Articles

Analyzing the Influence of Viral Marketing on Increasing Purchase Intention of High-End Cosmetic Products

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This study investigates the influence of viral marketing on the purchase intention of high-end cosmetic products, emphasizing the mediating role of attitude on behavior. The rapid development of the internet and social media has significantly changed marketing strategies, with viral marketing currently being executed by many cosmetic brands. Viral marketing utilizes information, entertainment, irritation and source credibility to engage consumers and drive purchase decisions. However, preliminary research suggests a gap between theoretical benefits and practical outcomes, highlighting the skepticism of consumers of high end cosmetic products towards viral marketing. This study aims to bridge this gap by identifying the dimensions of viral marketing that have the most influence on purchase intention and attitude towards behavior. Despite its potential, not all viral marketing efforts are successful in driving purchase intention, so a deeper understanding of the factors at play is needed. This study employs a quantitative approach, using structural equation modeling (SEM) to analyze data collected from 100 women who have purchased high-end cosmetic products in the past six months. Findings reveal that source credibility is the most significant variable in viral marketing that influencing both purchase intention and attitude towards behavior on high end cosmetics product, Source credibility enhances trust and perceived value, leading to a stronger positive attitude towards the product and higher purchase intentions.

Perfume Influencers Impact on Customers’ Purchase Decision of HMNS Perfumery

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Nowadays, due to the fast growth of social media, the number of people using social media increases day-by-day. Influencer is one marketing strategy that has been used by marketers to strengthen brands’ reputations. Hence, the use of digital platforms as a marketing channel has increased. Influencer marketing has been observed whereby well-known social media users are employed by brands to promote their products. However, the problem in the perfume industry’s marketing is that it differs from other things in that its function and utility can be proved and seen easily, whereas it does not apply in the perfume industry.  Fragrance is considered to be a personal preference. Online descriptions rarely correspond to what the consumer imagines. Customers will not know how the perfume smells unless they read other people’s reviews on the internet. Therefore, the author wants to delve more into the impact of those people who are known as perfume influencers evaluations on HMNS brand consumer purchase decisions. This study was created to fill this gap. The purpose of this study is to explore the effect of social media influencers on HMNS Perfumery customer’s decision in purchasing perfume. This paper adopted the Ohanian model of source credibility since the authors aim to examine association between SMIs’ perceived attractiveness, trustworthiness, and expertise. For perfume influencer there is also one competence which the author assumes is needed to have, which is storytelling competence. The relationship between brand image and purchasing decision of perfume was then also investigated. The survey method was used as the research method. Online questionnaire was employed to gather primary data from the respondents in Indonesia. A total of 265 sample HMNS Perfumery customers participated in the survey and collected data was analyzed using PLS-SEM analysis with WarpPLS 8.0 software. Trustworthiness and expertise were found to have substantial impacts to increase brand image. Meanwhile, attractiveness and storytelling competence is not significant for the brand image increase. The results also showed that there was a favorable connection between brand image toward perfume influencers and their decisions to purchase fragrances. In addition to highlighting the study’s contributions to theory and practice, this paper also emphasizes those contributions.