The role of search engine optimization, content marketing and influencer marketing in somenthinc purchasing decision making
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Abstract
The skincare industry is experiencing rapid growth with intense competition and shifts in online shopping behavior. This study aims to examine the role of search engine optimization, content marketing, and influencer marketing on purchasing decisions. This research seeks to provide insight into marketing effectiveness in the digital age. By using causal associative quantitative methods to analyze the relationship between variables. Primary data was collected through questionnaires from 150 respondents, namely consumers or potential consumers of Somethinc products in Cirebon. Sampling was done by purposive sampling technique. Data analysis using SEM PLS with SmartPLS 3.0 software. The results showed that influencer marketing has the most influence on purchasing decisions for Somethinc products in Cirebon, followed by content marketing, while SEO has the least influence. SEO can ensure products are easy to find, Content Marketing creates a good impression, and Influencer Marketing provides a strong impetus for customers to make purchasing decisions
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How to Cite
Dwiyanti, A. T. ., Nafila, N. . and Rahmadi, R. (2025) “The role of search engine optimization, content marketing and influencer marketing in somenthinc purchasing decision making”, Jurnal Mantik, 9(2), pp. 375-388. doi: 10.35335/mantik.v8i6.6420.
References
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Karakaš, D., & Zovko, H. (2024). Influencers and influencer marketing – indispensable part of the business of modern companies. Mednarodno Inovativno Poslovanje = Journal of Innovative Business and Management, 16(1), 1–8. https://doi.org/10.32015/jibm.2024.16.1.6
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Prianto, Alimah, N., Maulany, S., & Rahmadi. (2024). The Influence of E-Wom, Online Advertising, Content Marketing on Buying Decisions in the Shopee Marketplace Through Mediation of Customer Engagement. Indonesian Journal of Business Analytics (IJBA), 4(3), 1296–1311. https://doi.org/10.55927/ijba.v4i3.9503
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Statista. (2024). Skin Care - Worldwide. Statista. https://www.statista.com/outlook/cmo/beauty-personal-care/skin-care/worldwide
Wirawan, M. A., & Lumban Batu, R. (2024). Keputusan Pembelian di E-Commerce Tokopedia Dikaji dari Search Engine Optimization dan Social Media Marketing. Management, Accounting and Technology (JEMATech), 7(2). https://doi.org/10.32500/jematech.v7i1.5903
Za, S. Z., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision. https://doi.org/10.33258/birci.v4i3.2150
Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. https://doi.org/10.1051/shsconf/20207403014
Agrawal, S. R., & Mittal, D. (2022). Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102966
Ajmal, H. A., Cellyndhita, N., Susanto, A., & Kafabi, R. (2024). The Influence of Shopping Lifestyle and Promotion of Nivea Skincare Products On Consumer Buying Interest Through Tiktok Shop.
Almukhtar, F., Mahmoodd, N., & Kareem, S. (2021). Search engine optimization: A review. Applied Computer Science, 17(1), 69–79. https://doi.org/10.23743/acs-2021-07
Anggoro Wilis, R., & Faik, A. (2022). Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop “Lu’miere.” Petra International Journal of Business Studies, 5(2), 155–162. https://doi.org/10.9744/ijbs.5.2.155-162
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2024). Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. https://inet.detik.com/cyberlife/d-7169749/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Chaffey, D. (2022). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.
Euromonitor International. (2023). Voice of the Consumer: Beauty Survey 2023 – Key Highlights. https://www.euromonitor.com/voice-of-the-consumer-beauty-survey-2023-key-highlights/report
Evania, S., Listiana, E., Wendy, ., Rosnani, T., & Fahruna, Y. (2023). The Effect of Influencer Marketing and Content Marketing on Customer Engagement and Purchase Decisions on Followers. Asian Journal of Economics, Business and Accounting, 12–20. https://doi.org/10.9734/ajeba/2023/v23i2917
Gede, P., Wardana, A., Riyan, K., Richadinata, P., Luh, N., & Astitiani, P. S. (2024). The Influence of Social Media, SEO (Search Engine Optimization), and Mobile Applications on Consumer Purchasing Decisions at PT. Udayana Bali Ambassador. In West Science Interdisciplinary Studies (Vol. 02, Issue 09).
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Hamdan, O., Zhen, B. H., Alkharabsheh, M., & Ho Zhen, B. (2021). The Impact of Content Marketing, Social Media Marketing and Online Convenience on Consumer Buying Decision Process (Vol. 1, Issue 1). https://journal.uib.ac.id/index.php/combines
Hidayat, S., Made Suardana, I., Khatina Dewi, N., Tinggi Ilmu Ekonomi AMM Mataram, S., & Tenggara Barat, N. (2023). SULTANIST: Jurnal Manajemen dan Keuangan Volume: 11 No: 2 Year 2023 Page (194-203) THE EFFECT OF SOSIAL MEDIA INFLUENCE, CONTENT MARKETING, AND E-WOM TOWARDS ONLINE PURCHASE DECISIONS IN MATARAM CITY. https://sultanist.ac.id/index.php/sultanist
Howard, S. J. (2024). Beauty Industry Stats: Revenue, Trends & Growth (2024). Exploading Topics. https://explodingtopics.com/blog/beauty-industry-stats
Isbandi, I., Zatnika, Z., & Triyatna, E. (2023). IMPLEMENTASI TEKNIK SEO (SEARCH ENGINE OPTIMIZATION) UNTUK OPTIMASI WEBSITE PENJUALAN DI LESTARI JAYA MEBEL. EDUSAINTEK: Jurnal Pendidikan, Sains Dan Teknologi, 10(3), 1047–1060. https://doi.org/10.47668/edusaintek.v10i3.867
Ishomi, A. R., Fatimah, S. E., & Curatman, A. (2025). The impact of neuromarketing and influencer marketing on the decision process of generation Z consumers on the purchase of halal cosmetics. Edelweiss Applied Science and Technology, 9(1), 1019–1033. https://doi.org/10.55214/25768484.v9i1.4306
Julianti, M., Suryanadi, J., & Purwandoko, E. (2023). The Influence of Influencer Marketing on Purchasing Decisions for Elizabeth Bag Products in Lampung Students. 1, 66–74. https://ejournal.stiab-jinarakkhita.ac.id/index.php/joere
Jusuf, D. I. (2023). Optimizing SEO (Search Engine Optimization) Strategy to Increase Visibility and Achievement of Marketing Goals. Lead Journal of Economy and Administration, 2(2). https://internationalpublisher.id/journal/index.php/Lejea
Karakaš, D., & Zovko, H. (2024). Influencers and influencer marketing – indispensable part of the business of modern companies. Mednarodno Inovativno Poslovanje = Journal of Innovative Business and Management, 16(1), 1–8. https://doi.org/10.32015/jibm.2024.16.1.6
Kotler, P., Armstrong, G., Harris, L. C., & He, H. (2020). Principles of Marketing (8th European Edition). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.
Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The Influence of Hedonic Motivation, Influencer Marketing on Purchase Decision With fomo (Fear of Missing out) As Mediation. International Journal of Professional Business Review, 8(11), e03834. https://doi.org/10.26668/businessreview/2023.v8i11.3834
Muhamad, N. (2024). Jenis Produk Kecantikan Terlaris di E-Commerce Indonesia Semester I 2024. Databoks.
Oktarina, A. A., Hadisiwi, A., & Ayumirza, I. (2025). Pengaruh Stereotip Gender terhadap Persepsi Maskulinitas Penggunaan Skincare Masyarakat di Pulau Jawa. Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 5(1), 20–26. https://doi.org/10.47233/jkomdis.v5i1.2522
Ponselvi K, & MurugesanSV. (2024). Nanotechnology Perceptions ISSN 1660-6795 www. In Nanotechnology Perceptions (Vol. 20, Issue 6). www.nano-ntp.com
Prianto, Alimah, N., Maulany, S., & Rahmadi. (2024). The Influence of E-Wom, Online Advertising, Content Marketing on Buying Decisions in the Shopee Marketplace Through Mediation of Customer Engagement. Indonesian Journal of Business Analytics (IJBA), 4(3), 1296–1311. https://doi.org/10.55927/ijba.v4i3.9503
Rafikah, S. (2023). Impact of Digital Marketing Strategy on Consumer Purchasing Decisions: Case Study in the Retail Industry in Bandung City. Journal of Management, 2(2), 196–213. https://myjournal.or.id/index.php/JOM
Schaffer, N. (2020). The Age of Influence: The Power of Influencers to Elevate Your Brand. HarperCollins Leadership.
Siddiqui, F. A., Zafar, H., & Naseem, A. (2025). The Critical Review of Social Sciences Studies The Impact of Social Media Marketing, Content Marketing and Online Convenience on Consumer Buying Decision Process in Fashion Apparel Industry of Pakistan. The Critical Review of Social Sciences Studies. https://thecrsss.com/index.php/Journal/about
Statista. (2024). Skin Care - Worldwide. Statista. https://www.statista.com/outlook/cmo/beauty-personal-care/skin-care/worldwide
Wirawan, M. A., & Lumban Batu, R. (2024). Keputusan Pembelian di E-Commerce Tokopedia Dikaji dari Search Engine Optimization dan Social Media Marketing. Management, Accounting and Technology (JEMATech), 7(2). https://doi.org/10.32500/jematech.v7i1.5903
Za, S. Z., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision. https://doi.org/10.33258/birci.v4i3.2150
Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences, 74, 03014. https://doi.org/10.1051/shsconf/20207403014
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