THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON SKINTIFIC PRODUCTS: PLS-SEM APPROACH

  • Nanda Nasywa Afifah Department of Statistics, Faculty of Mathematics and Natural Sciences, Universitas Islam Indonesia, Indonesia https://orcid.org/0009-0000-8489-8062
  • Dina Tri Utari Department of Statistics, Faculty of Mathematics and Natural Sciences, Universitas Islam Indonesia, Indonesia https://orcid.org/0009-0003-5600-7308
Keywords: Brand Awareness, Brand Image, Brand Loyalty, Pls, SEM, Social Media Marketing

Abstract

The swift expansion of the internet has markedly facilitated communication, thereby evolving social media from a tool for personal interaction into a formidable platform for product promotion. This research aims to investigate the effects of social media marketing endeavors on brand awareness, brand image, and brand loyalty about Skintific, a well-regarded skincare brand. Considering its growing significance, formulating a robust marketing strategy—especially within social media—is essential for enhancing brand visibility and cultivating customer loyalty. This study analyzes data from online questionnaires collected from June to July 2024 using Structural Equation Modeling (SEM) through Partial Least Squares (PLS). The sample for this investigation comprises 170 consumers of Skintific residing in Yogyakarta, with data gathered through questionnaires disseminated on platforms including Instagram, Twitter, LINE, and WhatsApp. The results indicate a positive and statistically significant correlation between social media marketing activities and brand metrics: awareness, image, and loyalty.

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Published
2025-04-01
How to Cite
[1]
N. N. Afifah and D. T. Utari, “THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON SKINTIFIC PRODUCTS: PLS-SEM APPROACH”, BAREKENG: J. Math. & App., vol. 19, no. 2, pp. 1157-1168, Apr. 2025.