Studying the Impact of Social Media Marketing Attributes on the Purchase Intention of Indonesia’s Local Beauty Line

Abstract

The COVID-19 pandemic has severely affected many industries and is deemed to be a major influence on the change in business practices. With the large-scale social restrictions imposed in Indonesia, the local beauty industry needs to restructure its strategy due to the absence of in-store try on. Many brands then implement the use of social media marketing as it is believed to reach customers digitally even without the need for a physical store. In response to this situation, this research will look at the notion of leveraging social media marketing attributes as a significant medium for boosting the purchase intention to keep beauty items desirable and trustworthy even when the product is not directly tried. Furthermore, it will also investigate the usefulness of each of the social media marketing attributes types of digital marketing techniques that are most commonly utilized when promoting beauty products online. A quantitative approach will be used in this study through data gathered from online questionnaires answered by 203 respondents. This research uses descriptive statistics, Post-Hoc Tests, and a one-way ANOVA test for data analysis. As a result, this result finds a significant difference between each of the social media marketing attributes. These attributes consist of electronic word of mouth, influencer attributes, interactivity, knowledge sharing, trust, and personalized experience. The results indicate that the electronic word of mouth and influencer attributes are the elements with a higher perceived effectiveness level towards the purchase intention of Indonesia’s local beauty products, whereas the rest of the attributes are found to have a significant difference in terms of the mean by a considerably lower value. These findings contribute to the utilization of social media marketing as a way to effectively boost purchase intention in the beauty industry.