UNTARUNTAR

International Journal of Application on Economics and BusinessInternational Journal of Application on Economics and Business

The significant expansion of the cosmetics industry has led to heightened competition, compelling businesses to identify key factors that drive consumers purchase intentions. This study concentrates on examining the elements influencing the purchase intention for Implora cosmetics. A descriptive research approach was applied, using purposive sampling to obtain responses from 275 participants through questionnaires. The data were examined using PLS-SEM to investigate the connections between these four variables. The results indicated that social media marketing, celebrity endorsements, and brand awareness are able to affect consumers intention to buy Implora products. Additionally, it was found that brand awareness can act as a mediator between social media marketing and the intention to purchase, as well as between celebrity endorsement and the intention to purchase Implora products. The influence of social media marketing and celebrity endorsements on the intention to purchase. These results underscore the crucial function of these three factors in improving purchase intentions, suggesting that focusing on social media marketing, celebrity endorsements, and brand awareness can help strengthen competitiveness in the market.

This study demonstrates that social media marketing, celebrity endorsements, and brand awareness significantly influence consumers purchase intentions for Implora cosmetics.Furthermore, brand awareness effectively mediates the relationship between both social media marketing and celebrity endorsements with purchase intention.These findings highlight the importance of these factors for enhancing market competitiveness.Therefore, Implora should prioritize strategies focused on strengthening its presence in these areas to improve consumer engagement and drive sales.

Future research could investigate the influence of other marketing variables, such as influencer marketing or content marketing, on purchase intention for Implora products, providing a more comprehensive understanding of consumer behavior. Additionally, exploring the moderating role of demographic factors like age, gender, and income could reveal nuanced insights into how these variables interact with social media marketing, celebrity endorsements, and brand awareness. Finally, a longitudinal study tracking consumer behavior over time could help determine the long-term effects of these marketing strategies and identify emerging trends in the cosmetics industry, allowing Implora to adapt its approach and maintain a competitive edge. These investigations would contribute to a deeper understanding of the dynamics influencing purchase decisions in the cosmetics market and provide valuable guidance for Imploras future marketing efforts.

  1. SOCIAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT IMPACT ON PURCHASE INTENTION MEDIATED BY BRAND AWARENESS... doi.org/10.24912/ijaeb.v3i3.1196-1207SOCIAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT IMPACT ON PURCHASE INTENTION MEDIATED BY BRAND AWARENESS doi 10 24912 ijaeb v3i3 1196 1207
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