The Effects of Social Media Marketing, Lifestyle, and Brand Trust on Decisions Purchase MS Glow Products in Yogyakarta
Abstract
The purpose of this study is to ascertain how social media marketing and lifestyle brand trust affect Yogyakarta consumers' decisions to buy MS Glow products. Quantitative research is the kind that is being used. Users of MS Glow in Yogyakarta make up the study's population, sample in this study is 160 people, The dissemination strategy of the questionnaire uses the Sempel retrieval approach. The results of data analysis with a significant 0,05 show that social media marketing has a positive and significant effect on the purchase decision of MS Glow products in Yogyakarta, lifestyle has a positive and significant effect on the purchase decision of MS Glow products in Yogyakarta, brand trust has a positive and significant effect on the purchase decision of MS Glow products in Yogyakarta and social media marketing, lifestyle and brand decisions simultaneously influence the purchase decision of MS Glow products in Yogyakarta.
Downloads
References
Abdjul, Fadillah, James D.D Massie, dan Yunita Mandagie. 2022. “Pengaruh Content Marketing, Search Engine Optimization Dan Social Media Marketing Terhadap Keputusan Pembelian Mahasiswa Feb Unsrat Di E-Commerce Sociolla.” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 10(3), 225. doi:10.35794/emba.v10i3.41752
Bate’e, M. M. (2019) ‘The Influence of Social Media on Purchase Decisions at Nias Gunungsitoli T-shirt Shops', Journal of Sharia Economics & Economics, 2 (2), pp. 313–324.
Cahyadi, I. R. (2022) Local Products Are Mushrooming, Skincare Business Interest Is Getting Higher, NewsSatu.Available at: https://www.beritasatu.com/gaya-hidup/909073/produk-lokal-kian-menjamur-peminat-bisnis-skincare-semakin-tinggi
Fatimah, N. (2020) ‘The Influence of Social Media, Electronic Word of Mouth, and Brand Image on Purchase Decisions Through Buying Interest (Study on Poeniko Batik Stores in Pekalongan)', Akrab Juara, (2507), pp. 1–9.
Isbahi, M. B., Toha, M., & Zuana, M. M. M. (2024). The Multi Social Relation of the Cattle Industry in the Plaosan Subdistrict Animal Market of Magetan Regency. Malacca: Journal of Management and Business Development, 1(1), 32–47. Retrieved from https://e-journal.bustanul-ulum.id/index.php/malacca/article/view/51
Khairunnisa, S., Budiyanti, H. and Haeruddin, M. W. (2022). The Influence of Instagram Social Media Marketing, Brand Image, and Product Quality on Purchase Decisions at MS Glow (Case Study on MS Glow Panakukkang Distributor Consumers in Makassar City). CEMERLANG: Jurnal Manajemen dan Ekonomi Bisnis, 2(4), pp. 110–126.
Kompas (2022a) Beware of the mushrooming of the beauty business, Kompas.Available at: https://www.kompas.id/baca/telaah/2022/03/12/mewaspadai-menjamurnya-bisnis-kecantikan.
Kompas (2022b) MS Glow Opens Branch in Yogyakarta, There is a Discount Promo of up to 50 Percent, Kompas. Available at: https://money.kompas.com/read/2022/09/07/173800526/ms-glow-buka-cabang-di-yogyakarta-ada-promo-diskon-hingga-50-persen
Kumparan (2022) Apa Perbedaan MS Glow Asli dan Palsu? Ini Penjelasannya Agar Tidak Salah Beli, Kumparan. Available at: https://kumparan.com/berita-hari-ini/apa-perbedaan-ms-glow-asli-dan-palsu-ini-penjelasannya-agar-tidak-salah-beli-1yfl4NKst2B/full
Kotler, P. (2019) Marketing Management. Millennium. Jakarta: Prenhallindo.
Kotler, P. and Amstrong, G. (2018) Principles of Volume Marketing 1. Jakarta: Erlangga.
Kotler, P. and Keller, K. L. (2018) Marketing management 1 & 2. Jakarta: Erlangga.
Pradiatiningtyas, D. (2019) ‘Analysis of the Influence of Hedonic Shopping Value, Shopping Lifestyle, and Positive Emotion on Consumer Impulse Buying in Making Online Purchases in Marketplace', Journal Speed–Center for Engineering and Education Research, 11(2), pp. 1–8.
Sunarto (2018) Customer behaviour. Yogyakarta: AMUS.
Toha, Mohamad & Supriyanto. (2023). Factors Influencing the Consumer Research Process: Market Target, Purchasing Behavior and Market Demand (Literature Review Of Consumer Behavior). Danadyaksa: Post Modern Economy Journal, 1(1), 1–17. Retrieved from https://e-journal.bustanul-ulum.id/in
Zuana, M. M. M., Toha, M., & Isbahi, M. B. (2024). Exploration of Community Empowerment in a Village as the Entrance to a Lake in East Java. Malacca: Journal of Management and Business Development, 1(1), 48–56. Retrieved from https://e-journal.bustanul-ulum.id/index.php/malacca/article/view/52
Copyright (c) 2024 Lusia Arie Susanti Wunu, Muinah Fadilah, Bernadetta Diansepti Maharani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
