Analysis of the Influence of Influencer Marketing and Social Media Marketing Activities on Instagram Social Media in Creating Customer Purchase Intention on Cosmetic Products in Greater Jakarta

Abstract

Social media marketing and influencer marketing occupy the first and second positions in top digital marketing in 2022, but social media users in Indonesia in January 2022 – January 2023 decreased by 24 million. By focusing on generation Y and generation Z in the Jabodetabek area, the research was conducted using quantitative methods and a total of 257 respondents were used who were collected via Google Forms. With the aim of determining the influence of social media marketing activities and influencer marketing on current purchase intentions directly or indirectly, data processing was carried out using SmartPLS resulting in social media marketing activities and influencer marketing having an influence on purchase intentions, as well as the same results for customer perceived value on customer satisfaction, and customer satisfaction on customer purchase intention, and customer perceived value and customer satisfaction successfully mediate social media marketing activities and influencer marketing on purchase intentions. The findings have different results between the generation Y and generation Z groups discussed in the research.