Unlocking Purchase Intentions: The Impact of Social Media Marketing and E-WOM on Scarlett Products

Praatmana, Nanang Dwi; H., Ag. Sunarno; Sutono

doi:10.15294/maj.v13i3.24133

Jurnal

Unlocking Purchase Intentions: The Impact of Social Media Marketing and E-WOM on Scarlett Products

Management Analysis Journal · Vol. 13 No. 3 (2024) · hlm. 327–337

DOI: 10.15294/maj.v13i3.24133
ISSN: 2502-1451, 2252-6552
Terbit: 2024-09-30
Penerbit: Universitas Negeri Semarang
Bahasa: eng

Abstrak

The Indonesian cosmetics market is becoming increasingly competitive, with local brands such as Scarlett, gaining significant traction through social media. Previous studies report mixed findings regarding the influence of social media marketing and E-WOM on consumer purchase intentions. This study aims to measure the purchase intention of Scarlett products through social media marketing and E-WOM, using brand trust and consumer engagement as intervening variables. This study employs a quantitative approach. The population consists of skincare consumers in Indonesia, selected using purposive sampling with the criteria of being active social media users. A total of 180 respondents were selected. The collected data were analyzed using Structural Equation Modeling (SEM) AMOS. The results indicate that social media marketing and E-WOM do not directly affect purchase intention. However, they positively and significantly influence brand trust and consumer engagement. Moreover, brand trust and consumer engagement positively and significantly impact purchase intention. Finally, brand trust and consumer engagement fully mediate the relationship between social media marketing, E-WOM, and purchase intention for Scarlett products.

Kata kunci

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11 penulis · 23 tautan kepenulisan bersama · 2 lintas organisasi

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State University of Semarang
Muria Kudus University

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Tampilkan sebagai tabel

Rekan penulis	Organisasi	Artikel bersama
Endah Prapti Lestari	State University of Semarang	1
Dwi Cahyaningdyah	State University of Semarang	1
Kartika Dwi Chandra Sari	State University of Semarang	1
Athoillah	State University of Semarang	1
Widya Prananta	State University of Semarang	1
Dorojatun Prihandono	State University of Semarang	1
Bogy Febriatmoko	State University of Semarang	1
Bayu Wiratama	State University of Semarang	1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/maj/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.

Metadata asli (oai_dc)

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	<dc:title xml:lang="en">Unlocking Purchase Intentions: The Impact of Social Media Marketing and E-WOM on Scarlett Products</dc:title>
	<dc:creator xml:lang="en">Praatmana, Nanang Dwi</dc:creator>
	<dc:creator xml:lang="en">H., Ag. Sunarno</dc:creator>
	<dc:creator xml:lang="en">Sutono</dc:creator>
	<dc:subject xml:lang="en">Social Media Marketing</dc:subject>
	<dc:subject xml:lang="en">E-WOM</dc:subject>
	<dc:subject xml:lang="en">Brand Trust</dc:subject>
	<dc:subject xml:lang="en">Consumer Engagement</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:description xml:lang="en">The Indonesian cosmetics market is becoming increasingly competitive, with local brands such as Scarlett, gaining significant traction through social media. Previous studies report mixed findings regarding the influence of social media marketing and E-WOM on consumer purchase intentions. This study aims to measure the purchase intention of Scarlett products through social media marketing and E-WOM, using brand trust and consumer engagement as intervening variables. This study employs a quantitative approach. The population consists of skincare consumers in Indonesia, selected using purposive sampling with the criteria of being active social media users. A total of 180 respondents were selected. The collected data were analyzed using Structural Equation Modeling (SEM) AMOS. The results indicate that social media marketing and E-WOM do not directly affect purchase intention. However, they positively and significantly influence brand trust and consumer engagement. Moreover, brand trust and consumer engagement positively and significantly impact purchase intention. Finally, brand trust and consumer engagement fully mediate the relationship between social media marketing, E-WOM, and purchase intention for Scarlett products.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2024-09-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/maj/article/view/24133</dc:identifier>
	<dc:identifier>10.15294/maj.v13i3.24133</dc:identifier>
	<dc:source xml:lang="en">Management Analysis Journal; Vol. 13 No. 3 (2024): Special Edition; 327-337</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v13i3</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/maj/article/view/24133/4101</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Management Analysis Journal</dc:rights>
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