THE INFLUENCE OF BUZZER MARKETING AND SOCIAL MEDIA MARKETING ON PURCHASE INTENTION THROUGH BRAND AWARENESS IN SKINTIFIC BRANDS

Abstract

This study aims to analyze the influence of buzzer marketing and social media marketing on purchase intention through brand awareness among users of Skintific skincare products in Samarinda, Indonesia. The study employed a quantitative research approach using primary data collected through questionnaires distributed to 119 respondents selected based on predetermined criteria. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results indicate that buzzer marketing has a negative and significant effect on brand awareness. Likewise, social media marketing has a negative and significant effect on brand awareness. In contrast, brand awareness has a positive and significant effect on purchase intention. These findings indicate that an increase in buzzer marketing and social media marketing activities is not necessarily followed by an increase in brand awareness among Skintific consumers in Samarinda. The results suggest that the current digital marketing strategies may require further evaluation and adjustment to better align with the characteristics of the target market. Nevertheless, brand awareness remains an important factor influencing consumers’ purchase intention toward Skintific products. This study contributes to the digital marketing literature by providing empirical evidence regarding the relationship between buzzer marketing, social media marketing, brand awareness, and purchase intention in the skincare industry. The findings also offer practical implications for companies in evaluating and optimizing digital marketing strategies to strengthen brand awareness and enhance consumers’ purchase intention.