Abstract
This study aims to test and improve the service quality to customer satisfaction and brand awareness as an intervening variable when using Instagram social media. This research carries out quantitative methods using survey through questionnaires with a total sample of 137 respondents. To find out the responses of respondents to customer satisfaction when using Instagram social media in purchasing cosmetic products by using a Likert scale. Partial Least Square (PLS) is used in this research as the data processing. The results reveal that there was a significant relationship between service quality, consumer awareness, and brand awareness. Insignificant influence only causes brand awareness of consumer satisfaction, which causes customers to have difficulty in using Instagram social media the data is better than previous experience and the services provide sellers compared to paying attention to certain brand awareness.
Highlights
The business continuity that a company offers will continue to grow if the company is able to provide the desired quality service which leads to consumer satisfaction, especially in the cosmetics industry
The objectives to achieve in this study are: 1) Testing the influence of service quality on consumer satisfaction in terms of the selection of cosmetic products through Instagram
2) Testing the influence of service quality on consumer perceptions concerning the selection of cosmetic products through Instagram
Summary
Convergent Validity of PLS could be examined by assessing the result of loading factor, or the correlation of each item scores and the construct score of each indicators. The result of the outer loading test for each indicators in this research model can be seen in picture 2 (two). The picture 2 displays that the outer loading value on all indicators have the outcome > 0.5, all indicators were valid to calculate the measured variable and meet the convergent validity, and it can be used in a further analysis. The following shows the result and the coefficient of the t-statistics test
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