The Influence of Social Media Marketing Strategy on Consumer Trust in Makeup Artist Services (A Case Study on Makeup by Arra)
Article Sidebar
Main Article Content
Abstract
The reason of this consider is to evaluate the affect of advanced promoting procedures, such as content-based showcasing, social media utilize, social media calculations, and gathering of people interaction, on client fulfillment and customer certainty in Cosmetics by Arra administrations. The approach is quantitative, utilizing Basic Condition Modeling (SEM). Inshaping were collected through a web survey including 248 respondents, chosen utilizing the purposive testing method. The discoveries demonstrate that social media and intuitive with gatherings of people have a positive and noteworthy affect on client fulfillment. Moreover, client fulfillment acts as a interceding figure within the interrelation between social media and gathering of people interaction and shopper certainty levels. In differentiate, content-based showcasing methodologies and the operation of social media calculations have no noteworthy impression on client fulfillment or shopper certainty. This research concludes that social media and audience interaction have a leading role in building consumer confidence in the services offered. The findings recommend Makeup by Arra to improve interactive marketing strategies via social media to strengthen connections with consumers and strengthen their trust. This ponder analyzes the adequacy of computerized showcasing mechanisms such as content-based promoting and the utilize of social media. Social media and gathering of people interaction calculation and its affect on client fulfillment and shopper certainty Cosmetics by Arra.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
A. R. P. Barusman, T. M. B. Virgawenda, and Y. A. Arwis, “Factors that Effect the Level of Consumers Loyalty for Budget Hotel in Indonesia,” J. Talent Dev. Excell., vol. 13, no. 1, pp. 2932–2942, 2020.
J. Barbalet, “The experience of trust: Its content and basis,” in Trust in contemporary society, Brill, 2019, pp. 11–30.
R. Alfatiyah, N. Limakrisna, and H. Muharam, “Determinants of Customer Trust in Universities: A Study of Private Universities in Banten, Indonesia,” Int. J. Manag. Digit. Bus. , vol. 2, no. 2 SE-Articles, pp. 67–76, Oct. 2023, doi: 10.54099/ijmdb.v2i2.753.
J.-D. Zhao, J.-S. Huang, and S. Su, “The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective,” J. Retail. Consum. Serv., vol. 50, pp. 42–49, 2019, doi: https://doi.org/10.1016/j.jretconser.2019.04.014.
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, doi: http://dx.doi.org/10.5267/j.ijdns.2022.1.015.
A. Cardoso et al., “Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil,” J. Open Innov. Technol. Mark. Complex., vol. 8, no. 3, p. 109, 2022, doi: https://doi.org/10.3390/joitmc8030109.
A. E. Purwanti and F. Lupiana, “Peran Sistem Informasi Pemasaran dalam Mengelola Proses Pemasaran Melalui Digital Marketing,” J. Ilm. Manajemen, Ekon. Dan Bisnis, vol. 2, no. 2, pp. 88–102, 2023.
T. Widodo, I. D. Sihite, and W. Wisudanto, “Pengaruh Media Sosial Tiktok Pada Minat Beli Dan Profitabilitas Di Industri Kuliner,” Sebatik, vol. 28, no. 1 SE-Articles, pp. 163–170, Jun. 2024, doi: 10.46984/sebatik.v28i1.2382.
A. R. P. Barusman and F. Suwandi, “The impact of lifestyle, social media marketing, and influencer marketing on purchase decision for ayam geprek culinary business,” Int. J. Psychosoc. Rehabil., vol. 24, no. 9, 2020, doi: 10.37200/IJPR/V24I9/PR290317.
F. Abdjul, J. D. . Massie, and Y. Mandagie, “Pengaruh Content Marketing, Search Engine Optimization Dan Social Media Marketing Terhadap Keputusan Pembelian Mahasiswa Feb Unsrat Di E-Commerce Sociolla,” J. EMBA J. Ris. Ekon. Manajemen, Bisnis dan Akunt., vol. 10, no. 3, p. 225, 2022, doi: 10.35794/emba.v10i3.41752.
Y. Kim, Y. Wang, and J. Oh, “Digital media use and social engagement: How social media and smartphone use influence social activities of college students,” Cyberpsychology, Behav. Soc. Netw., vol. 19, no. 4, pp. 264–269, 2016, doi: https://doi.org/10.1089/cyber.2015.0408.
E.-J. Kim, S.-H. Kim, and Y.-K. Lee, “The effects of brand hearsay on brand trust and brand attitudes,” J. Hosp. Mark. Manag., vol. 28, no. 7, pp. 765–784, 2019, doi: https://doi.org/10.1080/19368623.2019.1567431.
B. Harto et al., “Strategi Social Media Marketing Melalui Dukungan Teknologi Informasi dalam Kajian Kualitatif Pada UMKM Kota Bandung,” Komversal, vol. 5, no. 2, pp. 244–261, 2023.
K. R. P. Richadinata and N. L. P. S. Astitiani, “Pengaruh iklan sosial media terhadap keputusan pembelian konsumen di lingkungan Universitas Bali Internasional.” Udayana University, 2021.
W. Rohmah, “Keputusan Pembelian Online Konsumen Shopee Dan Faktor Yang Mempengaruhi,” J. Competency Bus., vol. 5, no. 1 SE-Articles, pp. 89–105, Jul. 2021, doi: 10.47200/jcob.v5i1.877.
J. Bowden and A. Mirzaei, “Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives,” Eur. J. Mark., vol. 55, no. 5, pp. 1411–1439, Jan. 2021, doi: 10.1108/EJM-01-2018-0007.
T. Islam et al., “The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust,” Sustain. Prod. Consum., vol. 25, pp. 123–135, 2021, doi: https://doi.org/10.1016/j.spc.2020.07.019.
A. Pizam, V. Shapoval, and T. Ellis, “Customer satisfaction and its measurement in hospitality enterprises: a revisit and update,” Int. J. Contemp. Hosp. Manag., vol. 28, no. 1, pp. 2–35, Jan. 2016, doi: 10.1108/IJCHM-04-2015-0167.
Y. Ardianto and S. Thalib, “Analisis Repurchase Intention Melalui Customer Satisfaction Dilihat Dari Experiental Marketing dan Servicescape,” JRB-Jurnal Ris. Bisnis, vol. 4, no. 2 SE-Articles, Apr. 2021, doi: 10.35814/jrb.v4i2.1724.
R. V Kozinets, “Algorithmic branding through platform assemblages: core conceptions and research directions for a new era of marketing and service management,” J. Serv. Manag., vol. 33, no. 3, pp. 437–452, Jan. 2022, doi: 10.1108/JOSM-07-2021-0263.
A. R. P. Barusman, “Open Peer Review on Qeios The Influence of Service Quality and Customer Relationship Management (CRM) as Moderators on Customer Satisfaction for Private University Students,” Eur. PMC, pp. 8–16, 2024.
S. Nurhayati, “Pengaruh Brand Trust, Brand Experience Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan,” J. Bisnis, Manajemen, dan Akuntansi; Vol 7 No 2 J. Bisnis Manaj. dan Akunt. - Sept., Nov. 2020.
D. Y. Pratama and O. P. Mulyana, “Hubungan Trust dan Kepuasan Konsumen pada Pengguna Pelayanan Publik ‘X,’” Character J. Penelit. Psikol., vol. 10, no. 2 SE-Articles, pp. 329–343, Jun. 2023, doi: 10.26740/cjpp.v10i2.53569.
N. Sungkono, M. Pasaribu, Y. R. Dewi, and H. Hamsinah, “Strategi Komunikasi Humas Dinas Kebudayaan Dan Pariwisata Kota Cirebon Dalam Mengembangkan Wisata Kuliner,” J. Cyber PR, vol. 4, no. 2, pp. 145–156, 2024, doi: https://doi.org/10.32509/cyberpr.v4i2.4636.
A. Munawar et al., “Collaborative Digital Marketing for Community Service to Support Promotion and Sales of Bogor City MSME Products with IBIK and UTHM: Pemasaran Digital Kolaborasi Pengabdian kepada Masyarakat untuk Mendukung Promosi dan Penjualan Produk UMKM Kota Bogor Ber,” JATI EMAS (Jurnal Apl. Tek. dan Pengabdi. Masyarakat), vol. 7, no. 3, pp. 147–150, 2023, doi: https://doi.org/10.12345/je.v7i3.6.
R. Nurcahya Ningsih, S. Wahyuni, M. Zulianto, and H. Prasetyo, “Implementation Of The Content Marketing Strategy By Smj By Mbok Judes Banyuwangi To Increase Customer Engagement,” Soedirman Econ. Educ. Journal; Vol 5 No 1 (2023)DO - 10.32424/seej.v5i1.8230 , Apr. 2023.
L. D. Hollebeek and K. Macky, “Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications,” J. Interact. Mark., vol. 45, no. 1, pp. 27–41, Feb. 2019, doi: 10.1016/j.intmar.2018.07.003.
S. Gunelius, Content marketing for dummies. John Wiley & Sons, 2011.
A. Infante and R. Mardikaningsih, “The Potential of social media as a Means of Online Business Promotion,” J. Soc. Sci. Stud., vol. 2, no. 2, pp. 45–49, 2022, doi: https://doi.org/10.56348/jos3.v2i2.26.
A. Ariyansyah and K. Susena, “Pemanfaatan Media Sosial Untuk Mempromosikan Usaha Rumah Tangga Kedai Ken Al,” J. Dehasen Untuk Negeri, vol. 3, no. 2 SE-Articles, Jul. 2024, doi: 10.37676/jdun.v3i2.6620.
B. N. Rao and V. Kalyani, “A Study on Positive and Negative Effects of Social Media on Society,” J. Sci. Technol., vol. 7, no. 10 SE-Articles, pp. 46–54, Dec. 2022, doi: 10.46243/jst.2022.v7.i10.pp46-54.
M. Kurniasari and A. Budiatmo, “Pengaruh social media marketing, brand awareness terhadap keputusan pembelian dengan minat beli sebagai variabel intervening pada J. Co Donuts & Coffee Semarang,” J. Ilmu Adm. Bisnis, vol. 7, no. 3, pp. 152–159, 2018, doi: https://doi.org/10.14710/jiab.2018.20968.
A. Arora, S. Bansal, C. Kandpal, R. Aswani, and Y. Dwivedi, “Measuring social media influencer index- insights from facebook, Twitter and Instagram,” J. Retail. Consum. Serv., vol. 49, pp. 86–101, 2019, doi: https://doi.org/10.1016/j.jretconser.2019.03.012.
R. U. Dewi, N. S. Suseno, and V. Sylvia, “Instagram Sebagai Komunikasi Publik Humas Pores Garut dalam Meningkatkan Citra Lembaga,” J. Komun. Univ. Garut Has. Pemikir. dan Penelit., vol. 10, no. 1, pp. 119–140, 2024.
N. K. Husna and I. K. Mala, “Strategi pemasaran konten dalam meningkatkan interaksi konsumen di media sosial,” Ekonomika, vol. 12, no. 2, pp. 21–31, 2024.
R. Hiswara, “Analisis pengaruh musical ability, musician’s appecarance musical sound, siage appearance facilities, audience interaction terhadap custoner satisfaction dalam pertunjukan live music: studi kasus konser ran,” 2010.
S. Jakpar, S. Goh, A. Johari, and K. Myint, “Examining the product quality attributes that influences customer satisfaction most when the price was discounted: a case study in Kuching Sarawak,” Int. J. Bus. Soc. Sci., vol. 3, no. 23, pp. 221–236, 2012, doi: http://hdl.handle.net/20.500.11937/33627.
A. Nurdiansah and W. Widyastuti, “Pengaruh Price Discount Terhadap Customer Satisfaction Dan Repurchase Intention (Studi Pada Pengguna Shopee Food),” Sibatik J. J. Ilm. Bid. Sos. Ekon. Budaya, Teknol. dan Pendidik., vol. 1, no. 8, pp. 1495–1514, 2022, doi: https://doi.org/10.54443/sibatik.v1i8.198.
H. Semuel and J. Wibisono, “Brand Image, Customer Satisfaction Dan Customer Loyalty Jaringan Supermarket Superindo Di Surabaya,” J. Manaj. Pemasar., vol. 13, no. 1, pp. 27–34, 2019, doi: 10.9744/pemasaran.13.1.27-34.
R. Adrianto, “Kredibilitas Influencer dalam Membentuk Kepercayaan Konsumen terhadap Brand,” J. Ris. Manaj. Komun., pp. 54–60, 2021, doi: https://doi.org/10.29313/jrmk.v1i1.117.
S. Tirtayasa, A. P. Lubis, and H. Khair, “Keputusan pembelian: sebagai variabel mediasi hubungan kualitas produk dan kepercayaan terhadap kepuasan konsumen,” J. Inspirasi Bisnis Dan Manaj., vol. 5, no. 1, pp. 67–86, 2021.
M. Kemarauwana, L. F. Chotim, and S. K. Rodiyah, “Pengaruh Strategi Pemasaran Online dan Offline terhadap Kepuasan Konsumen dan Minat Beli Ulang Konsumen pada Konsumen Pembelian Produk Makanan Cepat Saji di Kota Surabaya,” J. Ekon. dan Bisnis, vol. 11, no. 2, pp. 19–32, 2021.
A. Azzahra and B. M. Nainggolan, “Pengaruh media sosial, e-wom, citra merek, kualitas pelayanan terhadap kepuasan pelanggan di R Hotel Rancamaya,” SINOMIKA J. Publ. Ilm. Bid. Ekon. Dan Akunt., vol. 1, no. 3, pp. 481–496, 2022, doi: https://doi.org/10.54443/sinomika.v1i3.288.
Amelia Tri Andini and Yahfizham, “Analisis Algoritma Pemrograman Dalam Media Sosial Terhadap Pola Konsumsi Konten,” J. Arjuna Publ. Ilmu Pendidikan, Bhs. dan Mat., vol. 2, no. 1 SE-Articles, pp. 286–296, Dec. 2023, doi: 10.61132/arjuna.v2i1.526.
M. T. Jan and N. Sultan, “The impact of social media activity, interactivity, and content on customer satisfaction: A study of fashion products,” Eurasian J. Bus. Manag., vol. 8, no. 4, pp. 336–347, 2020, doi: OI:10.15604/ejbm.2020.08.04.005.
D. K. Gultom, M. Arif, and M. Fahmi, “Determinasi kepuasan pelanggan terhadap loyalitas pelanggan melalui kepercayaan,” Maneggio J. Ilm. Magister Manaj., vol. 3, no. 2, pp. 171–180, 2020, doi: https://doi.org/10.30596/maneggio.v3i2.5290.
A. P. Pratama, A. Sirait, R. Fahriansyah, S. Syafitra, and M. I. Nasution, “Mediated Customer Satisfaction: the Brand Image and Product Quality on Purchasing Decisions,” in Proceeding Medan International Conference on Economic and Business, 2023, vol. 1, pp. 1814–1822. doi: https://doi.org/10.30596/miceb.v1i0.292.
A. D. Irawan and A. Hadisumarto, “Pengaruh aktivitas social media marketing terhadap brand trust, brand equity, dan brand loyalty pada platform social media Instagram,” J. Manaj. dan Usahaw. Indones., vol. 43, no. 1, p. 5, 2020.
S. Hidayat, A. Silvanie, and J. Susilo, “Implementasi Aplikasi Progress Report Mill Production Menggunakan Push Notification Time Based Algorithm,” J. Sist. Inf. Bisnis, vol. 5, no. 2 SE-Articles, Oct. 2024, doi: 10.55122/junsibi.v5i2.1519.
P. Sugiyono, “Metode penelitian kombinasi (mixed methods),” Bandung Alf., vol. 28, no. 1, p. 12, 2015.
D. Sugiyono, “Metode penelitian bisnis,” Bandung Pus. Bhs. Depdiknas, 2008.
D. Fordian and A. Ramadiawati, “Pengaruh Brand Orientation dan Co-Creation Value Terhadap Marketing Capability Studi Pada Make-Up Artist (MUA) di Kota Bandung,” J. Ris. Akunt. dan Manaj., vol. 9, no. 1, pp. 1–15, 2020.
D. Duryadi, “Metode Penelitian Ilmiah: Metode Penelitian Empiris Model Path Analysis Dan Analisis Smartpls,” Semarang Yayasan Prima Agus Tek., 2021.
P. R. Sihombing, A. M. Arsani, M. Noval, and R. Antonia, “Implementasi Model Sem PLS Pada Hubungan IKP, IPM dan Kemiskinan,” J. Ilmu Ekon. dan Sos. p-ISSN, vol. 2301, p. 9263, 2022.
A. Satiawan, R. S. Hamid, and E. Maszudi, “Pengaruh Content Marketing, Influencer Marketing, Online Custumer Review Terhadap Keputusan Pembelian dan Kepuasan Konsumen Di Tiktok,” J. Manaj. Dan Bisnis Indones., vol. 9, no. 1, pp. 1–14, 2023.
K. S. Annisa, Y. Yulasmi, and M. Fitri Sopali, “Pengaruh Content Marketing dan endorsment terhadap Kepuasan Pelanggan dengan Keputusan Pembelian sebagai Variabel Intervening pada Shopee (Studi Kasus pada Mahasiswa Manajemen UPI YPTK Padang Angkatan 2020),” J. Ris. Manaj., vol. 2, no. 1, pp. 399–417, 2024.
A. Azzahra and B. MH Nainggolan, “Pengaruh Media Sosial, E-wom, Citra Merek, Kualitas Pelayanan terhadap Kepuasan Pelanggan di R Hotel Rancamaya,” SINOMIKA J. Publ. Ilm. Bid. Ekon. dan Akunt., vol. 1, no. 3, pp. 481–496, 2022, doi: 10.54443/sinomika.v1i3.288.
Nurul Farhana, Harly Okprana, and Rizky Khairunnisa Sormin, “Analisis Tingkat Kepuasan Pelanggan Pada Aplikasi Tiktok Shop Dengan Metode Algoritma C4.5,” SmartEDU J., vol. 1, no. 3, pp. 101–111, 2022.
M. F. ALI, N. U. R. H. AL AMIN, and M. E. Lc, “Pengaruh Interaksi Sosial Dengan Tenaga Penjual Dan Kenyamanan Terhadap Kepuasan Konsumen Dengan Mediasi Pengalaman Pelanggan Di Transmart Pabelan.” IAIN SURAKARTA, 2020.
Y. A. Norhermaya and H. Soesanto, “Analisis Pengaruh Kepuasan Pelanggan Terhadap Kepercayaan Dan Loyalitas Pelanggan Untuk Meningkatkan Minat Beli Ulang (Studi Kasus Online Store Lazada. co. id).” Fakultas Ekonomika dan Bisnis, 2016.
P. Rosdayanti and M. Tuti, “Pengaruh Kepuasan Pelanggan Terhadap Kepercayaan Merek, Loyalitas Merek dan Ekuitas Merek Marugame Udon,” Widya Manaj., vol. 5, no. 2, pp. 120–134, 2023, doi: 10.32795/widyamanajemen.v5i2.3681.
A. K. Juventino, “Analisis Pengaruh Content Marketing Terhadap Customer Loyalty Dengan Customer Engagement Dan Brand Trust Sebagai Variabel Intervening Pada E-Commerce Zalora Indonesia Di Surabaya,” J. Strateg. Pemasar., vol. 7, no. 2, p. 12, 2020.
R. N. Anggriawan, “Analisis Hubungan Antara Inbound Marketing, Content Marketing, Terhadap Kepercayaan Konsumen Dan Keputusan Pembelian Pada Media O N L I N E I N S T A G R A M,” Universitas Katolik Widya Mandala Surabaya, 2020.
I. B. Y. Prasetya and M. Sigit, “Pengaruh Penggunaan Media Sosial dan EWOM terhadap Kepercayaan dan Keputusan Pembelian Pelanggan: Studi pada J.Co Donut & Coffee di Yogyakarta,” Sel. Manaj. J. Mhs. Bisnis Manaj., vol. 2, no. 5 SE-Research Articles, pp. 207–219, Mar. 2024.
R. S. Hamid, “Analisis Dampak Aktivitas Pemasaran Media Sosial terhadap Kepercayaan,” Jesya, vol. 5, no. 2, pp. 1563–1570, 2022, doi: 10.36778/jesya.v5i2.774.
V. Wulandari, G. Rullyana, and A. Ardiansah, “Pengaruh algoritma filter bubble dan echo chamber terhadap perilaku penggunaan internet,” Berk. Ilmu Perpust. dan Inf., vol. 17, no. 1, pp. 98–111, 2021, doi: 10.22146/bip.v17i1.423.
I. Z. Al Fatih, R. A. Putera, and Z. H. Umar, “Peran Algoritma Media Sosial dalam Penyebaran Propaganda Politik Digital Menjelang Pemilu,” J. Kaji. Strat. Ketahanan Nas., vol. 7, no. 1, p. 6, 2024, doi: https://doi.org/10.7454/jkskn.v7i1.10090.
M. Ashur, “Pengaruh Dukungan Sosial, Persepsi Risiko Dan Interaksi Sosialterhadap Kepercayaan Dan Niat Pembelian Konsumen Pada Media S-commerce (Studi Pada Konsumen S-commerce Di Indonesia),” J. Bisnis dan Manaj., vol. 3, no. 1, 2016.
G. G. Saputra and F. Fadhilah, “Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian,” Ekon. Keuangan, Investasi dan Syariah, vol. 4, no. 2, pp. 442–452, 2022, doi: 10.47065/ekuitas.v4i2.2353.