DEVELOP SOCIAL MEDIA MARKETING ACTIVITIES ON INSTAGRAM TO INCREASE PURCHASE INTENTION OF BEAUTY PRODUCTS CASE STUDY : LUMNA COSMETICS

• Main Author: Nurazizah, Salwa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75635
• Institution: Institut Teknologi Bandung

The development of the cosmetics market in Indonesia is currently increasing. Based on the current condition of the cosmetics market, a marketing strategy is needed in order to face market competition. With the development of the digital era, Instagram has become a digital marketing tool for the beauty industry. Lumna, a new cosmetic brand in Indonesia, faces stagnant sales due to limited marketing activities, especially on Instagram. This study aims to determine social media marketing activities factors influencing purchase intention for Lumna. A quantitative method was used by collecting data through a questionnaire and analyzed using PLS-SEM. 220 women aged 19-35, who bought local cosmetics and actively used Instagram, participated in this research. The results of the study show that there is a positive effect of SMMA with Entertainment, Interaction, Customization, & Trendiness items on purchase intention. SMMA also positively influenced purchase intention through mediating variables like brand equity and social brand engagement. Lumna can utilize these results to devise effective marketing strategies based on customer preferences on Instagram, increasing purchase intentions.