Pengaruh Social Media Marketing Terhadap Purchase Intention Produk Tabir Surya Pada Generasi Z
DOI:
https://doi.org/10.61722/jrme.v2i4.5822Keywords:
Brand image, Social media marketing, Health consciousness, Purchase intention, Generasi Z, Produk tabir suryaAbstract
Penelitian ini bertujuan untuk menguji pengaruh social media marketing terhadap purchase intention produk tabir surya pada Generasi Z di DKI Jakarta, dengan mempertimbangkan peran mediasi dari brand image dan health consciousness. Latar belakang penelitian ini didasari oleh meningkatnya penggunaan media sosial sebagai saluran pemasaran serta tingginya kesadaran akan pentingnya perawatan kulit di kalangan konsumen muda. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, melibatkan 180 responden dari Generasi Z yang berdomisili di DKI Jakarta dan pernah melihat promosi tabir surya melalui media sosial. Teknik analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan software SmartPLS 4.Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand image, health consciousness, dan purchase intention. Selain itu, health consciousness juga berpengaruh signifikan terhadap purchase intention, sedangkan brand image tidak menunjukkan pengaruh yang signifikan. Temuan ini mempertegas bahwa strategi pemasaran digital melalui media sosial efektif dalam meningkatkan niat beli, khususnya ketika dikaitkan dengan nilai kesehatan dan edukasi produk. Namun demikian, citra merek belum menjadi penentu utama dalam mendorong minat beli Generasi Z terhadap produk tabir surya. Implikasi dari penelitian ini menggarisbawahi pentingnya pendekatan pemasaran yang berbasis edukasi kesehatan dan nilai fungsional produk dalam menjangkau konsumen muda. Selain memberikan kontribusi pada pengembangan Theory of Planned Behavior dalam konteks pemasaran digital, penelitian ini juga memberikan masukan praktis bagi perusahaan untuk menyusun strategi komunikasi yang lebih relevan dan sesuai dengan preferensi Generasi Z.
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