The Impact of Social Media Marketing on Gen Z Males' Purchase Intention of Facial Wash Product
DOI:
https://doi.org/10.58229/jims.v1i2.119Keywords:
Social Media Marketing, Brand Image, Brand Trust, Brand Loyalty, Purchase IntentionAbstract
The worldwide cosmetics sector is expanding quickly in the modern period due to rising consumer demand. More and more people, regardless of gender, strive to achieve visual appeal and good health. The worldwide cosmetics sector has seen tremendous growth in the popularity of skincare products. Male skincare product consumers are growing due to changing lifestyles and heightened self-awareness. Earlier research indicates that social media has a significant role in luring males to purchase skincare products. Knowing how effective social media marketing is towards Gen-Z males' purchase intention is essential. Thus, there is a need for a comprehensive examination to be carried out. The primary objective of this research is to determine whether social media marketing has a direct or indirect impact on the purchase intention of facial wash brands. This research is conducted using a quantitative approach, utilizing a survey distributed towards 306 respondents Gen-Z males who live in Bandung aged 18 - 26, have previously purchased facial wash products from any brand, and use social media frequently. The data that was collected was analyzed using descriptive statistics and PLS-SEM. The result of the analysis shows that social media marketing has a direct and positive impact on purchase intention. However, their relationship seems to be on the low-to-average level. In order to strengthen their relationship, it is found that the mediator variables, which are brand image, brand trust, and brand loyalty, are needed. Therefore, to effectively use social media marketing to influence purchase intention, brands have to consider building a good brand image, brand trust, and brand loyalty. The findings of this research can be utilized by marketers who intend to create purchase intention through social media marketing.
References
AlHaddad, A. (2015) ‘A Structural Model of the Relationships Between Brand Image, Brand Trust, and Brand Loyalty’, in. Available at: https://www.semanticscholar.org/paper/A-STRUCTURAL-MODEL-OF-THE-RELATIONSHIPS-BETWEEN-AND-AlHaddad/a95b33010c82ac5f2bc2c713661642d3dbdfbe1b
Bolton, R.N. and Drew, J.H. (1991) ‘A Multistage Model of Customers’ Assessments of Service Quality and Value’, Journal of Consumer Research, 17(4), pp. 375–384. Available at: https://doi.org/10.1086/208564.
Chairina, R.R.L. et al. (2023) ‘Dampak Gender pada Pembelian Produk Perawatan Wajah di Negara Beriklim Tropis’, Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 12(2), p. 368. Available at: https://doi.org/10.30588/jmp.v12i2.1274.
Elfi, E. (2023) ‘Analyzing Gender-Related Factors Toward the Purchase Intention of Male Skincare Products in Indonesia’, Jurnal Nomosleca, 9(1), pp. 48–66. Available at: https://doi.org/10.26905/nomosleca.v9i1.9333.
Foster, B. (2017) ‘Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company)’, American Research Journal of Humanities and Social Sciences, 2(1). Available at: https://doi.org/10.21694/2378-7031.16023.
Herdiyanti, N. and Titus, A. (2013) ‘Research on Market Trends and Consumer Behavior in Male Grooming Products (Especially Face Cleansers Category) in Indonesia’, The Indonesian Journal of Business Administration [Preprint].
Hermawan, F. and Matusin, I.O. (2023) ‘The Influence of Social Media Advertisements to Purchase Intention’, Jurnal Ekonomi Trisakti, 3(1), pp. 1623–1636. Available at: https://doi.org/10.25105/jet.v3i1.16185.
Hulland, J. (1999) ‘Use of partial least squares (PLS) in strategic management research: a review of four recent studies’, Strategic Management Journal, 20(2), pp. 195–204. Available at: https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7.
Hung, D.K.M. et al. (2023) ‘The Influence of Customer Satisfaction, brand trust and Brand Loyalty on Purchase Intention: A Study of McDonald’s in Malaysia’, International Journal of Tourism & Hospitality in Asia Pasific, 6(2), pp. 88–101. Available at: https://doi.org/10.32535/ijthap.v6i2.2343.
Ibrahim, B. (2021) ‘Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination’, Journal of Promotion Management, 28, pp. 1–31. Available at: https://doi.org/10.1080/10496491.2021.1955080.
Ibrahim, B. and Aljarah, A. (2018) ‘Dataset of relationships among social media marketing activities, brand loyalty, revisit intention. Evidence from the hospitality industry in Northern Cyprus’, Data in Brief, 21, pp. 1823–1828. Available at: https://doi.org/10.1016/j.dib.2018.11.024.
Jayasuriya, N. et al. (2020) ‘The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo’, Journal of Business Studies, 7, p. 149. Available at: https://doi.org/10.4038/jbs.v7i1.57.
Jr, J.L.M., Arnold D. Well, Robert F. Lorch (2010) Research Design and Statistical Analysis: Third Edition. 3rd edn. New York: Routledge. Available at: https://doi.org/10.4324/9780203726631.
Kaliyadan, F. and Kulkarni, V. (2019) ‘Types of Variables, Descriptive Statistics, and Sample Size’, Indian Dermatology Online Journal, 10(1), p. 82. Available at: https://doi.org/10.4103/idoj.IDOJ_468_18.
Kang, I.-H. and Jo, H.-J. (2023) ‘The Influence of Social Media Marketing of cosmetic companies on Brand Image and Purchase Behavior’, The Korean Society Of Beauty And Art, 24(1), pp. 1–14. Available at: https://doi.org/10.18693/jksba.2023.24.1.47.
Kaur, P., Stoltzfus, J. and Yellapu, V. (2018) ‘Descriptive statistics’, International Journal of Academic Medicine, 4(1), p. 60. Available at: https://doi.org/10.4103/IJAM.IJAM_7_18.
Kim, A.J. and Ko, E. (2012) ‘Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand’, Journal of Business Research, 65(10), pp. 1480–1486. Available at: https://doi.org/10.1016/j.jbusres.2011.10.014.
Kim, E.-J., Kim, S.-H. and Lee, Y.-K. (2019) ‘The effects of brand hearsay on brand trust and brand attitudes’, Journal of Hospitality Marketing & Management, 28, pp. 1–20. Available at: https://doi.org/10.1080/19368623.2019.1567431.
Laksamana, P. (2018) ‘Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry’, International Review of Management and Marketing, 8(1), pp. 13–18.
Lee, J.E., Goh, M.L. and Mohd Noor, M.N.B. (2019) ‘Understanding purchase intention of university students towards skin care products’, PSU Research Review, 3(3), pp. 161–178. Available at: https://doi.org/10.1108/PRR-11-2018-0031.
Moslehpour, M. et al. (2020) ‘The Effects of Social Media Marketing, Trust, and Brand Image on Consumers’ Purchase Intention of GO-JEK in Indonesia’, in Proceedings of the 2020 The 6th International Conference on E-Business and Applications. New York, NY, USA: Association for Computing Machinery (ICEBA 2020), pp. 5–10. Available at: https://doi.org/10.1145/3387263.3387282.
Samat, M. et al. (2020) ‘Mediating Effect of Social Media Marketing Adoption Towards Business Performance: An Approach of Structural Equation Modelling Partial Least Square (SEM-PLS)’, Research in World Economy, 11, p. 100. Available at: https://doi.org/10.5430/rwe.v11n5p100.
Sanny, L. et al. (2020) ‘Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust’, Management Science Letters, pp. 2139–2146. Available at: https://doi.org/10.5267/j.msl.2020.3.023.
the School of Business, International University – VNU-HCM, Khuong, M.N. and Duyen, H.T.M. (2016) ‘Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products — A Study in Ho Chi Minh City, Vietnam’, International Journal of Trade, Economics and Finance, 7(2), pp. 44–50. Available at: https://doi.org/10.18178/ijtef.2016.7.2.497.
Toor, A., Husnain, M. and Hussain, T. (2017) ‘The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator’, Asian Journal of Business and Accounting, 10, pp. 167–199.
Yoo, B., Donthu, N. and Lee, S. (2000) ‘An examination of selected marketing mix elements and brand equity’, Journal of the Academy of Marketing Science, 28(2), pp. 195–211. Available at: https://doi.org/10.1177/0092070300282002.
Zakaria, Z. et al. (2021) ‘Malaysian Males Skincare Product Purchases’, Asian Journal of Research in Business and Management, 3(3), pp. 94–103.
Book
Cohen, J. (1988) Statistical power analysis for the behavioral sciences. 2nd ed. Hillsdale, N.J: L. Erlbaum Associates.
Huck, S.W. (2012) Reading statistics and research. 6th ed. Boston: Pearson.
Wong, K. (2013) ‘Partial least square structural equation modeling (PLS-SEM) techniques using SmartPLS’, Marketing Bulletin, 24, pp. 1–32.
Internet Source
Bagaimana Persepsi Laki-Laki Indonesia terhadap Skincare?, GoodStats. Available at: https://goodstats.id/article/persepsi-laki-laki-indonesia-terhadap-skincare-Dn1Nq
Social Media - Statistics and Facts, Statista. Available at: https://www.statista.com/topics/1164/social-networks/
R. and M. Skin Care Products Global Market Report 2023 - Research and Markets. Available at: https://www.researchandmarkets.com/reports/5741612/skin-care-products-global-market-report
Song (2022) ‘2022 Beauty Trends - JAKPAT Survey Report 2022’, Jakpat, 28 November. Available at: https://blog.jakpat.net/2022-beauty-trends-jakpat-survey-report-2022/
