Research Article
Impact of Social Media Marketing, Brand Equity on Intention to Buy Beauty and Body Care Product
@INPROCEEDINGS{10.4108/eai.4-9-2024.2354017, author={Wiwik Damayanti and Mahrinasari MS and Satria Bangsawan}, title={Impact of Social Media Marketing, Brand Equity on Intention to Buy Beauty and Body Care Product}, proceedings={Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia}, publisher={EAI}, proceedings_a={ICEBE}, year={2024}, month={12}, keywords={social media marketing brand equity intention to buy}, doi={10.4108/eai.4-9-2024.2354017} }- Wiwik Damayanti
Mahrinasari MS
Satria Bangsawan
Year: 2024
Impact of Social Media Marketing, Brand Equity on Intention to Buy Beauty and Body Care Product
ICEBE
EAI
DOI: 10.4108/eai.4-9-2024.2354017
Abstract
This research aims to determine the intention to purchase Wardah brand beauty and body care products on the TikTok application which is thought to be caused by social media marketing factors and brand equity. This research focused on generation Z women who actively use TikTok social media, totaling 280 respondents using a purposive sampling technique. Next, the data will be processed using structural equation modeling with the help of the LISREL application. The research results show that social media marketing is very effective in increasing brand equity and purchasing activity. Marketing carried out in an interesting context can increase consumer involvement which has an effect on brand equity, namely brand awareness which indirectly records the product advantages conveyed by business products which can lead to consumer purchase intentions towards the product.
