GREEN BEAUTY REVOLUTION: HOW IMPORTANT IS THE ROLE OF SOCIAL MEDIA IN SHAPING PURCHASE INTENTION IN THE INDONESIAN COSMETICS INDUSTRY?
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Aditia Rajwita Rizki Ananda(1*)
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
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Siti Munawaroh(2)
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
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Kurniawati Kurniawati(3)
Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Trisakti
(*) Corresponding Author
Abstract
Cosmetic products have become an essential part of Indonesian women's routines. However, the recent use of cosmetics has a low environmental impact. The research uses the non-probability sampling method with the purposive sampling technique. Sampling was distributing questionnaires to 246 respondents who are consumers of eco-friendly cosmetic products. Hypothesis testing was performed using structural equation modeling with the support of AMOS24 software. These findings underline the important role of brand equity, which is influenced by social media usage, brand awareness, and brand image. And then have a significant influence on purchase intentions, especially in the eco-friendly cosmetic industry. However, this study has not explored the effectiveness of various platforms, interaction frequencies, and specific content types. To strengthen brand equity and influence purchase intention, further research suggests exploring this and adding other variables, such as product innovation, customer relationships, and brand value.
Keywords: Social Media Usage; Brand Awareness; Brand Image; Brand Equity; Purchase Intention
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References
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https://doi.org/10.23917/benefit.v6i2.15492
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https://doi.org/10.1108/JRME-07-2020-0097
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https://doi.org/10.25105/jet.v3i1.15577
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Lesmana, N., Masnita, Y., & Kurniawati, K. (2023). Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity. Jurnal Administrasi Bisnis, 12(1), 31–42. https://doi.org/10.14710/jab.v12i1.47975
Lilembalemba, I., & Phiri, J. (2024). Effects of Social Media Marketing on Brand Awareness Based on the Stimulus Organism Response Model in Developing Countries. Open Journal of Business and Management, 12(01), 615–633. https://doi.org/10.4236/ojbm.2024.121035
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Murtiasih, S., Hermana, B., & Febriani, W. (2021). The Effect of Marketing Communication on Brand Equity with Brand Image, Brand Trust, and Brand Loyalty as the Intervening Variables. Journal of International Business Research and Marketing, 7(1), 7–16. https://doi.org/10.18775/jibrm.1849-8558.2015.71.3001
Nazar, M., Siregar, W. V., & Bachri, N. (2024). Factors Influencing Purchase Interest in LOCKNLOCK Products. 25(02), 181–188.
Nekmahmud, M., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185(December), 122067. https://doi.org/10.1016/j.techfore.2022.122067
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https://doi.org/10.3389/fpsyg.2021.678766
Permana, E., Eka P. R. S., Alfinda, P. D., & Mardhiyah, M. (2024). Strategi Pemasaran Produk Skincare Somethinc Di Kalangan Generasi Z. Jurnal Pemasaran Kompetitif, 7(2), 119–135. https://doi.org/10.32493/jpkpk.v7i2.29289
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Published
2025-07-16
How to Cite
Ananda, A., Munawaroh, S., & Kurniawati, K. (2025). GREEN BEAUTY REVOLUTION: HOW IMPORTANT IS THE ROLE OF SOCIAL MEDIA IN SHAPING PURCHASE INTENTION IN THE INDONESIAN COSMETICS INDUSTRY?. Journal of Management : Small and Medium Enterprises (SMEs), 18(2), 1163-1181. https://doi.org/10.35508/jom.v18i2.20223
Section
Articles
