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All Journal E-Jurnal Manajemen Universitas Udayana Jurnal Administrasi dan Manajemen Prosiding National Conference for Community Service Project Enrichment : Journal of Management Business and Entrepreneurial Review Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Conference on Community Engagement Project (Concept) Conference on Business, Social Sciences and Technology (CoNeScINTech)
Erilia Kesumahati
Universitas Internasional Batam
Aerospace Engineering Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Journal : Enrichment : Journal of Management

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The Effect of Social Media Marketing, Influencer Marketing, and Consumer Engagement on Purchase Intention in Local Cosmetic Products shandy lim; Erilia Kesumahati
Enrichment : Journal of Management Vol. 12 No. 5 (2022): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v12i5.942

Abstract

This study aims to analyze the impact of social media marketing, influencer marketing, and consumer engagement on purchase intention in local cosmetic products. This study used quantitative methods and data collected by questionnaire technique. The respondent's study included as many as 226 people living in Batam City on the condition that they purchased local cosmetic products. Four hypotheses were formulated and tested using t-test analysis. The results showed that influencer marketing and consumer engagement significantly positively affected purchase intention. Meanwhile, the impact of social media marketing on purchase intentions was insignificant.
Co-Authors Adi Wilyanto Alden Nelson Alvina Alvina Anderson Anderson Andrew Chua Angel Su Calvin Owen Cindy Amelia David Ezra Putra Desmond Lim Eileen Kuo Ekklesia Ekklesia Febrianti Febrianti Harvick Oslye Jecki Jeffrey Andelson Jeffrey Jeffrey Jollin Jollin Jonathan Jonathan Khafidh Al Karan Caniago Lily Purwianti Muhammad Raka Arya Bintang Owen Siandy Kwok Rahmi Ayunda Raymond Raymond Rinaldo Rinaldo Rivaldo Rivaldo Selly Novianti shandy lim Shelby Esfandiany Signorita Signorita Stella Stella Stevie Gracia Kurniawan Suhardi Suhardi Sun Yiek Shea Tan Phey Lien Tiffanny Tiffanny Valeska Lilya Kevin Venia Joecy William Vanders William William Wini Wini Winky Winky Winshen Winshen Winston Winston Yogi Marbun Zaspin Zaspin