The Effect of Advertisements and Consumer Reviews on Buying Interest in Wardah Cosmetic Products in Medan City with Social Media Involvement as a Moderation Variable
DOI:
https://doi.org/10.62951/ijbmir.v1i4.57Keywords:
Advertising, Consumer Reviews, Buying Interest.Abstract
Using social media engagement as a moderating variable, this research seeks to assess the impact of advertising and user reviews on purchasing interest in cosmetic items in Medan City. The data was gathered from 130 participants who filled out a survey using a Likert scale. To assess the link between variables, Partial Least Squares Structural Equation Modeling (PLS-SEM) is utilized for analysis. Both advertisements and customer reviews significantly impact consumers' propensity to make a purchase, while the former has a stronger impact. However, social media engagement has not been proven to moderate the relationship between advertising and consumer reviews and buying interest. This model successfully explains 98.1% of the variance of buying interest, which shows the high power of the model in predicting consumer buying interest. Based on these results, marketing strategies that focus on advertising and consumer reviews need to be optimized to increase consumer buying interest.
References
Alalwan, A. A. (2022). Social media advertising: Antecedents and consequences. Journal of Marketing Communications, 28(1), 14-35. https://doi.org/10.1080/13527266.2020.1863314
Algharabat, R. S., & Rana, N. P. (2020). E-WOM on social media platforms: Its role and impact on consumer buying decision. Journal of Retailing and Consumer Services, 53.
Chen, Y., Liu, B., & Brock, J. (2022). The role of social media engagement in consumer decision making. Journal of Business Research, 140, 567-579. https://doi.org/10.1016/j.jbusres.2021.10.022
Dwivedi, Y. K., et al. (2021). Social media marketing and consumer decision making. International Journal of Information Management, 60, 102442. https://doi.org/10.1016/j.ijinfomgt.2021.102442
Fan, W., & Yao, Z. (2020). The impact of online reviews on brand perception: A meta-analysis. Journal of Retailing, 96(3), 320-335. https://doi.org/10.1016/j.jretai.2020.02.003
Ghozali, I. (2021). Partial least squares: Concepts, techniques and applications using the SmartPLS 4.0 program for empirical research. Diponegoro University Publishing Board.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
Kaplan, A. M., & Haenlein, M. (2021). Social media marketing: A consumer-centric approach. Business Horizons, 64(2), 285-293. https://doi.org/10.1016/j.bushor.2020.09.012
Kotler, P., & Keller, K. L. (2020). Marketing management (16th ed.). Pearson.
Liu, Y., & Brock, J. L. (2020). Visual marketing strategies in the cosmetic industry. Journal of Retailing and Consumer Services, 54, 101896.
Nasir, M. F., & Iskandar, I. (2022). The impact of social media engagement on brand loyalty in the cosmetic industry. Journal of Retailing and Consumer Services, 62, 102643. https://doi.org/10.1016/j.jretconser.2021.102643
Nasrullah, A., & Rijal, A. (2022). Digital marketing and its effectiveness in building brand loyalty. International Journal of Marketing Studies, 14(1), 24-35. https://doi.org/10.5539/ijms.v14n1p24
Park, D. H., Lee, J., & Han, I. (2020). E-WOM in consumer behavior: A review. International Journal of Electronic Commerce, 24(1), 45-63. https://doi.org/10.1080/10864415.2020.1781732
Schiffman, L. G., & Wisenblit, J. (2020). Consumer behavior (12th ed.). Pearson.
Teng, C.-I., & Hsu, K.-C. (2020). The effects of online reviews and social media on purchase intentions. Journal of Retailing and Consumer Services, 56, 102141. https://doi.org/10.1016/j.jretconser.2020.102141
Wu, L., & Holsapple, C. (2021). The influence of social media reviews on purchase decisions: A meta-analysis. International Journal of Information Management, 58, 102288. https://doi.org/10.1016/j.ijinfomgt.2021.102288
Zhang, X., Zhao, W., & Li, Y. (2021). Digital advertising and consumer purchase intention: The role of emotional appeals. Journal of Business Research, 131, 432-442. https://doi.org/10.1016/j.jbusres.2021.01.023
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 International Journal Business, Management and Innovation Review
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.