PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA SCARLETT- WHITENING DI SURABAYA

Abstract

Scarlett Whitening maximizes her Social Media Marketing well so that her product becomes viral which initially boomed on Instagram and other platforms. Although this product is viral, there is stiff competition from similar business actors, both those who have had names for a long time and those that have just emerged. Scarlett Whitening needs a strategy to maintain and improve. This research objective to analyze the effect of Social Media Marketing and electronic word of mouth on purchase intention through Brand Image at Scarlett Whitening in Surabaya. This research is a quantitative research. The sampling technique used is non-probability sampling by purposive sampling. The sample used is 170 respondents, namely active users of Instagram social media in Surabaya. The data collection tool used is a questionnaire. The data analysis technique used is descriptive analysis using the Smart PLS program. The results of this research prove that Social Media Marketing has a positive and significant effect on Brand Image. Electronic word of mouth has a positive and significant effect on Brand Image. Social Media Marketing has a positive and significant effect on Purchase Intention. Electronic Word oof Mouth has a positive and significant effect on Purchase Intention. Brand Image has a positive and significant effect on Purchase Intention. Social Media Marketing has a positive and significant effect on Purchase Intention through Brand Image. Electronic word of mouth has a positive and significant effect on Purchase Intention through Brand Image.