Using Social Media and Endorsement for Increasing the Transaction of Skincare Products

C N Winata; A P Widhiani; M Bachtiar

doi:10.58915/aset.v4i2.2687

Authors

C N Winata IPB University
A P Widhiani IPB University
M Bachtiar IPB University

DOI:

https://doi.org/10.58915/aset.v4i2.2687

Abstract

The Indonesian skincare industry is growing and attracting many players. Many players face increasingly cutthroat competition among industry players. The rise of social media has led to a boom in online sales. So, endorsement comes into play. Endorsers’ popularity will increase brand reputation. The purposes of this research are 1) to analyse the effect of social media and endorsement on skincare transactions, and 2) to propose a strategy using social media and endorsement for skincare industry players. Social media and endorsement have a significant and positive influence on transactions. Social media dimensions influencing purchase transactions include context, collaboration, and connection. The endorsement dimensions that have a substantial impact on purchase transactions are trustworthiness, expertise, and similarity. Through social media, companies can expand their communication with consumers by creating a space for exchanging opinions/discussions, as well as providing useful, complete, and precise information. With endorsements, the company is expected to enhance its attractiveness by selecting attractive endorsers and its respect by choosing endorsers with good personalities, achievements, and prestige.

References

[1] Badan Pusat Statistik. PDB Industri Kimia, Farmasi dan Obat Tradisional. Badan Pusat Statistik (2022).

[2] Badan Pengawas Obat dan Makanan. Key Personel Paham CKBP Merupakan Kunci Sukses Industri Komestik Dalam Negeri (2022).

[3] We Are Social & Hootsuite. Digital 2022 Indonesia (2022).

[4] McCracken, G. Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, vol 16, issue 3 (1989) pp. 310-320.

[5] Kementerian Komunikasi dan Informatika. Manfaatkan Potensi Ekonomi Digital, Pemerintah Tingkatkan Kualitas Ekosistem Niaga-Elektronik (2022).

[6] Steinberg, L. Adolescence (10th ed.). McGraw-Hill (2013).

[7] Otoritas Jasa Keuangan. Siklus Kehidupan Keuangan Dari SD Hingga Pensiun (2023).

[8] Kerpen, D. Likeable Social Media. McGraw Hill Company (2011).

[9] Roman, E. Voice of The Customer Marketing. McGraw Hill (2011).

[10] Solis, B. ENGAGE! The Complete Guide for Brands and Business to Build, Cultivate, and Measure Success in The New Web. John Wiley & Sons, Inc. (2010).

[11] Selvia, D., & Deliana, Y. Pengaruh Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Sayur Organik di Warung 1000 Kebun Bandung. Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, vol 8, issue 2 (2022) pp. 1476-1486.

[12] Rahma, G. S., & Soedarsono, D. K. Pengaruh Media Instagram @kulinercilacap Terhadap Keputusan Pembelian Oleh Masyarakat di Kota Cilacap. e-Proceeding of Management, vol 8, issue 5 (2021) pp. 7123-7131.

[13] Diyatma, A. J. Pengaruh Promosi Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Produk Saka Bistro & Bar. e-Proceeding of Management, vol 4, issue 1 (2017) pp. 175-179.

[14] Shimp, T. A. Advertising Promotion and Other Aspects of Integrated Marketing Communication (8th ed.). Nelson Education, Ltd. (2010).

[15] Andriani, S., & Yolanda, A. Celebrity Endorsement di Instagram – TEARS Model: Perilaku Pembelian Konsumen di Masa Pandemi Covid-19. Jurnal Ekonomi dan Bisnis Indonesia, vol 6, issue 2 (2021) pp. 1-10.

[16] Putri, A. S., & Ibrahim, M. Pengaruh Karakteristik Endorser Pada Media Sosial Instagram Terhadap Perilaku Pembelian Konsumen Online (Studi Kasus Mahasiswa FIKOM Universitas Teknologi Sumbawa). Journal of Communication Science, vol 2, issue 2 (2020) pp. 68.

[17] Lasmana, D., & Gunthoro, E. Tears Analysis on Luxurious Hotel Endorsement Marketing Strategy. Journal of Tourism and Creativity, vol 6, issue 2 (2022) pp. 86-95.

[18] Kim, D. J., Ferrin, D. L., & Rao, H. R. A trust-based consumer decision making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, vol 44, issue 2 (2008) pp. 544–564.

[19] Charlesworth, A. Digital Marketing (3rd ed.). Routledge (2015).

[20] Kenesei, S., & Todd, S. The Use of Price in the Purchase Decision. Journal of Empirical Generalisations in Marketing Science (2003) pp. 1-22.

[21] Mowen, J. C., & Minor, M. Perilaku Konsumen. Erlangga (2002).

[22] Solomon, M. R. Consumer Behavior: Buying, Having, and Being (9th ed.). Pearson Education (2011).

[23] Li, D., Jiang, Y., An, S., Shen, Z., & Jin, W. The Influence of Money Attitudes on Young Chinese Consumers’ Compulsive Buying. Young Consumers: Insight and Ideas for Responsible Marketers, vol 10, issue 2 (2009) pp. 98-109.

[24] Priyono, M. A. H., & Purnama, H. Pengaruh Social Media Marketing Akun Instagram Ipok Aleuh Terhadap Customer Path 5A. e-Proceeding of Management, vol 6, issue 1 (2009) pp. 1700-1707.

[25] Fannani, S., Najib, M., & Sarma, M. The Effect of Social Media Toward Organic Food Literacy and Purchase Intention With AISAS Model. Jurnal Manajemen & Agribisnis, vol 17, issue 3 (2020) pp. 285-293.

[26] Rini, M., & Harahab, N. Pengaruh Endorser di Media Sosial Terhadap Pengambilan Keputusan Konsumen dengan Model AISAS (Attention, Interest, Search, Action, and Share). Journal of Economic and Social of Fisheries and Marine, vol 6, issue 1 (2018) pp. 106-118.

[27] Virginia, & Wijaya, L. Analisis AISAS Model Terhadap “BTS Effect” Sebagai Brand Ambassador dan Influencer. Journal Komunikasi, vol 11, issue 2 (2020) pp. 93-100.

[28] Millenia, A., & Dewi, C. Decision Making Processes Menggunakan Model AISAS (Attention, Interest, Search, Action, dan Share) pada Celebrity Endorsed Advertisement Bittersweet By Najla. e-Proceeding of Management, vol 8, issue 2 (2020) pp. 1208-1217.

[29] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. Multivariate Data Analysis (7th ed.). Pearson (2014).