EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING PLATFORM IN INCREASING BRAND AWARENESS AND DEVELOPING SKINCARE PRODUCT SALES AMONG MODERN SOCIETY

Bella Ufi Pratiwi; Hastin Umi  Anisah

doi:10.62207/zn0j7x14

Authors

Bella Ufi Pratiwi Universitas Lambung Mangkurat, Banjarmasin, Indonesia Author
Hastin Umi Anisah Universitas Lambung Mangkurat, Banjarmasin, Indonesia Author

DOI:

https://doi.org/10.62207/zn0j7x14

Keywords:

brand awareness, purchase intention, social media marketing

Abstract

Interactions between companies and customers through social media have grown to be more complex, diverse, and intensive. Consumers before deciding to purchase a product, especially skincare products, will search for information on several specific skincare brands. The purpose of this study is to examine more deeply the effectiveness of social media as a marketing platform in increasing brand awareness and developing sales of skincare products in modern society. The method used in this study is a systematic literature review (SLR). The literature search was carried out with the help of the Publish or Perish application by entering the API key in the search in the Scopus section. The literature search that has been carried out obtained 200 literature findings in the range of 2019 to 2024. The results showed that social media has proven effective in increasing brand awareness and sales of skincare products in modern society.

References

Afifah, N. N., Arianto, & Saeni, R. (2023). Influencer Sebagai Media Promosi Pariwisata Sulawesi Selatan (Studi Kasus Pada Akun Instagram @Visitsulsel.Id). KAREBA : Jurnal Ilmu Komunikasi, 12(1).

Anwar, K., Yunus, M., & Alfin, R. (2023). Digital marketing solusi pemasaran di era digital untuk meningkatkan omset penjualan UMKM. Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS), 6(2), 404-414.

Apriliani, D., & Hayuningtias, K. A. (2023). Analisis Pengaruh Brand Awareness, Brand Association Dan Brand Ambassador Terhadap Keputusan Pembelian Pada Produk Skincare Scarlett Whitening. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 6(2), 1991-2004.

Azhari, S., & Ardiansah, I. (2022). Efektivitas Penggunaan Media Sosial TikTok Sebagai Platform Pemasaran Digital Produk Olahan Buah Frutivez (@ hellofrutivez). JUSTIN (Jurnal Sistem dan Teknologi Informasi), 10(1), 26-33.

Calistarahma, I. R., & Saputro, E. P. (2023). Pengaruh Promosi Media Sosial dan Citra Merek Terhadap Keputusan Pembelian Konsumen Produk Skincare Skintific. DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah, 11(2), 125-136.

Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142-161.

Chen, Y., Wang, Q., & Xie, J. (2011). Online social interactions: A natural experiment on word of mouth versus observational learning. Journal of Marketing Research, 48(2), 238–254.

Chung, K. H., Yu, J. E., Kim, W., & Shin, J. I. (2016). The antecedent and consequences of brand image in a low-priced cosmetic brand of South Korea: The moderating effect of gender. International Journal of u-and e-Service, Science and Technology, 9(2), 175-184.

Gao, H., Tate, M., Zhang, H., Chen, S., & Liang, B. (2018). Social media ties strategy in international branding: An application of resource-based theory. Journal of International Marketing, 26(3), 45–69.

Ha, H. Y., & Janda, S. (2014). Brand personality and its outcomes in the Chinese automobile industry. Asia Pacific Journal of Marketing and Logistics, 26(4), 572-593.

Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Social media and value creation: The role of interaction satisfaction and interaction immersion. Journal of Interactive Marketing, 36, 121–133.

Hasan, S. (2021). Pengaruh sosial media dalam peningkatan pemasaran UMKM kuliner selama pandemi covid-19 (studi kasus: UMKM kuliner Kota Bangkinang, Provinsi Riau). INVEST: Jurnal Inovasi Bisnis dan Akuntansi, 2(1), 30-40.

Hasbun, B. (2016). Komperasi Antara Kelompok Yang Melihat Iklan dan Tidak Melihat Iklan Dengan Moderasi Brand Awareness Terhadap Niat Beli (Studi Pada Commuter Line). Journal of Business Studies, 1(2).

Hasian, A. G., & Pramuditha, C. A. (2022). Pengaruh brand ambassador, brand awareness, brand image, dan brand loyalty terhadap keputusan pembelian smartphone Samsung di Palembang (studi kasus pada masyarakat kota Palembang). Publikasi Riset Mahasiswa Manajemen, 3(2), 115-121.

Huda, O. K., & Nugroho, A. T. (2020). Pengaruh Word of Mouth dan Citra Merek Terhadap Loyalitas Pelanggan Smartphone Oppo Dimediasi Kepercayaan Merek. Jurnal Pengembangan Wiraswasta, 22(02), 141.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.

Karseno, D., & Very, J. (2024). Systematic Literatur Review Strategi Digital Marketing Penjualan Produk. Indonesian Research Journal on Education, 4(2), 508-514.

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486

Kotler, P., & Keller, K. L. (2012). The scope of markets.

Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146–172.

Libai, B., Muller, E., & Peres, R. (2013). Decomposing the value of word-of-mouth seeding programs: Acceleration versus expansion. Journal of Marketing Research, 50(2), 161–176.

Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the “like” button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(6), 105–120.

Ningrum, S. P., & Tobing, R. P. (2022). Pengaruh Viral Marketing dan Brand Awareness Terhadap Purchase Intention Produk Skincare Brand Korea Selatan. OPTIMAL Jurnal Ekonomi Dan Manajemen, 2(4), 174-188.

Permadi, R. N., Sari, M. R., & Prawitasari, N. (2022). Pemanfaatan Media Sosial Sebagai Platform Utama Pemasaran Produk UMKM. Avant Garde, 10(1), 15.

Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics - a framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281–298.

Prajogo, W., & Purwanto, E. (2020). The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 17(1), 19-34.

Pudaruth, S., Juwaheer, T. D., & Seewoo, Y. D. (2015). Gender-based differences in understanding the purchasing patterns of eco-friendly cosmetics and beauty care products in Mauritius: A study of female customers. Social Responsibility Journal, 11(1), 179-198.

Rachmawati, D. A., Shije, P. R., Fatwa, K. S., Armansyah, W., Warmana, G. O., SE, M., ... & SA, M. (2022). Pemanfaatan Digital Marketing untuk Memperluas Pasar dan Meningkatkan Daya Saing UMKM di Desa Sumberbendo, Kecamatan Sumberasih, Kabupaten Probolinggo. KARYA UNGGUL-Jurnal Pengabdian Kepada Masyarakat, 1(2), 234-241.

Raharjo, V. S., Sukoco, I., Barkah, C. S. A., & Novel, N. J. A. (2023). Penerapan Strategi Influencer Marketing melalui Media Sosial. JKBM (Jurnal Konsep Bisnis Dan Manajemen), 10(1), 86-99.

Rahmaningtyas, A., Hartono, S., & Suryantini, A. (2017). Factors affecting online purchasing of local food. Agro Ekonomi, 28(2), 189-204.

Ramadhani, S. W. V., Prabawani, B., & Purbawati, D. L. (2022). Pengaruh Brand Awareness, Brand Association, dan Perceived Quality terhadap Keputusan Pembelian Produk Nike Basketball Shoes (Studi pada Komunitas Bola Basket di Wonosobo). Jurnal Ilmu Administrasi Bisnis, 11(2), 257-264.

Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547–566.

Saputra, A. B., Savitri, C., & Faddila, S. P. (2024). Pengaruh Brand Image Dan Brand Awareness Terhadap Keputusan Pembelian Di Market Place Tokopedia Pada Produk Skincare Kahf Di Kalangan Gen Z. Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 4221-4234.

Septira, I. A., Lidiya, L., & Setya, S. (2023). Pengaruh Digital Marketing Terhadap Brand Awareness Produk Skincare Scarlett Pada Mahasiswa Sekolah Tinggi Ilmu Ekonomi Tuah Negeri Dumai Kota Dumai. Jurnal Syntax Admiration, 4(2), 152-164.

Simanjuntak, H., Soenhandji, I. M., & Indira, C. K. (2024). Pengaruh Brand Awareness, Social Media Marketing dan Celebrity Endorse Terhadap Keputusan Pembelian Skincare Secara Online Di Kalangan Remaja. Jurnal Ilmiah Ekonomi Bisnis, 29(1), 118-129.

Syauki, W. R., & Avina, D. A. A. (2020). Persepsi dan preferensi penggunaan skincare pada perempuan milenial dalam perspektif komunikasi pemasaran. Jurnal Manajemen Komunikasi, 4(2), 42-60.

Utami, H. M., & Sugiat, M. A. (2023). Pengaruh Social Media Marketing Activities Terhadap Purchase Intention Dengan Brand Image, Brand Awareness, Brand Equity Sebagai Variabel Intervening Pada Produk Skincare Avoskin. SEIKO: Journal of Management & Business, 6(1), 6-11.