THE INFLUENCE OF BRAND AWARENESS IN MEDIATING SOCIAL MEDIA MARKETING STRATEGIES ON GENERATION Z PURCHASE INTENTION IN LOCAL SKINCARE PRODUCT

Abstract

In the last few years, the Skincare segment and the Beauty industry are experiencing positive development in spite of the weakening in the economic industry due to the pandemic occurred which makes this become a great potential for Local brands to compete. However, with the raise in Social Media use, there is still a low amount recorded for the adoption of digital marketing by businesses in Indonesia. Particularly local skincare companies, which is still a newcomer to the competition. In relation to that, this study was conducted to assess suitable marketing strategies to produce simple but innovative and engaging marketing activities to influence Generation Z's brand awareness and purchase intentions. This study focuses on Generation Z as different from the previous studies. The researcher used the quantitative descriptive research method using PLS-SEM to analyze data with a total of 340 Generation Z living in Jabodetabek area with non-probability sampling technique. The result of this study shows that all the independent variables, Content Marketing (X1), Influencer Marketing-Beauty Influencer (X2), and Brand Ambassador (X3) have a positive influence on Brand Awareness (Y) and Purchase Intention (Z). The intervening variable, Brand Awareness (Y) also has a positive influence that stimulates the Intention to Purchase from Generation Z. Local skincare brands must take into consideration a variety of aspects before implementing these three social media strategies, including trends and the audience they aim to influence so that the strategy will not backfire.