oleh brand image (7) eWOM memiliki pengaruh positif terhadap purchase intention pada produk sunscreen Azarine di TikTok yang dimediasi oleh brand image
References
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Armawan, Ivan, Sudarmiatin, Agus Hermawan, and Wening Patmi Rahayu. 2023. “The Effect of Social Media Marketing, SerQual, EWOM on Purchase Intention Mediated by Brand Image and Brand Trust: Evidence from Black Sweet Coffee Shop.” International Journal of Data and Network Science 7 (1): 141–52. https://doi.org/10.5267/j.ijdns.2022.11.008.
BİLGİN1, Yusuf. 2018. “THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY.”
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Dewi, Maria Grace Herlina, and Adine Esther Mutiha Boetar Boetar. 2022. “The Effect of Social Media Marketing on Purchase Intention in Fashion Industry.” International Journal of Data and Network Science 6 (2): 355–62. https://doi.org/10.5267/j.ijdns.2022.1.002.
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garg, P. Joshi, R. 2018. “Purchase Intention of ‘Halal’ Brands in India: The Mediating Effect of Attitude.” Journal of Islamic Marketing 9 (15 october 2018): 683–94. https://doi.org/https://doi.org/10.1108/JIMA-11-2017-0125.
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Godey, Bruno, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito, and Rahul Singh. 2016. “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior.” Journal of Business Research 69 (12): 5833–41. https://doi.org/10.1016/j.jbusres.2016.04.181.
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Harrigan, Paul, Timothy M. Daly, Kristof Coussement, Julie A. Lee, Geoffrey N. Soutar, and Uwana Evers. 2021. “Identifying Influencers on Social Media.” International Journal of Information Management 56 (September 2019): 102246. https://doi.org/10.1016/j.ijinfomgt.2020.102246.
Hendro H, Keni K. 2020. “EWOM Dan Trust Sebagai Prediktor Terhadap Purchase Intention: Brand Image Sebagai Variabel Mediasi.” Jurnal Komunikasi 12:298–310. https://scholar.archive.org/work/ianwfy3quvdqxoqxcky7s2xufu/access/wayback/https://journal.untar.ac.id/index.php/komunikasi/article/download/7760/6621.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler. 2004. “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing 18 (1): 38–52. https://doi.org/10.1002/dir.10073.
Hsieh, S-W, C-C Lu, and Y-H Lu. 2018. “A Study on the Relationship Among Brand Image, Service Quality, Customer Satisfaction, and Customer Loyalty – Taking ‘the Bao Wei Zhen Catering Team’ As an Empirical Study.” KnE Social Sciences 3 (10): 1768–81. https://doi.org/10.18502/kss.v3i10.3512.
Hsiu-Li Liao, Zhen-Yu Huang, Su-Houn Liu. 2021. “The Effects of Negative Online Reviews on Consumer Perception, Attitude and Purchase Intention: Experimental Investigation of the Amount, Quality, and Presentation Order of EWOM” 20 (3): 1–21. https://doi.org/https://doi.org/10.1145/3426883.
Jin Venus Seunga, youn Soeunmi. 2022. “They Bought It, Therefore I Will Buy It”: The Effects of Peer Users’ Conversion as Sales Performance and Entrepreneurial Sellers’ Number of Followers as Relationship Performance in Mobile Social Commerce.” Compuers in Human Behavior 131. https://doi.org/https://doi.org/10.1016/j.chb.2022.107212.
Khan, Imran. 2022. “Do Brands’ Social Media Marketing Activities Matter? A Moderation Analysis.” Journal of Retailing and Consumer Services 64 (September 2021). https://doi.org/10.1016/j.jretconser.2021.102794.
Krisnawati, Wenti. 2021. “Pengaruh Online Procrastination, Product Feature, Dan Social Influence Pada Purchase Intention Di Marketplace Shoppee.” Jurnal Manajemen Dan Bisnis Indonesia 6 (2): 210–15. https://doi.org/10.32528/jmbi.v6i2.4087.
Li, Shang, Jie Chen, and Yiwen Chen. 2023. “The Effect of Repeat Purchase Information in Electronic Word-of-Mouth (EWOM) on Purchase Intention.” Journal of Consumer Behaviour 22 (6): 1493–1508. https://doi.org/10.1002/cb.2235.
Nasution, Siti Lam’ah, Christine Herawati Limbong, and Denny Ammari Ramadhan. 2020. “PENGARUH KUALITAS PRODUK, CITRA MEREK, KEPERCAYAAN, KEMUDAHAN, Dan HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Survei Pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu).” Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen) 7 (1): 43–53. https://doi.org/10.36987/ecobi.v7i1.1528.
Naufaliza, Fairuz, and Baroroh Lestari. 2024. “Pengaruh Content Marketing Dan E-WOM Terhadap Purchase Intention Pada Media Sosial TikTok” 02 (02): 1031–34.
Ngo, Thi Thuy An, Binh Long Vuong, My Dien Le, Thanh Trung Nguyen, My My Tran, and Quoc Khanh Nguyen. 2024. “The Impact of EWOM Information in Social Media on the Online Purchase Intention of Generation Z.” Cogent Business and Management 11 (1). https://doi.org/10.1080/23311975.2024.2316933.
Nurussofiah, Febi Fatlika, Ummul Karimah, Siti Khodijah, and Ulil Hidayah. 2022. “Penerapan Media Sosial Sebagai Media Pemasaran.” DEVELOPMENT: Journal of Community Engagement 1 (2): 127–43. https://jurnal.staim-probolinggo.ac.id/index.php/DJCE/article/view/329.
Rachmat Ramadhani, Muh., and Maya Ariyanti. 2024. “Exploring the Influence of Social Media Marketing on Brand Trust, Brand Image, and Brand Loyalty for Fore Coffee.” International Journal of Science, Technology & Management 5 (4): 935–46. https://doi.org/10.46729/ijstm.v5i4.1149.
Rahaman, Md Atikur, H. M.Kamrul Hassan, Ahmed Al Asheq, and K. M.Anwarul Islam. 2022. “The Interplay between EWOM Information and Purchase Intention on Social Media: Through the Lens of IAM and TAM Theory.” PLoS ONE 17 (9 September): 1–19. https://doi.org/10.1371/journal.pone.0272926.
Salhab, Hanadi, Asmaa Al-amarneh, Sameer Aljabaly, and Mohammed Douad Othman. 2023. “The Impact of Social Media Marketing on Purchase Intention : The Mediating Role of Brand Trust and Image,” no. January. https://doi.org/10.5267/j.ijdns.2023.3.012.
Sciences, Consumer. 2019. “THE EFFECT OF E-WOM AND BRAND IMAGE ON THE INTEREST IN BUYING THE HEAVENLY BLUSH YOGHURT PRODUCT” 5 (2): 158–67.
Sciences, Management, Lahore Campus, Rao Bakhat Yawar, Management Sciences, Lahore Campus, Rao Usama Ghafar, Senior Sales Executive, and Nayatel Private Limited. 2021. “INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION DUAL MEDIATION OF BRAND IMAGE AND PERCEIVED VALUE : EVIDENCE FROM PAKISTAN” 12 (4): 570–82. https://doi.org/10.34218/IJM.12.4.2021.048.
Seo, Eun Ju, and Jin Woo Park. 2018. “A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry.” Journal of Air Transport Management 66 (September 2017): 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014.
Septiano, Renil, and Laynita Sari. 2021. “Determination of Consumer Value and Purchase Decisions: Analysis of Product Quality, Location, and Promotion.” Dinasti International Journal of Digital Business Management 2 (3): 482–98. https://doi.org/10.31933/dijdbm.v2i3.834.
Solihin, Dede. 2022. “The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth ( E-WOM ) and Social Media on Purchase Intention” 19 (2): 193–205
Alsoud, Malek, Sabri Mahmoud Alfdool, Ali Trawnih, Abdullah Saleh Helalat, Lu’ay Al-Mu’ani, and Nihaiah Mahrakani. 2023. “Social Media Marketing Activities and Tourists’ Purchase Intention.” International Journal of Data and Network Science 7 (2): 677–86. https://doi.org/10.5267/j.ijdns.2023.3.004.
Armawan, Ivan, Sudarmiatin, Agus Hermawan, and Wening Patmi Rahayu. 2023. “The Effect of Social Media Marketing, SerQual, EWOM on Purchase Intention Mediated by Brand Image and Brand Trust: Evidence from Black Sweet Coffee Shop.” International Journal of Data and Network Science 7 (1): 141–52. https://doi.org/10.5267/j.ijdns.2022.11.008.
BİLGİN1, Yusuf. 2018. “THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY.”
Christy M.K. Cheung, Dimple R. Thadani. 2012. “The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model” 54 (1): 461–70. https://doi.org/https://doi.org/10.1016/j.dss.2012.06.008.
D Evans, S Bratton, J McKee. 2021. “Social Media Marketing.” In Books.Google.Com. https://books.google.co.id/books?id=7lgkEAAAQBAJ&printsec=frontcover&hl=id.
Dewi, Maria Grace Herlina, and Adine Esther Mutiha Boetar Boetar. 2022. “The Effect of Social Media Marketing on Purchase Intention in Fashion Industry.” International Journal of Data and Network Science 6 (2): 355–62. https://doi.org/10.5267/j.ijdns.2022.1.002.
Duffett, Rodney Graeme. 2017. “Influence of Social Media Marketing Communications on Young Consumers’ Attitudes.” Young Consumers 18 (1): 19–39. https://doi.org/10.1108/YC-07-2016-00622.
garg, P. Joshi, R. 2018. “Purchase Intention of ‘Halal’ Brands in India: The Mediating Effect of Attitude.” Journal of Islamic Marketing 9 (15 october 2018): 683–94. https://doi.org/https://doi.org/10.1108/JIMA-11-2017-0125.
Ghozali, Imam, and Hengky Latan. 2019. Partial Least Squares : Konsep, Teknik Dan Aplikasi Menggunakan Program SmartPLS 3.0. Edited by Sintinjak Toni. 4th ed. Semarang: Badan Penerbit Universitas Diponegoro.
Godey, Bruno, Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito, and Rahul Singh. 2016. “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior.” Journal of Business Research 69 (12): 5833–41. https://doi.org/10.1016/j.jbusres.2016.04.181.
Hair, William C Black, Barry J Babin, Rolph E Anderson, William C Black, and Rolph E Anderson. 2019. Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4.
Hair, J F, Willian C. Black, Barry J. Babin, and Rolph E. Anderson. 2014. Multivariate Data Analysis: A Global Perspective. 7th ed. New Jersey: Pearson Education.
Hansopaheluwan Scherly, Pola Ronaldy Johanes, Kristiyanto Jeffry, Prabowo harjanto, Hamsal Mohammad, lukmanto Bryan. 202AD. “The Influence Of Social Media Marketing, Website Quality, E-Wom, And Perceived Value On The Purchase Intention (Case Study: PT. Vita Nova Atletik’s Local Brand Sports Shoes).” International Conference on Information Management and Technology ICIMTech). https://doi.org/https://doi.org/10.1109/ICIMTech50083.2020.9211187.
Harrigan, Paul, Timothy M. Daly, Kristof Coussement, Julie A. Lee, Geoffrey N. Soutar, and Uwana Evers. 2021. “Identifying Influencers on Social Media.” International Journal of Information Management 56 (September 2019): 102246. https://doi.org/10.1016/j.ijinfomgt.2020.102246.
Hendro H, Keni K. 2020. “EWOM Dan Trust Sebagai Prediktor Terhadap Purchase Intention: Brand Image Sebagai Variabel Mediasi.” Jurnal Komunikasi 12:298–310. https://scholar.archive.org/work/ianwfy3quvdqxoqxcky7s2xufu/access/wayback/https://journal.untar.ac.id/index.php/komunikasi/article/download/7760/6621.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler. 2004. “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?” Journal of Interactive Marketing 18 (1): 38–52. https://doi.org/10.1002/dir.10073.
Hsieh, S-W, C-C Lu, and Y-H Lu. 2018. “A Study on the Relationship Among Brand Image, Service Quality, Customer Satisfaction, and Customer Loyalty – Taking ‘the Bao Wei Zhen Catering Team’ As an Empirical Study.” KnE Social Sciences 3 (10): 1768–81. https://doi.org/10.18502/kss.v3i10.3512.
Hsiu-Li Liao, Zhen-Yu Huang, Su-Houn Liu. 2021. “The Effects of Negative Online Reviews on Consumer Perception, Attitude and Purchase Intention: Experimental Investigation of the Amount, Quality, and Presentation Order of EWOM” 20 (3): 1–21. https://doi.org/https://doi.org/10.1145/3426883.
Jin Venus Seunga, youn Soeunmi. 2022. “They Bought It, Therefore I Will Buy It”: The Effects of Peer Users’ Conversion as Sales Performance and Entrepreneurial Sellers’ Number of Followers as Relationship Performance in Mobile Social Commerce.” Compuers in Human Behavior 131. https://doi.org/https://doi.org/10.1016/j.chb.2022.107212.
Khan, Imran. 2022. “Do Brands’ Social Media Marketing Activities Matter? A Moderation Analysis.” Journal of Retailing and Consumer Services 64 (September 2021). https://doi.org/10.1016/j.jretconser.2021.102794.
Krisnawati, Wenti. 2021. “Pengaruh Online Procrastination, Product Feature, Dan Social Influence Pada Purchase Intention Di Marketplace Shoppee.” Jurnal Manajemen Dan Bisnis Indonesia 6 (2): 210–15. https://doi.org/10.32528/jmbi.v6i2.4087.
Li, Shang, Jie Chen, and Yiwen Chen. 2023. “The Effect of Repeat Purchase Information in Electronic Word-of-Mouth (EWOM) on Purchase Intention.” Journal of Consumer Behaviour 22 (6): 1493–1508. https://doi.org/10.1002/cb.2235.
Nasution, Siti Lam’ah, Christine Herawati Limbong, and Denny Ammari Ramadhan. 2020. “PENGARUH KUALITAS PRODUK, CITRA MEREK, KEPERCAYAAN, KEMUDAHAN, Dan HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (Survei Pada Mahasiswa S1 Fakultas Ekonomi Jurusan Manajemen Universitas Labuhan Batu).” Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen) 7 (1): 43–53. https://doi.org/10.36987/ecobi.v7i1.1528.
Naufaliza, Fairuz, and Baroroh Lestari. 2024. “Pengaruh Content Marketing Dan E-WOM Terhadap Purchase Intention Pada Media Sosial TikTok” 02 (02): 1031–34.
Ngo, Thi Thuy An, Binh Long Vuong, My Dien Le, Thanh Trung Nguyen, My My Tran, and Quoc Khanh Nguyen. 2024. “The Impact of EWOM Information in Social Media on the Online Purchase Intention of Generation Z.” Cogent Business and Management 11 (1). https://doi.org/10.1080/23311975.2024.2316933.
Nurussofiah, Febi Fatlika, Ummul Karimah, Siti Khodijah, and Ulil Hidayah. 2022. “Penerapan Media Sosial Sebagai Media Pemasaran.” DEVELOPMENT: Journal of Community Engagement 1 (2): 127–43. https://jurnal.staim-probolinggo.ac.id/index.php/DJCE/article/view/329.
Rachmat Ramadhani, Muh., and Maya Ariyanti. 2024. “Exploring the Influence of Social Media Marketing on Brand Trust, Brand Image, and Brand Loyalty for Fore Coffee.” International Journal of Science, Technology & Management 5 (4): 935–46. https://doi.org/10.46729/ijstm.v5i4.1149.
Rahaman, Md Atikur, H. M.Kamrul Hassan, Ahmed Al Asheq, and K. M.Anwarul Islam. 2022. “The Interplay between EWOM Information and Purchase Intention on Social Media: Through the Lens of IAM and TAM Theory.” PLoS ONE 17 (9 September): 1–19. https://doi.org/10.1371/journal.pone.0272926.
Salhab, Hanadi, Asmaa Al-amarneh, Sameer Aljabaly, and Mohammed Douad Othman. 2023. “The Impact of Social Media Marketing on Purchase Intention : The Mediating Role of Brand Trust and Image,” no. January. https://doi.org/10.5267/j.ijdns.2023.3.012.
Sciences, Consumer. 2019. “THE EFFECT OF E-WOM AND BRAND IMAGE ON THE INTEREST IN BUYING THE HEAVENLY BLUSH YOGHURT PRODUCT” 5 (2): 158–67.
Sciences, Management, Lahore Campus, Rao Bakhat Yawar, Management Sciences, Lahore Campus, Rao Usama Ghafar, Senior Sales Executive, and Nayatel Private Limited. 2021. “INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION DUAL MEDIATION OF BRAND IMAGE AND PERCEIVED VALUE : EVIDENCE FROM PAKISTAN” 12 (4): 570–82. https://doi.org/10.34218/IJM.12.4.2021.048.
Seo, Eun Ju, and Jin Woo Park. 2018. “A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry.” Journal of Air Transport Management 66 (September 2017): 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014.
Septiano, Renil, and Laynita Sari. 2021. “Determination of Consumer Value and Purchase Decisions: Analysis of Product Quality, Location, and Promotion.” Dinasti International Journal of Digital Business Management 2 (3): 482–98. https://doi.org/10.31933/dijdbm.v2i3.834.
Solihin, Dede. 2022. “The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth ( E-WOM ) and Social Media on Purchase Intention” 19 (2): 193–205
Published
2025-02-11
How to Cite
Dea Putri Ananda, & Thamrin. (2025). THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON AZARINE SUNSCREEN PURCHASE INTENTION THROUGH BRAND IMAGE ON TIKTOK USERS IN PADANG CITY: Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Purchase Intention Sunscreen Azarine Melalui Brand Image Pada Pengguna Tiktok Di Kota Padang. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 9(1), 352-358. https://doi.org/10.36526/santhet.v9i1.5019
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