| Autor: |
Trianasari, Nurvita, Fitriani, Nadya, Rachmawati, Indira |
| Předmět: |
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| Zdroj: |
International Journal of Professional Business Review (JPBReview); 2023, Vol. 8 Issue 10, p1-23, 23p |
| Abstrakt: |
This article examines the impact of social media marketing and influencer endorsement on the purchase intention of MS Glow products through TikTok. The study finds that social media marketing directly and indirectly influences purchase intention through brand image, while influencer endorsement does not have a direct impact. The research emphasizes the need for marketers to maximize TikTok's potential as a marketing tool and consider various aspects when choosing suitable influencer endorsements. The beauty industry in Indonesia has experienced growth, and online cosmetic sales have increased significantly. However, MS Glow has faced issues with counterfeit products. Social media marketing and influencer endorsement are popular strategies that can enhance brand image and trust, ultimately influencing purchase intention. The study recommends focusing on enhancing brand image and utilizing social media marketing strategies to drive higher purchase intention. Trust does not significantly influence purchase intention, and alternative marketing strategies should be explored to convert intent into action. The document provides a list of references and sources related to the influence of social media marketing and influencer endorsement on consumer purchase intention, specifically focusing on MS Glow and TikTok. The sources cover topics such as the impact of social media marketing on brand image and trust, the role of customer reviews and influencer endorsements, and the growth of the cosmetics market. [Extracted from the article] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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