THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) ON CONSUMER PURCHASE INTENTION FOR SKINTIFIC PRODUCTS: THE MEDIATING ROLE OF BRAND EQUITY AND SOCIAL BRAND ENGAGEMENT

Astrid Desiarni Irwanto Putri, Widya Paramita, S.E., M.Sc., Ph.D

2025 | Tesis | S2 Manajemen

Konten pemasaran TikTok, yang merupakan bentuk spesifik dari Social Media Marketing Activities (SMMA), mencakup lima elemen utama: entertainment, interaction, trendiness, customization, dan electronic word-of-mouth (e-WOM). Teknik pemasaran melalui TikTok ini digunakan untuk menarik perhatian konsumen dan memengaruhi niat pembelian. Penelitian ini bertujuan untuk mengkaji pengaruh SMMA pada TikTok terhadap niat pembelian konsumen, menyelidiki peran mediasi brand equity dalam hubungan antara SMMA TikTok dan niat pembelian, serta mengeksplorasi peran mediasi social brand engagement dalam hubungan yang sama. Penelitian ini menggunakan pendekatan kuantitatif dengan kuesioner sebagai instrumen utama. Data primer dikumpulkan dari 262 responden Indonesia menggunakan teknik non-probability purposive sampling. Sampel terdiri dari pengguna TikTok di Indonesia berusia 17 tahun ke atas yang aktif mengakses konten TikTok selama minimal 1,5 jam per hari, mengetahui konten TikTok dari Skintific, dan belum pernah membeli produk Skintific. Metode analisis yang digunakan adalah Smart Partial Least Square (SmartPLS) versi 4. Hasil penelitian menunjukkan bahwa SMMA pada TikTok memiliki pengaruh positif dan signifikan terhadap niat pembelian. Selain itu, brand equity dan social brand engagement juga secara positif memediasi hubungan antara SMMA TikTok dan niat pembelian produk Skintific. Hasil ini memberikan wawasan berharga bagi Skintific untuk menyempurnakan strategi pemasaran TikTok mereka dengan cara meningkatkan niat pembelian melalui SMMA TikTok, memperkuat brand equity, meningkatkan social brand engagement, serta membangun kepercayaan melalui SMMA. Strategi ini sangat penting untuk mengatasi tantangan utama, seperti membangun kepercayaan, mempererat hubungan dengan konsumen, dan bersaing di industri skincare Indonesia yang sangat dinamis.

Kata Kunci: TikTok marketing, Social Media Marketing Activities (SMMA), brand equity, social brand engagement, niat beli, skincare, pemasaran konten.

TikTok marketing content, a specific form of Social Media Marketing Activities (SMMA), encompasses five key elements: entertainment, interaction, trendiness, customization, and electronic word-of-mouth (e-WOM). As a marketing technique, TikTok-based SMMA aims to attract consumer attention and influence purchase intention. This study examines the influence of SMMA on TikTok on consumer purchase intention, investigates the mediating role of brand equity in the relationship between TikTok SMMA and purchase intention, and explores the mediating role of social brand engagement in the same relationship. A quantitative approach is adopted, with a questionnaire serving as the primary instrument. Primary data was collected from 262 Indonesian respondents using non-probability purposive sampling. The sample includes Indonesian TikTok users aged 17 years and above who actively engage with TikTok content for at least 1.5 hours daily, are familiar with Skintific's TikTok content, and have not yet purchased Skintific products. Data analysis was conducted using Smart Partial Least Square (SmartPLS) version 4. The findings reveal that TikTok SMMA has a positive and significant impact on purchase intention. Furthermore, brand equity and social brand engagement positively mediate the relationship between TikTok SMMA and purchase intention for Skintific products. These results offer valuable insights for Skintific to refine their TikTok marketing strategies, enhance purchase intentions, strengthen brand equity, foster social brand engagement, and build trust. Such strategies are critical for addressing challenges like intense competition and the need to establish stronger consumer connections in Indonesia's dynamic skincare industry.

Keywords: TikTok marketing, Social Media Marketing Activities (SMMA), brand equity, social brand engagement, purchase intention, skincare, content marketing.

Kata Kunci : TikTok marketing, Social Media Marketing Activities (SMMA), brand equity, social brand engagement, purchase intention, skincare, content marketing.