Title : The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

Vol 7 No 8 (2024): Volume 07 Issue 08 August 2024

Article Date Published : 15 August 2024 | Page No.: 6492-6499 | Google Scholar | Crossref doi for this article

Abstract :

People’s demeanor and interactions in Indonesia have progressed into more digital, thus businesses and companies have shifted their marketing efforts to digital marketing. The objective of this investigation is to determine the effects of SMC on brand association and repurchase intention for a beauty brand in Indonesia, given the significant changes in people’s behavior and interaction caused by the use of digital technology, particularly social media, as well as the rapid growth of the beauty industry in Indonesia. 290 samples were gathered utilizing an online survey form. Purposive sampling was employed to ensure respondent validity, and the results were assessed using SmartPLS 3.0’s structural equation modeling (SEM) approach. This study discovered that social media communication had a positive and substantial effect on repurchase intention through brand association, with company-generated content having a stronger influence on repurchase intention than user-generated content.

Keywords :

Brand association, firm-generated content, Repurchase Intention, Social media communication, User-generated content.

References :

  1. Aaker, D. (1991). Managing Brand Equity. Free Press.
  2. Agusiady, R., Saepudin, D., & Aripin, Z. (2024). The influence of social media communication on consumer perceptions of brands and purchase intentions in the pandemic and post-pandemic era: an analytical study. Jesocin, 2(1), 1–15. www.jesocin.com1
  3. Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). “Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53.
  4. Aljarah, A., Sawaftah, D., Ibrahim, B., & Lahuerta-Otero, E. (2022). The differential impact of user- and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter. European Journal of Innovation Management. https://doi.org/10.1108/EJIM-05-2022-0259
  5. Annur, C. M. (2024, January 11). Perawatan dan Kecantikan, Kategori FMCG Terlaris di E-commerce RI 2023. Https://Databoks.Katadata.Co.Id/Datapublish/2024/01/11/Perawatan-Dan-Kecantikan-Kategori-Fmcg-Terlaris-Di-eCommerce-Ri-2023.
  6. Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
  7. Bu, Y., Parkinson, J., & Thaichon, P. (2020). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal, 29(2), 128–148.
  8. Cheung, M. L., Pires, G. D., & Rosenberger, P. J. I. (2020). Exploring Synergetic Effects of Social-Media Communication and Distribution Strategy on ConsumerBased Brand Equity. Asian Journal of Business Research, 10(1). https://doi.org/10.14707/ajbr.200078
  9. Dinartanti, R. F., & Indrawati. (2024). Analysis Of Consumer Preferences In Choosing Smartphone Through User Comments On Youtube. Quality-Access to Success, 25(200). https://doi.org/10.47750/QAS/25.200.34
  10. Du Plessis, C. (2017). The role of content marketing in social media content communities. SA Journal of Information Management, 19(1), 1–7.
  11. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications, Inc.
  12. Herdiyani, S., Safa’atul Barkah, C., Auliana, L., & Sukoco, I. (2022). Peranan Media Sosial Dalam Mengembangkan Suatu Bisnis. Jurnal Administrasi Bisnis, 18(2), 103–121. https://doi.org/10.26593/jab.v18i2.5878.103-121
  13. Ho-Dac, N. N. (2020). The value of online user generated content in product development. Journal of Business Research, 112, 136–146. https://doi.org/10.1016/j.jbusres.2020.02.030
  14. Hollebeek, L. D., Smith, D. L. G., Kasabov, E., Hammedi, W., Warlow, A., & Clark, M. K. (2021). Customer brand engagement during service lockdown. Journal of Services Marketing, 35(2), 201–209. https://doi.org/10.1108/JSM-052020-0199
  15. Hong, J., Repetti, T., Erdem, M., & Henthorne, T. (2019). Effect of guest demographics on perception of hotel room price. Journal of Hospitality and Tourism Insights, 3(1), 3–16. https://doi.org/10.1108/JHTI-01-2019-0014
  16. Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing and Management, 16. https://doi.org/10.1016/j.jdmm.2020.100413
  17. Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis Konvergensi Teknologi Komunikasi dan Informasi (D. Sumayyah, Ed.). Refika Aditama.
  18. Kanchan, S., & Gaidhane, A. (2023). Social Media Role and Its Impact on Public Health: A Narrative Review. Cureus. https://doi.org/10.7759/cureus.33737
  19. Katadata. (2023). 50 Merek Lokal Paling Populer. Https://Katadata.Co.Id/Merek-Lokal.
  20. Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.
  21. Kemp, S. (2023, February 9). Digital 2023: Indonesia. Https://Datareportal.Com/Reports/Digital-2023-Indonesia.
  22. Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumerbased brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53– 72. https://doi.org/10.1108/APJML-07-2019-0453
  23. Kulikovskaja, V., Hubert, M., Grunert, K. G., & Zhao, H. (2023). Driving marketing outcomes through social media-based customer engagement. Journalof Retailing and Consumer Services, 74,   https://doi.org/10.1016/j.jretconser.2023.103445
  24. KumparanWoman. (2022, October). Dukung Klamby di London Fashion Week 2023, Wardah Raih Best Beauty Award. Https://Kumparan.Com/Kumparanwoman/Dukung-Klamby-Di-London-Fashion-Week-2023-Wardah-Raih-BestBeauty-Award-1yymz4TOrVf.
  25. Limanseto, H. (2024, February 3). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue  Economy.Https://Www.Ekon.Go.Id/Publikasi/Detail/5626/Hasilkan-Produk-Berdaya-Saing-Global-Industri-Kosmetik NasionalMampu-Tembus-Pasar-Ekspor-Dan-Turut-Mendukung-Penguatan-Blue-Economy.
  26. Lin, K., Du, W., Yang, S., Liu, C., & Na, S. (2023). The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement. Sustainability, 15(8), 6424. https://doi.org/10.3390/su15086424
  27. Lintin, I. Y. (2023). Data Penjualan FMCG: Compas.co.id Ungkap Market FMCG di E-commerce Mencapai Rp57,6 Triliun Sepanjang 2023! Https://Compas.Co.Id/Article/Data-Penjualan-Fmcg-e-Commerce-2023/.
  28. Ludiyanto, A. (2023, October). Paragon Raih 3 Penghargaan IHYA 2023, Salah Satunya Best of The Best. Https://Teknologi.Solopos.Com/Paragon-Raih-3-Penghargaan-Ihya-2023-Salah-Satunya-Best-of-the-Best-1776536.
  29. Müller, J., & Christandl, F. (2019). Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46–55.
  30. Nur, S. (2023, September). Paragon Raih 3 Penghargaan di LPPOM MUI Halal Award 2023.Https://News.Detik.Com/Berita/d-6915956/Paragon-Raih-3-Penghargaan-Di-Lppom-Mui-Halal-Award-2023.
  31. Nurhayati, H. (2023, July 19). Leading  local skincare brands  Indonesia 2023. Https://Www.Statista.Com/Statistics/1396724/Indonesia-Leading-Local-Skincare-Brands/.
  32. Palit, R., Laloma, A., & Londa, V. (2021). Perilaku Masyarakat Era Digital (Studi Di Kelurahan Tingkulu Kecamatan Wanea Kota Manado). Jurnal Administrasi Publik, 72–80.
  33. Perera, C. H., Nguyen, L. T. Van, & Nayak, R. (2023). Brand engagement on social media and its impact on brand equity in higher education: integrating the social identity perspective. International Journal of Educational Management, 37(6– 7), 1335–1359. https://doi.org/10.1108/IJEM-05-2023-0260
  34. Portal     Informasi Indonesia. (2023, December 3). Fenomena Cantik   Industri Kosmetik.Https://Indonesia.Go.Id/Kategori/Editorial/7804/Fenomena-Cantik-Industri-Kosmetik?Lang=1.
  35. Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology and People, 32(2), 387–404. https://doi.org/10.1108/ITP-03-2018-0134
  36. Riyanto, A. D.      (2024, February   21). Hootsuite (We are Social): Data Digital Indonesia 2024. Https://Andi.Link/Hootsuite-We-Are-Social-Data-Digital-Indonesia-2024/.
  37. Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity. International Journal of Retail & Distribution Management, 43(3), 276–292. https://doi.org/10.1108/IJRDM-02-2014-0024
  38. Schivinski, B., Pontes, N., Czarnecka, B., Mao, W., De Vita, J., & Stavropoulos, V. (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management, 31(7), 1047–1062. https://doi.org/10.1108/JPBM-05-2021-3468
  39. Shabankareh, M., Hamzavi, J., Ranjbaran, A., Jelvehgaran Esfahani, S., & Izadi, G. (2024). The COVID-19 pandemic and repurchase intention in building brand engagement in the airline industry. Journal of Hospitality and Tourism Insights, 7(1), 626–650. https://doi.org/10.1108/JHTI-08-2022-0327
  40. Shabankareh, M., Nazarian, A., Seyyedamiri, N., Jandaghi, G., & Ranjbaran, A. (2022). Influential factors of loyalty and disloyalty of travellers towards traditional-resorts. Anatolia, 33(3), 362–373.https://doi.org/10.1080/13032917.2021.1934882
  41. Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199–219. https://doi.org/10.1016/j.ijinfomgt.2017.12.008
  42. Tardin, M., Soncini Pelissari, A., & Dazzi Braga, L. (2020). Social Media Marketing Communication. International Journal for Innovation Education and Research, 8(6), 441–457. https://doi.org/10.31686/ijier.vol8.iss6.2438
  43. Timoshenko, A., & Hauser, J. R. (2019). Identifying Customer Needs from User-Generated Content. Marketing Science, 38(1), 1–20.
  44. Torres, P., Augusto, M., & Wallace, E. (2018). Improving consumers’ willingness to pay using social media activities. Journal of Services Marketing, 32(7), 880–896. https://doi.org/10.1108/JSM-07-2017-0257
  45. Wardah Cosmetics. (2024). Wardah Cosmetics Official Website. Https://Www.Wardahbeauty.Com/Id.
  46. Wei, L. H., Huat, O. C., & Thurasamy, R. (2023). The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic. International Marketing Review, 40(5), 1213–1244. https://doi.org/10.1108/IMR-12-2021-0353
  47. Wono, H. Y., Supriaddin, N., Amin, F., Indriastuti, Y., & Sufa, S. A. (2023). Media Sosial, Literasi Digital, Dan Inovasi Bisnis Trikotomi Baru Dalam Manajemen Strategi. Jurnal Ilmiah Manajemen Dan Bisnis UINSGD, 77–86. https://www.journal.uinsgd.ac.id/index.php/branding
  48. Yusuf.    (2021).   Pandemi Covid-19 Pacu Adaptasi Gunakan   Teknologi Digital.  Https://Www.Kominfo.Go.Id/Content/Detail/32602/Pandemi-Covid-19-Pacu-Adaptasi GunakanTeknologi%20digital/0/Berita_satker.
  49. Zhang, K., & Hung, K. (2020). The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing. Sustainability, 12(15), 6215. https://doi.org/10.3390/su12156215
  50. Zia, S., Khan, A., Tufail, M. M. B., Ismat, J., & Idrees, A. (2022). Impact of Social Media Marketing on Consumer-Based Brand Equity. Journal of Marketing Strategies, 4(1), 120–139. https://doi.org/10.52633/jms.v4i1.188

Author's Affiliation

   Elsamita Yolanda
Economic and Business, Telkom University, Indonesia

   Prof. Indrawati
Economic and Business, Telkom University, Indonesia

Copyrights & License

Elsamita Yolanda, Prof. Indrawati, 2024

This work is licenced under a Creative Commons Attribution 4.0 International License.

Article Details

How to Cite :

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia. Elsamita Yolanda1 Prof. Indrawati, 7(8), 6492-6499. Retrieved from https://ijcsrr.org/single-view/?id=18685&pid=18331

Most read articles by the same author(s)

Elsamita Yolanda, Prof. Indrawati,

View

41

Citation

Downloads

Article Details