Pengaruh Digital Marketing Strategy terhadap Purchase Intention melalui Social Media Engagement pada Brand Marcks Cosmetics

Abstract

Persaingan industri kosmetik lokal di Indonesia semakin meningkat seiring dengan pesatnya perkembangan pemasaran digital dan penggunaan media sosial. Marcks Cosmetics sebagai merek kosmetik lokal perlu mengoptimalkan strategi pemasaran digital untuk meningkatkan keterlibatan konsumen dan mendorong niat beli. Penelitian ini bertujuan menganalisis pengaruh digital marketing strategy terhadap purchase intention melalui social media engagement pada merek Marcks Cosmetics. Penelitian dilaksanakan menggunakan pendekatan kuantitatif dengan metode SEM-PLS (Structural Equation Modeling-Partial Least Squares) menggunakan perangkat lunak SmartPLS 4.1. Metode pengambilan sampel menggunakan nonprobability sampling dengan teknik purposive sampling terhadap 280 pengikut aktif akun Instagram @marckscosmeticind. Hasil penelitian membuktikan bahwa digital marketing strategy berpengaruh positif dan signifikan terhadap social media engagement, social media engagement berpengaruh positif dan signifikan terhadap purchase intention, digital marketing strategy berpengaruh positif dan signifikan terhadap purchase Intention, serta social media engagement terbukti memediasi secara parsial pengaruh digital marketing strategy terhadap purchase intention. Hasil penelitian ini mengonfirmasi bahwa penerapan strategi pemasaran digital yang efektif mampu meningkatkan keterlibatan konsumen di media sosial sehingga mendorong terbentuknya niat beli terhadap produk Marcks Cosmetics.

Kata kunci: digital marketing strategy, purchase intention, social media engagement

The Indonesian local cosmetics industry faces increasingly intense digital competition, while the mediating role of Social Media Engagement in the relationship between digital marketing strategy and purchase intention has not been sufficiently confirmed empirically in this context. This study aims to analyze the effect of digital marketing strategy on purchase intention through social media engagement in Marcks Cosmetics. This research employed a quantitative approach using the SEM-PLS (Structural Equation Modeling–Partial Least Squares) method with SmartPLS 4.1 software. The sampling technique used was non-probability sampling with purposive sampling, involving 280 active followers of the Instagram account @marckscosmeticind as respondents. The results indicate that digital marketing strategy has a positive and significant effect on social media engagement,

social media engagement has a positive and significant effect on purchase intention, digital marketing strategy has a positive and significant direct effect on purchase intention, and social media engagement partially mediates the relationship between digital marketing strategy and purchase intention. These findings confirm that an effective digital marketing strategy can enhance consumer engagement on social media, thereby encouraging consumers purchase intention toward Marcks Cosmetics products.

Keywords: digital marketing strategy, purchase intention, social media engagement