HOW SOCIAL MEDIA MARKETING ACTIVITIES DRIVE PURCHASE INTENTION: THE ROLES OF BRAND AUTHENTICITY, PERCEIVED VALUE, AND BRAND LOVE
Keywords:
Social Media Marketing Activities, Brand Authenticity, Perceived Value, Brand Love, Purchase IntentionAbstract
The rapid development of social media has transformed the way local skincare brands build relationships with consumers and influence purchase intention. This study aims to analyze how social media marketing activities (SMMA) drive purchase intention through the roles of brand authenticity, perceived value, and brand love among consumers of local skincare brands in Indonesia. This study employed a quantitative approach by collecting data through a survey of consumers from five local skincare brands who had purchasing experience after being exposed to social media marketing activities. Data were analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method. The findings reveal that SMMA significantly enhance brand authenticity, perceived value, and brand love. In addition, perceived value and brand authenticity were also found to positively influence purchase intention. Furthermore, these variables serve as key mechanisms in strengthening brand love, which subsequently increases purchase intention. The findings emphasize that consumers’ psychological responses play an important role in transforming social media marketing activities into purchasing behavior. This study provides an empirical contribution by integrating brand authenticity, perceived value, and brand love into a comprehensive model that explains the transformation process of social media marketing activities into purchase intention. Practically, the findings offer implications for marketers in designing social media strategies that can build perceptions of brand authenticity, create perceived value, and strengthen consumers’ emotional attachment in order to increase purchase intention.
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