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The study aims to analyze the determinant of electronic word of mouth and green product innovation on purchasing decisions through Social Media Marketing for beauty products at Sociolla. This research is quantitative, with a sample of 96 people. The non-probability sampling technique used is the accidental sampling technique. Primary data collection was obtained by distributing questionnaires. Data processing uses smart PLS and data analysis used in this study includes descriptive statistical analysis, instrument testing, classical assumption testing, regression analysis, hypothesis testing, and coefficient of determination testing. The results of the study show that partially and simultaneously social media marketing, electronic word of mouth, and green products affect purchasing decisions. The findings of this study are expected to provide fundamental data for strategy development related to social media marketing of beauty products. In addition, this study has implications for suggestions to increase the use of e-wom and green product innovation through social media marketing.

This research demonstrates that electronic word-of-mouth (e-WOM) and green product innovation significantly influence consumer purchasing decisions, particularly when mediated by social media marketing.The study confirms the importance of social media as a platform for disseminating product information and shaping consumer perceptions.Therefore, businesses should prioritize strategies that leverage e-WOM and promote environmentally friendly products through effective social media engagement to enhance purchasing decisions.

Further research should explore the influence of green trust, green image, perceived value, perceived risk, and impulse buying on consumer behavior related to green beauty products. Expanding the research methodology to include mixed methods, combining quantitative data with qualitative insights from consumer interviews or focus groups, could provide a more comprehensive understanding of the factors driving purchasing decisions. Additionally, future studies could investigate the impact of different social media platforms and content formats on the effectiveness of e-WOM and green product marketing, considering the evolving digital landscape and consumer preferences. Finally, research could examine the role of influencer marketing and celebrity endorsements in promoting green beauty products and shaping consumer perceptions of sustainability, while also considering the potential for greenwashing and the importance of authenticity.

  1. An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase... journals.sagepub.com/doi/10.1177/21582440211052547An Empirical Examination of the Impact of eWom Information on Young ConsumersAo Online Purchase journals sagepub doi 10 1177 21582440211052547
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