THE IMPACT OF SOCIAL MEDIA MARKETING ON GEN Z MALES’ PURCHASE INTENTION OF FACIAL WASH PRODUCT

• Main Author: Adriane Malikahasri, Karindra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77405
• Institution: Institut Teknologi Bandung

The worldwide cosmetics sector is expanding quickly in the modern period due to rising consumer demand. More and more people, regardless of gender, strive to achieve both visual appeal and good health. Research and Markets report indicates that the global market for skincare products witnessed substantial growth, increasing from $138.9 billion in 2022 to $150.21 billion in 2023, with a compound annual growth rate (CAGR) of 8.1%. Male consumers of skincare products are growing as a result of changing lifestyles and heightened self-awareness. Earlier research indicates that social media has a significant role in luring males to purchase skincare products. Knowing how effective social media marketing is towards Gen-Z males’ purchase intention is essential. Thus, there is a need for a comprehensive examination to be carried out. The primary objective of this research is to determine whether there is a direct or indirect impact of facial wash brands’ social media marketing on purchase intention. This research is conducted using a quantitative approach, utilizing a survey that was distributed towards 306 respondents Gen-Z males who live in Bandung aged 18 - 26, have previously purchased facial wash products from any brand, and use social media frequently. The data that was collected is analyzed using descriptive statistics and PLS-SEM. The result of the analysis shows that social media marketing has a direct and positive impact on purchase intention. However, their relationship seems to be on the low-to-average level. In order to strengthen their relationship, it is found that the mediator variables which are brand image, brand trust, and brand loyalty, are needed. Therefore, in order to effectively use social media marketing to influence purchase intention, brands have to consider building a good brand image, brand trust, and also brand loyalty. The findings of this research can be utilized by marketers who intend on creating purchase intentions through social media marketing.