Social media marketing influence on the purchase interest of MS Glow Care Product

This study aims to examine the influence of social media marketing activities, brand equity, and E-WOM on purchase intentions for MS Glow skin care products. The population is citizens of Indonesia who have social media accounts and are 18–35 years old.. The number of samples is 250 respondents with criteria aged 18-35 years who have social media accounts. Research data were collected through questionnaires through an online survey conducted using Google Forms. Data analysis techniques used the structural equation model (SEM) of the AMOS 26 program, whose results showed that social media marketing activity had a significant effect on brand equity and purchase intention, brand purchase had a significant effect on E-WoM, and E-WOM had a significant effect on purchase intention. MS Glow skin care products.


Introduction
In the era of globalization like today, the development of the beauty industry is accelerating, as well as the high desire to use beauty products, thus creating higher market demand, and there will be competition between the cosmetics businesses. This requires each company to be able to meet consumer needs and be able to utilize its potential and opportunities. In addition, companies are also required to create products that have different advantages than competitors. Every company must overcome every threat and weakness it faces. They must have a competitive advantage. Not only about the price and quality of the product, but one of the most important things is that companies can build relationships with customers. This will make the customer feel respected and have a desire to buy the beauty product again.
According to Kompas.co.id sources, total market sales reached IDR 91.22 billion in the first two weeks of February 2021 with a total of 1,285,529 transactions. Based on compas.co.id's monitoring, at the beginning of 2021, the total transaction value of beauty care categories in the online market has reached IDR 20,000,000,000. The highest sales came from the body care category with a 50% percentage of all transactions on the market. Body care categories include body lotion, bath soap, scrub slurring, deodorant, and other hand and foot treatments.
Their beauty products are designed in such a way as to overcome consumers' boredom, Glow has various innovations, and the quality of their products can guarantee that their products contain no hazardous substances.
The strong impetus for technological development and advancement is changing the behavior of today's society, which has an impact on the increasing popularity of social media. According to We Are Social and Hootsuite, 168.5 million social media users with 99.1% presentation logged in via mobile devices by spending about 3 hours per day on social media (Sthepanie, 2021). According to (Mustikasari and Widaningsih, 2019), companies can take advantage of the opportunity to sell their products through social media. Social media ultimately has a major impact on changing social habits. Easy communication gives us the freedom to know what others think about broader issues and trends. Social media proved to be a mass media capable of gathering public opinion on problems and influencing consumer behavior.
Social media marketing activities are marketing strategies that marketers use to build networks with people on the internet or online. According to (As'ad, Abu-Rumman & Alhadid, 2014) social media marketing activities are strategies that use social media intermediaries such as Youtube, Instagram, Facebook and others. Research conducted by (Vinerea et al., 2013) suggests that doing good social media marketing is important for companies. Another factor affecting purchasing intentions is the presence of Electronic Word of Mouth or E-WoM. Electronic Word of Mouth, helps the company determine how to determine the appropriate strategy for its future advancement (Erkhan & Evans, 2016). As technology advances, Electronic Word of Mouth (E-WoM) is not limited to consumer assessments, but includes messages from other sources about the product (Hu, 2014). Thus E-WoM is used as one of the effective marketing communications strategies compared to other print media (Trusov, 2009). In addition to being influenced by E-WoM, purchasing intentions are also influenced by brand equity. According to Zailskaite-Jakste & Kuvykait ( (2013), social media communication can build brand equity. Brand equity can influence purchasing decisions as research by Soewandi (2015) found that there is a positive relationship between brand equity and buyer interest in e-commerce that affects purchasing intentions.
Consumers make purchasing decisions based on many factors and considerations. Consumerbuying interest can be used to measure a consumer's ability to buy a product. The greater the purchase intention, the greater the consumer's desire to buy. Therefore, this paper aims to examine the MS Glow products with the title Social Media Marketing Influence on the Purchase Interest of MS Glow Skin Care Products.

Literature Review Theoretical and Conceptual Background Social Media Marketing Activities
Social media is online media with a common desire to share thoughts, comments and ideas (Weber, 2007). According to Dewing (2012), users use social media to exchange ideas online, participate in user-generated content or join online communities such as blogs such as Tumblr, wiki such as Wikipedia, social media such as Facebook, Twitter. , LinkedIn and other media platforms such as YouTube, Instagram. A previous study conducted by Swara and Nugroho, (2020) found that there was an influence from social media marketing activities on brand equity. In addition, the study of Choedon and Lee (2020) concluded that social media marketing actions effectively increase brand equity, social media marketing activities have a positive effect on social media involvement, social media marketing activities have a positive effect on purchase intentions and social media marketing have a positive impact on purchasing. Brand equity has a positive effect on purchasing intention and brand social commitment on purchasing intention in Korean cosmetics companies.

Brand Equity
According to Kotler and Keller (2013), brand equity is the added value of products and services, reflected in how consumers think, feel and behave, and take pride in using the brand. Keller (1993) defined customer-related brand appeal as a different form of brand knowledge resulting from consumer brand experience. A preliminary study by Prasetyo, Vanessa and Lim (2020) showed that brand equity had a positive and significant effect on E-WOM, which ultimately provided a compelling reason why consumers could be interested in spreading messages and instead E-WOM influenced consumers. receive information and encourage it to buy or not buy the product.

E-WoM
According to Thura-Hennig (2004), the Electronic Word of Mouth is a positive or negative statement based on consumer opinions accessible to a wide audience through the internet and social media. E-WoM is an easy and appropriate option to promote a company's business due to features such as websites, forums, messengers and other social media such as Facebook, Twitter, Shopee, and Instagram. In a study conducted by Puspitaningtyas (2022) found that E-WoM had a positive and significant effect on consumers' purchasing intentions on the products of Rejecting Wind Sido Appeared in Surakarta. This can be interpreted if E-WOM increases, then consumers' purchasing intention will also increase. The results of this study are in accordance with research conducted by Jalilvand & Neda (2012)

Purchase Intention
Rezvan et al., 2012, intent is the behavior of a person motivated to do something. Demby (1974) explained that purchase intentions are the evaluation, acquisition, and use of economic products or services in actual decision-making and action processes. Bagozzi and Burnkrant (1979) demonstrated that purchasing intent is a consumer's tendency to buy branded products, which can be used to determine consumer purchasing behavior.

Population, Samples, and Sampling Techniques
Population is a generalization consisting of objects or subjects that exhibit certain characteristics and characteristics that encourage researchers to investigate and draw conclusions (Sugiyono, 2019). The study's population consists of 18-35-year-old Indonesian citizens who have social media accounts. This population was chosen because many Indonesians wanted to look beautiful at this age. Sugiyono (2019) also stated that samples are part of the total and have population characteristics. The sample size is said to be suitable for 30 to 500 studies. The sample in this study was 250 respondents obtained from the calculation results using the minimum formula according to Hairstal (2010). The sampling technique used is nonprobability sampling. The type of sampling conducted by researchers for sampling is convolutional sampling. According to Sugiyono (2015), convergence sampling is a method of determining samples by freely selecting samples as researchers wish.

Data Type and Source
This study uses quantitative data, a method based on the philosophy of positivism, used to study specific populations or samples (Sugiyono, 2019). This study used primary data. According to Indriantoro and Supomo (2002:146) primary data is the source of data for a study obtained directly from the original source or not through intermediaries. The primary data collection in the study used questionnaires distributed online via google form.

Analysis Method
The analysis methods used are validity and reability tests, normality assumption tests, outlier tests, measurement model analysis, and structural model analysis.

Results And Discussion
Normality Assumption Test Based on the table above, the criterion used is that if the score in the C.R. column is greater than 2.58 or smaller than minus 2.58 (2.58) then the data distribution is normal. The study used 250 observational data in total, thus suggesting that assumptions of normality could be met Outlier Test  (2023) The table above is a table of farthest observations from the centroid. The results of the expensive test are below 63, 8701. This means that the data showed no outliers in the study.  (2023) The Goodness of Fit analysis of Social Media Marketing Activity variables has good models with Chi-Square values of 0.000 (Good fit), RMSEA 0.006 (Good fit), GFI 1,000 (Good fit), NFI (1.000), and CFI 1.000 (Good fit).

Measurement Model Analysis
Goodness of Fit Analysis of Brand Equity variables has good models with Chi-Square values of 0.000 (Good fit), RMSEA values 0.006 (Good fit), GFI values of 1,000 (Good fit), NFI values of 1.000 (Good fit), and CFI values of 1.000 (Good fit).
Goodness of Fit analysis of Buy Intention variables has Chi-Square values of 0.000 (Good fit), RMSEA 0.003 (Good fit), GFI 1,000 (Good fit), NFI 1,000 (Good fit), and CFI 1,000 (Good fit).   (2023) Based on table 4.19 above the loading factor value obtained above 0.5 means that it shows a valid indicator and can explain the existing construct. As for the reliability test in table 4.20 above, all variables of CR value above 0.7 and AVE above 0.5. It can thus be concluded that the reliability of each construct has been satisfied.  (2023) According to the table above shows that the Chi-Square value is 1094,158 and the Normed Chi-Square value is less than 3 which is 0.00. Such Normed Chi-Square values do not meet the recommended standard values but for Normed Chi-Square and Chi-Square are very sensitive to the number of samples. Therefore, it is necessary to pay attention to other criteria in Goodness of Fit including RMSEA, GFI, NFI, CFI, ECVI, and CMIN/DF. RMSEA is an index used to compensate for Chi-Square statistics in large samples. This RMSEA value expresses the expected goodness of fit if the model is estimated in the model. An expected value of 00.08, with a test result of 0.070 means that the model has good (Good Fit) criteria. The GFI reflects the overall level of suitability of the model. GFI's recommended acceptance rate is 0 0.90. Results show that the GFI value is 0.930 ± 0.90. Thus, this model has a good fit (Good Fit).

Structural Model Analysis
NFI is a measure of the comparison between the propelled model and the null model tested against a baseline. The results of the study show a recommended NFI value of 0.877 ± 0.90 so that it can be concluded that this model has a good approximation criterion (Marginal Fit).
CFI is a measure of the compatibility of comparative-based models with null models. CFI recommended value 0 0.90. The test results are 0.928 indicating that the model includes good (Good Fit) criteria.
ECVI is a measure of model suitability if the estimated model is tested again with a different sample but of the same size. Research results show that the default ECVI value of 5.222 ± 1.981 ECVI is saturated so it can be concluded that this model has good (Good fit) criteria.
CMIN/DF is a parsimonious conformity index that can be calculated from statistical Chi-Square ()2) divided by degree of freedom. The CMIN/DF result is 2.228 smaller than the recommended CMIN/DF value of 33 so it can be concluded that this model is a good criterion (Good fit).

Conclusion
Based on the research results and discussions that have been explained about "The Influence of Social Media Marketing on Purchase Intention: In the Case of MS Glow Skincare Products", it can be concluded that social media marketing activities, brand equity, e-WOM have a significant effect on MS Glow skincare product purchase intention.
This research is useful for academics and practitioners in Indonesia to understand the impact of social media marketing activities. In addition, this study can also be used by beauty product companies as a reference and consideration that can influence purchase intentions so that companies can improve the marketing strategies used regarding social media marketing activities, brand equity, and other factors. and E-WOM as expected by consumers so that they can increase consumers' purchasing intentions.
The limitation of this study was that the number of respondents in this study was 300300 and had less variable characteristics. In addition, there is a limitation by using the discussion method, which is the answer given by the respondent sometimes does not show the actual state. Considering some of these limitations, further research is expected to be able to obtain a larger number of respondents and have more varied and widespread characteristics of respondents. The addition of variables to this study can also be made to add them to complement this study.