Enrichment : Journal of Management
Vol. 12 No. 5 (2022): December: Management Science And Field

The Effect of Social Media Marketing, Influencer Marketing, and Consumer Engagement on Purchase Intention in Local Cosmetic Products

shandy lim (Universitas Internasional Batam)
Erilia Kesumahati (Universitas Internasional Batam)

Article Info

Publish Date
19 Dec 2022

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.

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Journal Info
Enrichment : Journal of Management
Website

Abbrev

enrichment

Publisher

Institute Of Computer Science

Subject

Economics, Econometrics & Finance

Description

The Enrichment : Journal of Management offers wide ranging and widespread analysis of all surfaces of management and science. Published two times per year, it delivers a emphasis for universal proficiency in the vital methods, techniques and areas of research; presents a opportunity for its readers ...