Social Media Marketing, Product Quality, and Viral Marketing Effects on Scarlett Skincare Purchase Decisions with Brand Awareness as Mediator
Pemasaran Media Sosial, Kualitas Produk, dan Efek Pemasaran Viral terhadap Keputusan Pembelian Scarlett Skincare dengan Kesadaran Merek sebagai Mediator
DOI:
https://doi.org/10.21070/jbmp.v12i1.2320Keywords:
social media marketing, product quality, viral marketing, brand awareness, purchase decisionAbstract
Purchase decisions are an important indicator of the success of marketing strategies in the skincare industry. Understanding the factors that influence consumer purchase decisions is essential for companies to strengthen competitiveness and build sustainable customer relationships. This study aims to examine the influence of social media marketing, product quality, and viral marketing on the purchase decisions of Scarlett skincare products, with brand awareness acting as a mediating variable. This research uses a quantitative approach with an associative design. The population of this study consists of consumers who have used or purchased Scarlett skincare products. The sample was determined using purposive sampling based on specific criteria related to product usage experience. Data were collected through an online questionnaire using a Likert scale. The data were analyzed using Structural Equation Modeling (SEM) with AMOS to test the measurement and structural models. The results indicate that social media marketing, product quality, and viral marketing have a positive influence on brand awareness. Furthermore, these variables also positively affect consumers’ purchase decisions. Brand awareness also plays a mediating role in strengthening the relationship between marketing activities, product quality, and consumer purchase decisions. These findings support the Stimulus–Organism–Response (SOR) theory, which explains that external marketing stimuli and product attributes influence consumer responses through internal cognitive processes such as brand awareness.
References
Ahmadi, W. H. Al, Fadhilah, M., and Maharani, B. D. (2024). Pengaruh Social Media Marketing, Instagram Influencer dan Green Product Terhadap Purchase Decision. Jurnal Ilmiah Manajemen Ekonomi & Akuntansi (MEA), 8(3), 2088–2106. https://doi.org/10.31955/mea.v8i3.4436
Alifyanti, U., Nirawati, L., Andarini, S., and Nugroho, R. H. (2022). Pengaruh Celebrity Endorser, Citra Merek, dan Promosi Penjualan terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi Kasus Konsumen Scarlett Whitening di Kota Surabaya). J-MAS (Jurnal Manajemen Dan Sains), 7(2), 546. https://doi.org/10.33087/jmas.v7i2.449
Amalia, K., and Nurlinda, R. A. (2022). PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION MELALUI PERCEIVED VALUE PRODUK SERUM SOMETHINC. SIBATIK JOURNAL Jurnal Ilmiah Bidang Sosial Ekonomi Budaya Teknologi Dan Pendidikan, 1(11), 2383–2398. https://doi.org/10.54443/sibatik.v1i11.353
Ascani, I., and Ancillai, C. (2025). Social Media Marketing and Performance Measurement: does it take two to tango? Review of Managerial Science, 4, 1–49. https://doi.org/10.1007/s11846-025-00891-0
Azilla, F. F. N., Nurhayati, E. C., and undefined, M. T. (2025). Pengaruh Kualitas Produk, Persepsi Harga, Promosi Dan Inovasi Produk Terhadap Keputusan Pembelian (Studi Pada DNSTY Konveksi Di Temanggung).
Azizah, R. C. N., Hendra, J., and Tumini. (2024). Pengaruh Viral Marketing, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Serum Wajah Implora (Studi Kasus pada Mahasiswi Universitas Panca Marga). Journal Management, Accounting, and Digital Business, 2(1), 51–60. https://doi.org/https://dx.doi.org/10.51747/jumad.v2i1.1526
Bukit, E. F., Femmy, F., and Mayangsari, F. D. (2023). Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awareness Terhadap Keputusan Pembelian Skintific. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 22(2), 323–332. https://doi.org/10.32509/wacana.v22i2.3361
Ekasari, R., and Mandasari, E. D. (2022). Pengaruh Kualitas Produk, Digital Marketing Dan Citra Merek Terhadap Keputusan Pembelian Lipcream Pixy Di Kabupaten Sidoarjo. IQTISHADequity, 4(1), 1. https://doi.org/10.51804/iej.v4i1.1583
Hardiana, C. D., and Mulasih, T. F. (2024). Pengaruh Iklan Dan Kualitas Produk Terhadap Brand Awareness Lipstik Maybelline Di Kecamatan Tambun Selatan Kab. Bekasi. Jurnal Ekonomi Dan Bisnis, 4(2), 282–294. https://doi.org/10.56145/jurnalekonomidanbisnis.v4i2.286
Hasanain, A. F., Kurniati, R. R., and Widayawati, E. (2024). Pengaruh Media Sosial Dan Brand Awareness Terhadap Keputusan Pembelian Pada Skincare Npure. JIAGABI, 13(1), 217–224.
Hidayat, R. R., and Rayuwanto. (2022). The Influence of Price and Product Quality on The Purchase Decision. Keizai, 3(2), 105–116. http://jurnal.unda.ac.id/index.php/KEIZAI/index
Hidayati, N. L. (2018). Pengaruh Viral Marketing, Online Consumer Reviews Dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 06(3), 77–84.
Hochreiter, V., Benedetto, C., and Loesch, M. (2023). The Stimulus-Organism-Response ( S-O-R ) Paradigm as a Guiding Principle in Environmental Psychology : Comparison of its Usage in Consumer Behavior and Organizational Culture and Leadership Theory 2 . Literature Review. Journal of Entrepreneurship and Business Development, 3(1), 7–16. https://doi.org/10.18775/jebd.2806-8661.2021.31.5001
Julianti, M. R., Mudjiarto, H., Nagatitha, P., Luwiha, L., and Astuti, W. (2023). TikTok’s Social Media Marketing Gives Strong Impact on Product Sales Increase. Journal of Economic Religious and Entrepreneurship (JoERE), 1(1), 31–38. https://doi.org/10.60046/joere.v1i1.24
Katerina, A., Simanjuntak, A., Terenggana, C. A., and Tyra, M. J. (2023). The effect of brand awareness and brand image on purchasing decisions for Scarlett whitening products. Journal of Business and Information Systems (e-ISSN 2685-2543), 5(1), 11–18. https://doi.org/10.36067/jbis.v5i1.167
Kristyani, O. V., and Kristyana, N. (2022). Pengaruh Viral Marketing, Brand Experience, dan Brand Image terhadap Niat Pembelian Ulang (Survei Pada Konsumen Skincare Scarlett Whitening Mahasiswa Universitas Muhammadiyah Ponorogo). Deleted Journal, 10(2), 125. https://doi.org/10.54144/jadbis.v10i2.8166
Kurniawati, T. Y., and Susilowati, I. H. (2025). Pengaruh Viral Marketing dan Brand Awereness dari Dr . Detektif terhadap Keputusan Pembelian Produk Skincare Serum Hanasui di Jakarta Barat. Jurnal Semesta Ilmu Manajemen Dan Ekonomi (J-SIME), 1(3), 286–304. https://doi.org/https://doi.org/10.71417/j-sime.v1i3.272
Lathifah, A., Wahyono, D., Yessa, F., Wardi, Y., and Prasetia, A. (2024). Strategi Pemasaran Digital dalam Industri Fashion Online: Sebuah Analisis Sistematis. Nusantara Entrepreneurship and Management Review, 2(1), 64–69. https://doi.org/10.55732/nemr.v1i2.1177
Manalu, D. N., Budiarti, L., and Samboro, J. (2024). Pengaruh Content Marketing Dan Electronic Word Of Mouth Pada Media Sosial Tiktok Terhadap Keputusan Pembelian Produk Skincare The Originote. Jurnal Aplikasi Bisnis, 10(2), 434–444. https://doi.org/10.33795/jab.v10i2.5933
Martini, N. A., Feriyansyah, A., and Venanza, S. (2022). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Handphone Oppo di Kota Pagar Alam. Jurnal Aktiva : Riset Akuntansi Dan Keuangan, 3(1), 44–53. https://doi.org/10.52005/aktiva.v3i1.130
Othysalonika, Muhaimin, A. W., and Faizal, F. (2022). Pengaruh Social Media Marketing Terhadap Minat Dan Keputusan. Jurnal Ekonomi Pertanian Dan Agribisnis (JEPA), 6(3), 1134–1146. https://doi.org/https://doi.org/10.21776/ub.jepa.2022.006.03.32
Pahlevi, A. R., and Trianasari, N. (2023). Pengaruh Social Media Marketing Terhadap Brand Awareness Dan Purchase Intention Konsumen Brand Skincare Avoskin Di Kota Bandung. Jurnal Al-Ijtimaiyyah, 9(2), 324. https://doi.org/10.22373/al-ijtimaiyyah.v9i2.19948
Pratama, C. A. Z., Dewi, R. Sh., and Wijayanto, A. (2022). Pengaruh Viral Marketing Terhadap Keputusan Pembelian Sunscreen Wardah Melalui Brand Awareness Sebagai Variabel Intervening. Jurnal Ilmu Administrasi Bisnis, 11(1), 59–69. https://doi.org/https://doi.org/10.14710/jiab.2022.33406
Priatni, S. B., Hutriana, T., and Hindarwati, E. N. (2019). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi Manajemen Dan Perbankan (Journal of Economics Management and Banking), 5(3), 145–155. https://doi.org/https://doi.org/10.35384/jemp.v5i3.165
Putra, Y. P. (2024). Marketing communication strategy on Instagram social media @ninetynine.indo in Increase Brand Awareness. LONTAR Jurnal Ilmu Komunikasi, 12(2). https://doi.org/10.30656/lontar.v12.i2.9611
Rahman, S. A. N., and Aribowo, A. (2024). The Influence of Social Media Marketing and Brand Awareness on Purchase Decisions for Make Over Beauty Products. International Journal of Management Science and Application, 3(2), 121–131. https://doi.org/https://doi.org/10.58291/ijmsa.v3i2.291
Ramyar, F. (2024). Analyzing Key Factors Influencing Viral Marketing Success in Small and Medium Enterprises: A Case Study of Industrial Parks in Nazarabad and Eshtehard, Tehran. Research Square (Research Square). https://doi.org/10.21203/rs.3.rs-5206129/v1
Rasaela, Jushermi, and Noviasari, H. (2024). The Influence of Social Media Marketing and Product Quality on Brand Awareness and Purchase Decisions on Skintific Products in Pekanbaru City. West Science Business and Management, 2(04), 1088~1100. https://doi.org/https://doi.org/10.58812/wsbm.v2i04.1312
Rimbasari, A., Widjayanti, R. E., and Thahira, A. (2023). Pengaruh Viral Marketing Dan Social Media Marketing Terhadap Keputusan Pembelian Di Platform Tiktok. CAPITAL: Jurnal Ekonomi Dan Manajemen, 6(2), 457. https://doi.org/10.25273/capital.v6i2.15304
Saltifa, W. O. V., Palilati, A., Isalman, I., Awasinombu, A. H., and Putera, A. (2023). PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI KABUPATEN MUNA. Jurnal Manajemen Dan Kewirausahaan, 15(2), 214. https://doi.org/10.55598/jmk.v15i2.43057
Saragi, C. A., and Hikmah. (2025). Pengaruh Citra Merek, Kualitas Produk Dan E-Wom Terhadap Keputusan Pembelian Skincare Emina Pada Marketplace Tokopedia Di Kota Batam. Scientia Journal - Jurnal Ilmiah Mahasiswa, 7(1). https://doi.org/https://doi.org/10.33884/scientiajournal.v7i1.9585
Sigar, D., Soepeno, D., and Tampenawas, J. (2021). The influence of brand ambassador, viral marketing and brand trust on the purchase decision of Nike shoes at Faculty of Economics and Bussines UNSRAT Student. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 841–850.
Singh, D. B., Khan, A. Z., Pandey, A. R., Singh, A. M., and Siddiqui, M. R. (2024). Exploring the Impact of Integrated Marketing Communications on Branding and Advertising Effectiveness. International Journal of Research Publication and Reviews, 5(4), 3658–3663. https://doi.org/10.55248/gengpi.5.0424.1019
Sopini, P., and Susanti, E. (2024). Pengaruh Viral Marketing dan Brand Awareness terhadap Keputusan Pembelian Produk Skincare Ms Glow (Studi Kasus pada Masyarakat Kec. Muara Sabak Timur Kab. Tanjabtim Provinsi Jambi). Eksis: Jurnal Ilmiah Ekonomi Dan Bisnis, 15(2), 154–161. https://doi.org/10.33087/eksis.v15i2.476
Suryaningsih, S., and Ningtias, A. (2023). Komunikasi Pemasaran Digital Produk Skincare Scarlett Whitening dengan Brand Ambassador EXO. Bandung Conference Series Communication Management, 3(3), 1074–1082. https://doi.org/10.29313/bcscm.v3i3.9620
Usman, O., and Zuhurifa, N. H. (2022). The Influence of Viral Marketing, Celebrity Endorse, and Brand Awareness on the Purchase Decision of Something Cosmetic Products. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4126852
Zagita, Y., and Dewi, D. R. C. (2025). Pengaruh Konten Review Produk Skincare Dan Kecantikan Tasya Farasya Terhadap Keputusan Pembelian Skincare. Jurnal Locus Penelitian Dan Pengabdian, 4(1), 1118–1131. https://doi.org/10.58344/locus.v4i1.3790
Zuliansyah, A., Nurhayati, N., and Nisa, A. K. (2025). Pengaruh Content Sharing, Viral Marketing dan Epistemic Value Terhadap Keputusan Pembelian Sunscreen Azarine pada Aplikasi Tiktok Berdasarkan Perspektif Etika Bisnis Islam. Jurnal Penelitian Ekonomi Manajemen Dan Bisnis, 4(1), 43–60. https://doi.org/10.55606/jekombis.v4i1.4711
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2026 Nia Rofiana, Sutono, Gilang Puspita Rini
This work is licensed under a Creative Commons Attribution 4.0 International License.
