Pengaruh Sosial Media Marketing Activities Terhadap Actual Purchase Konsumen Kosmetik Di Jawa Barat
DOI:
https://doi.org/10.33751/jmp.v14i1.57Kata Kunci:
Social Media Marketing Activities, Actual Purchase, e-WOM, Customization Advertisement, Interaction, Cosmetics, Consumer BehaviorAbstrak
The Influence of Social Media Marketing Activities on Actual Purchase of Cosmetic Consumers in West Java
This study aims to examine the influence of Social Media Marketing Activities (SMMA) on actual purchase decisions of cosmetic products in West Java. A quantitative approach with an explanatory survey method was employed, involving 300 respondents who are active social media users and cosmetic consumers. The analysis focuses on four main dimensions of SMMA, namely electronic word of mouth (e-WOM), customization, advertisement, and interaction, and their effects on actual purchase behavior. Data were collected through structured online questionnaires and analyzed using the Structural Equation Model (SEM) to test the causal relationships among variables. The results indicate that all SMMA dimensions have a positive and significant effect on actual purchase decisions. The e-WOM dimension plays a crucial role in building consumer trust through reviews, recommendations, and shared experiences on social media platforms. Content customization enhances message relevance by aligning marketing communication with consumers’ needs and preferences. Furthermore, informative and engaging social media advertisements effectively stimulate purchase intention, while interactive communication between brands and consumers strengthens emotional engagement that leads to purchasing decisions. These findings confirm that social media marketing activities are an effective strategy for influencing consumer purchasing behavior, particularly in the cosmetic industry. Therefore, companies are encouraged to optimize all SMMA dimensions in an integrated manner to increase actual purchase outcomes.
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