The Influence of Social Media Marketing Activities on Consumer Satisfaction on Instagram Dear Me Beauty
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Published:
Aug 2, 2022
Keywords:
Online marketing, Social identification, Value perception, Consumer satisfaction, Dear Me Beauty
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Computer Science
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Abstract
During the COVID-19 pandemic, marketing activities using Instagram social media have experienced fairly rapid development and have become a trend. This study aimed to analyze the influence of social media marketing activities on consumer satisfaction on Dear Me Beauty Instagram. Create quantitative research using a statistical method. The study was conducted by delivering online surveys to consumers throughout Indonesia who had purchased Dear Me Beauty goods. The data was collected using a convenience sample of 306 individuals. The questionnaire has been validated for validity and reliability, and AMOS has been utilized for data analysis. The study results obtained four hypotheses of significant effects and one hypothesis of no significant effect. Social media marketing activities towards consumer satisfaction on Dear Me Beauty Instagram are influenced by marketing activities towards social identification (p = 0.000), marketing activities towards the perception of value (p = 0.025), social identification of the perception of value (p = 0.000), and perception of value towards satisfaction (p = 0.013). But social identification of satisfaction (p = 0.097) had no significant effect. Hence, the manager of Dear Me Beauty needs to pay attention to things that could affect how happy customers are by doing more marketing on Instagram
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Palupi, H. E. (2022) “The Influence of Social Media Marketing Activities on Consumer Satisfaction on Instagram Dear Me Beauty”, Jurnal Mantik, 6(2), pp. 2040-2046. doi: 10.35335/mantik.v6i2.2683.
References
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[28] L. D. Hollebeek, D. L. G. Smith, E. Kasabov, W. Hammedi, A. Warlow, and M. K. Clark, “Customer brand engagement during service lockdown,” J Serv Mark, vol. 35, no. 2, pp. 201–209, Jan. 2021.
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[30] A. Bhattacharya, “Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach,” J Internet Commer, pp. 1–21, 2022.
[31] A. J. Kim and E. Ko, “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand,” J Bus Res, vol. 65, no. 10, pp. 1480–1486, 2012.
[32] P. Mikalef, M. Giannakos, and A. Pateli, “Shopping and word-of-mouth intentions on social media,” J Theor Appl Electron Commer Res, vol. 8, no. 1, pp. 17–34, 2013, doi: 10.4067/S0718-18762013000100003.
[33] N. Dreifaldt and T. Drennan, “Does your brand need online influencer marketing? It depends; A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online,” Mälardalen University, 2019.
[34] M. Sonnenberg, V. van Zijderveld, and M. Brinks, “The role of talent-perception incongruence in effective talent management,” J World Bus, vol. 49, no. 2, pp. 272–280, 2014.
[35] F. A. Konuk, “The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants,” J Retail Consum Serv, vol. 50, pp. 103–110, 2019.
[36] M. Moslehpour, A. Dadvari, W. Nugroho, and B.-R. Do, “The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services,” Asia Pacific J Mark Logist, vol. 33, no. 2, pp. 561–583, 2020.
[37] N. K. Prebensen and J. Xie, “Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption,” Tour Manag, vol. 60, pp. 166–176, 2017.
[38] S. Grappi and F. Montanari, “The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival,” Tour Manag, vol. 32, no. 5, pp. 1128–1140, 2011.
[39] T. B. H. Tran, Q. A. Nguyen, T. T. Le, Q. H. Nguyen, K. S. Nguyen, and H. H. Dinh, “Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors,” Int J E-bus Res, vol. 18, no. 1, pp. 1–26, 2022.
[40] C. B. Bhattacharya and S. Sen, “Consumer–company identification: A framework for understanding consumers’ relationships with companies,” J Mark, vol. 67, no. 2, pp. 76–88, 2003.
[41] Y. Zhang, T. J. Lee, and Y. Xiong, “Residents’ perception of the influence of luxury chain hotels on ethnic tourism communities,” J Tour Cult Chang, vol. 17, no. 4, pp. 432–448, 2019.
[42] S. Wilkins, M. M. Butt, D. Kratochvil, and M. S. Balakrishnan, “The effects of social identification and organizational identification on student commitment, achievement and satisfaction in higher education,” Stud High Educ, vol. 41, no. 12, pp. 2232–2252, 2016.
[43] M. U. H. Uzir et al., “The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country,” J Retail Consum Serv, vol. 63, p. 102721, 2021.
[44] A. Al-Haddad, “Social identification, brand image and customer satisfaction as determinants of brand love,” in Creative business and social innovations for a sustainable future, Springer, 2019, pp. 255–262.
[45] B. Nguyen-Viet, “The impact of green marketing mix elements on green customer based brand equity in an emerging market,” Asia-Pacific J Bus Adm, vol. ahead-of-p, no. ahead-of-print, Jan. 2022,
[46] P. Rustagi and A. Prakash, “review on consumer’s attitude & purchase behavioral intention towards green food products,” Int J Health Sci (Qassim), pp. 9257–9273, May 2022.
[47] R. Hapsari, M. Clemes, and D. Dean, “The mediating role of perceived value on the relationship between service quality and customer satisfaction: Evidence from Indonesian airline passengers,” Procedia Econ Financ, vol. 35, pp. 388–395, 2016.
[2] J. G. Andrade and P. Dias, “Brand communication on Instagram during the COVID-19 pandemic: the Portuguese context,” in World Conference on Information Systems and Technologies, 2022, pp. 599–608.
[3] J. A. Lee, S. Sudarshan, K. L. Sussman, L. F. Bright, and M. S. Eastin, “Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism,” Int J Advert, vol. 41, no. 1, pp. 78–100, 2022.
[4] H. Haudi et al., “The effect of social media marketing on brand trust, brand equity and brand loyalty,” Int J Data Netw Sci, vol. 6, no. 3, pp. 961–972, 2022.
[5] J. R. Hanaysha, “Impact of social media marketing, price promotion, and corporate social responsibility on customer satisfaction,” Jindal J Bus Res, vol. 6, no. 2, pp. 132–145, 2017.
[6] I. M. D. Mertha Adnyana and N. L. G. Sudaryati, “The potency of green education-based blended learning in biology students at the Hindu University of Indonesia,” BIO-INOVED J Biol Pendidik, vol. 4, no. 1, pp. 1–9, 2022, doi: 10.20527/bino.v4i1.11047.
[7] KOMINFO, “Penggunaan Internet di Indonesia,” Direktorat Jenderal Aplikasi Informatika, 2019. https://aptika.kominfo.go.id/2019/08/penggunaan-internet-di-indonesia/ (accessed Jul. 03, 2022).
[8] J. Zhao, R. S. Butt, M. Murad, F. Mirza, and M. A. Saleh Al-Faryan, “Untying the Influence of Advertisements on Consumers Buying Behavior and Brand Loyalty Through Brand Awareness: The Moderating Role of Perceived Quality,” Front Psychol, vol. 12, p. 803348, Jan. 2022.
[9] A. Paintsil and H.-S. Kim, “Sharing personal experiences and online consumer engagement: A case study of Glossier,” J Glob Fash Mark, vol. 13, no. 1, pp. 1–15, 2022.
[10] K. Shamim and T. Islam, “Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying,” J Glob Sch Mark Sci, pp. 1–26, May 2022.
[11] S. Sudaryanto, J. Courvisanos, I. R. Dewi, R. Rusdiyanto, and J. R. Yuaris, “Determinants of purchase intention during COVID-19: A case study of skincare products in East Java,” Innov Mark, vol. 18, no. 1, pp. 181–194, 2022, doi: 10.21511/im.18(1).2022.15.
[12] Q. Xie and Y. Feng, “How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing,” Int J Advert, pp. 1–27, 2022.
[13] I. R. Marques, B. Casais, and M. A. Camilleri, “The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram,” in Strategic Corporate Communication in the Digital Age, 1st ed., Emerald Publishing Limited, 2021, pp. 131–143.
[14] R. Noviani, F. Anugrah, and T. I. Manangka, “The Role of Social Media Marketing and Product Characteristics on Increasing Consumer Satisfaction and Korean Skincare Products Repurchase Intention in Indonesia,” in 2022 7th International Conference on Business and Industrial Research (ICBIR), 2022, pp. 210–215.
[15] S. Suharto, I. Junaedi, H. Muhdar, A. Firmansyah, and S. Sarana, “Consumer loyalty of Indonesia e-commerce SMEs: the role of social media marketing and customer satisfaction,” Int J Data Netw Sci, vol. 6, no. 2, pp. 383–390, 2022.
[16] M. M. Khosasih and L. V. H. Secapramana, “Pengaruh Social Media Marketing Activities Terhadap Attitudinal Loyalty dan Behavioural Loyalty pada Konsumen OVO,” Bus Financ J, vol. 6, no. 1, pp. 39–50, 2021.
[17] S.-C. Chen and C.-P. Lin, “Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction,” Technol Forecast Soc Change, vol. 140, pp. 22–32, 2019.
[18] S. Rana, “Consumer Awareness And Perception Towards Green Marketing: An Empirical Study In Bangalore City,” J Posit Sch Psychol http//journalppw com, vol. 6, no. 5, pp. 4240–4245, 2022.
[19] Dear Me Beauty, “10 Best Dear Me Beauty Product Recommendations (Newest in 2022),” 2022. https://my-best.id/137412 (accessed Apr. 13, 2022).
[20] A. Gadisya, R. Adhy, and E. Listiani, “The Effect of Dear Me Beauty Campaign on Purchase Intention,” Bandung Conf Ser Commun Manag, vol. 2, no. 1, pp. 173–177, 2022.
[21] C. M. Darmawan, “Analisis Brand Personality dalam Co-branding Dear Me Beauty di Instagram Pendahuluan,” J E-Komunikasi, vol. 9, no. 2, pp. 1–12, 2021.
[22] M. Darwin et al., Quantitative approach research method, 1st ed. Bandung: CV Media Sains Indonesia, 2021.
[23] Z. Cheng, T. Gu, and C. Li, “The Formation Mechanism of Social Identity Based on Knowledge Contribution in Online Knowledge Communities: Empirical Evidence from China,” Sustainability, vol. 14, p. 2054, 2022.
[24] A. R. Ismail, “The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness,” Asia pacific J Mark Logist, vol. 29, no. 1, pp. 129–144, 2017.
[25] Y. Bilgin, “The effect of social media marketing activities on brand awareness, brand image and brand loyalty,” Bus Manag Stud an Int J, vol. 6, no. 1, pp. 128–148, 2018.
[26] A. A. Alalwan, N. P. Rana, Y. K. Dwivedi, and R. Algharabat, “Social media in marketing: A review and analysis of the existing literature,” Telemat Informatics, vol. 34, no. 7, pp. 1177–1190, 2017.
[27] A. A. Alalwan, “Investigating the impact of social media advertising features on customer purchase intention,” Int J Inf Manage, vol. 42, pp. 65–77, Oct. 2018, doi: 10.1016/j.ijinfomgt.2018.06.001.
[28] L. D. Hollebeek, D. L. G. Smith, E. Kasabov, W. Hammedi, A. Warlow, and M. K. Clark, “Customer brand engagement during service lockdown,” J Serv Mark, vol. 35, no. 2, pp. 201–209, Jan. 2021.
[29] R. A. Rather and L. D. Hollebeek, “Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age,” J Retail Consum Serv, vol. 60, p. 102453, 2021, doi: https://doi.org/10.1016/j.jretconser.2021.102453.
[30] A. Bhattacharya, “Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach,” J Internet Commer, pp. 1–21, 2022.
[31] A. J. Kim and E. Ko, “Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand,” J Bus Res, vol. 65, no. 10, pp. 1480–1486, 2012.
[32] P. Mikalef, M. Giannakos, and A. Pateli, “Shopping and word-of-mouth intentions on social media,” J Theor Appl Electron Commer Res, vol. 8, no. 1, pp. 17–34, 2013, doi: 10.4067/S0718-18762013000100003.
[33] N. Dreifaldt and T. Drennan, “Does your brand need online influencer marketing? It depends; A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online,” Mälardalen University, 2019.
[34] M. Sonnenberg, V. van Zijderveld, and M. Brinks, “The role of talent-perception incongruence in effective talent management,” J World Bus, vol. 49, no. 2, pp. 272–280, 2014.
[35] F. A. Konuk, “The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants,” J Retail Consum Serv, vol. 50, pp. 103–110, 2019.
[36] M. Moslehpour, A. Dadvari, W. Nugroho, and B.-R. Do, “The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services,” Asia Pacific J Mark Logist, vol. 33, no. 2, pp. 561–583, 2020.
[37] N. K. Prebensen and J. Xie, “Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption,” Tour Manag, vol. 60, pp. 166–176, 2017.
[38] S. Grappi and F. Montanari, “The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival,” Tour Manag, vol. 32, no. 5, pp. 1128–1140, 2011.
[39] T. B. H. Tran, Q. A. Nguyen, T. T. Le, Q. H. Nguyen, K. S. Nguyen, and H. H. Dinh, “Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors,” Int J E-bus Res, vol. 18, no. 1, pp. 1–26, 2022.
[40] C. B. Bhattacharya and S. Sen, “Consumer–company identification: A framework for understanding consumers’ relationships with companies,” J Mark, vol. 67, no. 2, pp. 76–88, 2003.
[41] Y. Zhang, T. J. Lee, and Y. Xiong, “Residents’ perception of the influence of luxury chain hotels on ethnic tourism communities,” J Tour Cult Chang, vol. 17, no. 4, pp. 432–448, 2019.
[42] S. Wilkins, M. M. Butt, D. Kratochvil, and M. S. Balakrishnan, “The effects of social identification and organizational identification on student commitment, achievement and satisfaction in higher education,” Stud High Educ, vol. 41, no. 12, pp. 2232–2252, 2016.
[43] M. U. H. Uzir et al., “The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country,” J Retail Consum Serv, vol. 63, p. 102721, 2021.
[44] A. Al-Haddad, “Social identification, brand image and customer satisfaction as determinants of brand love,” in Creative business and social innovations for a sustainable future, Springer, 2019, pp. 255–262.
[45] B. Nguyen-Viet, “The impact of green marketing mix elements on green customer based brand equity in an emerging market,” Asia-Pacific J Bus Adm, vol. ahead-of-p, no. ahead-of-print, Jan. 2022,
[46] P. Rustagi and A. Prakash, “review on consumer’s attitude & purchase behavioral intention towards green food products,” Int J Health Sci (Qassim), pp. 9257–9273, May 2022.
[47] R. Hapsari, M. Clemes, and D. Dean, “The mediating role of perceived value on the relationship between service quality and customer satisfaction: Evidence from Indonesian airline passengers,” Procedia Econ Financ, vol. 35, pp. 388–395, 2016.
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