Kekuatan Pemasaran Digital: Analisis Dampak Iklan, Celebrity Endorsement, Dan Influencer Marketing Terhadap Niat Beli Konsumen
Keywords:advertisement, celebrity endorsement, influencer marketing, and purchase intention
This study examines the effects of various digital marketing strategies, including social media advertising, celebrity endorsements, and influencer marketing, on consumer purchase intentions within the Indonesian cosmetics industry, with a specific focus on the Scarlett cosmetics brand. In the ever-evolving digital landscape characterized by intense competition, understanding the most effective marketing techniques deployed on social media platforms is crucial. The study employs a qualitative research methodology, utilizing a case study framework with three informants as the primary subjects. In-depth interviews were conducted, guided by research objectives and contextual background. The interviews were recorded, transcribed, and analyzed qualitatively to identify patterns, themes, and perspectives emerging from the informants' insights. The findings provide valuable insights into the effectiveness of each digital marketing tactic in influencing consumer purchase intentions. Notably, this qualitative methodology facilitates a deeper understanding of how digital marketing tactics impact real-world consumer intentions. The informants' practical insights shed light on the underlying meanings and contexts of the research outcomes. This study serves as a foundation for organizations seeking to select the most suitable digital marketing methods to enhance consumer purchase intentions, particularly on the Instagram platform. It is essential to acknowledge the limitations of this research, primarily its exclusive focus on the cosmetics industry in Indonesia. Future research initiatives should aim to explore variations across different social media platforms and expand the geographical scope to achieve a more comprehensive comprehension of the subject matter.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42(42), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Chetioui, Y., Butt, I., & Lebdaoui, H. (2021). Facebook advertising, eWOM and consumer purchase intention-Evidence from a collectivistic emerging market. Journal of Global Marketing, 34(3), 1–18. https://doi.org/10.1080/08911762.2021.1891359
DeJonckheere, M., & Vaughn, L. M. (2019). Semistructured interviewing in primary care research:
A balance of relationship and rigour. Family Medicine and Community Health, 7(2). https://doi.org/10.1136/fmch-2018-000057
Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60(102501), 102501. science direct. https://doi.org/10.1016/j.jretconser.2021.102501
Ferdinand, M., & Ciptono, W. S. (2022). Indonesia’s cosmetics industry attractiveness, competitiveness and critical success factor analysis. Jurnal Manajemen Teori Dan Terapan, 15(2), 210–223. https://doi.org/10.20473/jmtt.v15i2.37451
Fortune Business Insight. (2022). Cosmetics market size, growth | global industry analysis, 2028. Www.fortunebusinessinsights.com. https://www.fortunebusinessinsights.com/cosmetics-market-102614#:~:text=The%20global%20cosmetics%20market%20size
Hasibuan, L. (2022, November 4). Industri Kecantikan Tahan Krisis, Laris Manis Meski Pandemi. CNBC Indonesia. https://www.cnbcindonesia.com/lifestyle/20221104104902-33-385138/industri-kecantikan-tahan-krisis-laris-manis-meski- pandemi
Joan, V. (2022). Produk kecantikan tembus transaksi 20 M, Scarlett terfavorit. Compas. https://compas.co.id/article/penjualan-produk- kecantikan/
Kemp, S. (2022, February 15). Digital 2022: Indonesia. DataReportal –
Global Digital Insights. https://datareportal.com/reports/digital-2022-indonesia
Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media.
Journal of Business Research, 134(1), 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
Knoll, J. (2016). Advertising in social media: A review of empirical evidence. International Journal of Advertising, 35(2), 266–300. https://doi.org/10.1080/02650487.2015.1021898
Li, Y., & Peng, Y. (2021). Influencer marketing: Purchase intention and its antecedents. Marketing Intelligence & Planning,
(7), 960–978. https://doi.org/10.1108/mip-04-2021-0104
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media
influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174(174), 121246. https://doi.org/10.1016/j.techfore.2021.121246
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on millennials attitudes and
purchase intentions. Journal of Retailing and Consumer Services,
(0969-6989), 39–45. https://doi.org/10.1016/j.jretconser.2016.05.012
Mude, G., & Undale, S. (2023). Social media usage: A comparison between generation Y and generation Z in India.
International Journal of E-Business Research, 19(1), 1–20. https://doi.org/10.4018/ijebr.317889
Nadeeshani, D. G., Dharmadasa, R. M., Chandana Abeysinghe, D., Saman Wijesekara, R. G., Prathapasinghe, G. A., & Someya, T. (2022). Global perspective of plant-based cosmetic industry and possible contribution of Sri Lanka to the development of herbal cosmetics. Evidence-Based Complementary and Alternative Medicine, 2022, 1–26. https://doi.org/10.1155/2022/9940548
Nguyen, N.-T. (2021). The influence of celebrity endorsement on young vietnamese consumers’ purchasing intention. The Journal of Asian Finance, Economics and Business, 8(1), 951–960. https://doi.org/10.13106/jafeb.2021.vol8.no1.951
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The impact of celebrity endorsement on consumer
purchase intention: An emerging market perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
Pradhan, D., Duraipandian, I., & Sethi, D. (2014). Celebrity endorsement: How celebrity–brand–user personality congruence
affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473. https://doi.org/10.1080/13527266.2014.914561
Monique Hennink, Inge Hutter, & Ajay Bailey. (2020). QUALITATIVE RESEARCH METHODS
(O. Alysha, Ed.; Second edition). SAGE Publication.
Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating
role of credibility. Journal of Promotion Management, 27(4), 1–22. https://doi.org/10.1080/10496491.2020.1851847
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014).  Social media advertising value: The case of transitional economies in southeast asia. International Journal of Advertising,
(2), 271–294. https://doi.org/10.2501/ija-33-2-271-294
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal (AMJ), 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
How to Cite
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under an Attribution 4.0 International (CC BY 4.0) that allows others to share — copy and redistribute the material in any medium or format and adapt — remix, transform, and build upon the material for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in this journal.