Impact of Social Media Marketing Activities on Purchase Intention of Customers of Organic Cosmetic Products
DOI:
https://doi.org/10.48001/978-81-966500-3-2-3Keywords:
Social Media Marketing, Purchase Intention, Organic Cosmetic products, Impact of Social Media MarketingAbstract
The worldwide web has evolved significantly and driven tremendous change over the past few Decades. Skincare, on the other hand, the desire to look good and live a longer life has always been a natural goal felt by Indonesian young adults, regardless of their gender, and perfectly flawless skin is still considered a vital part of beauty. The paper focuses at how social media marketing affects customer intentions to buy organic cosmetic products. A survey questionnaire that was given to a sample of 135 respondents who had used organic cosmetics served as the study’s quantitative research method. The results showed that social media marketing initiatives had a favourable influence on consumers’ inclinations to buy organic cosmetics. Particularly, social media marketing significantly affects how clients view the quality of organic cosmetic items, how they feel about the brand, and how much they trust the company. The study suggests that businesses concentrate on social media marketing to expand their audience and increase the sales of organic cosmetics products.
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