Impact of Social Media Engagement and Content Quality on Brand Loyalty in Skincare Business in Indonesia

Authors

  • Paramita Andini Universitas Nusa Putra
  • Dila Padila Nurhasanah Universitas Nusa Putra

DOI:

https://doi.org/10.58812/asst.v1i01.7

Keywords:

Social Media Engagement, Content Quality, Brand Loyalty, Indonesia

Abstract

The beauty and skincare industry in Indonesia has witnessed remarkable transformations driven by the increasing integration of social media platforms into marketing and consumer engagement strategies. This study sought to quantitatively analyze the impact of social media engagement and content quality on brand loyalty within the Indonesian skincare business. Data was collected through a structured questionnaire from a sample of 300 consumers, and various statistical analyses were conducted to test the research hypotheses. The results confirmed a positive and significant relationship between social media engagement and brand loyalty, as well as the influential role of content quality. Additionally, the interaction effect between social media engagement and content quality was found to enhance brand loyalty. These findings offer practical insights for skincare businesses in Indonesia, emphasizing the importance of a combined approach that effectively engages consumers on social media while delivering high-quality content. As the skincare market in Indonesia continues to grow, understanding and harnessing the power of social media and content quality is essential for building brand loyalty in this dynamic and competitive industry.

References

Bae, I. H., & Lee, E. J. (2020). The influence of application content quality of foodservice on brand trust and behavioral intention: focused on honbap people. Culi Sci & Hos Res, 26, 107–116.

Bentley, K., Chu, C., Nistor, C., Pehlivan, E., & Yalcin, T. (2021). Social media engagement for global influencers. Journal of Global Marketing, 34(3), 205–219.

Busch, M., Karras, O., Schneider, K., & Ahrens, M. (2020). Vision meets visualization: Are animated videos an alternative? Requirements Engineering: Foundation for Software Quality: 26th International Working Conference, REFSQ 2020, Pisa, Italy, March 24–27, 2020, Proceedings 26, 277–292.

Ferliansyah, M. D., Pradana, M., Kartawinata, B. R., Wasono, L. W., & Wijaksana, T. I. (n.d.). The Influence of Social Media Marketing on Brand Loyalty through Customer Engagement as Intervening Variable on Sociolla’s Instagram Account.

Heng Wei, L., Chuan Huat, O., & Arumugam, P. V. (2023). Social media communication with intensified pandemic fears: evaluating the relative impact of user-and firm-generated content on brand loyalty. Asia-Pacific Journal of Business Administration, 15(2), 161–187.

Huda, A. F., & Purwanto, N. (2023). Teenagers’ Purchasing Decisions: Shopping Lifestyle and Brand Ambassadors’ Influence. Indonesian Journal of Law and Economics Review, 18(3).

Lestari, A. D., Adiba, C. N. A., Shabira, P., & Kurniawan, Y. (n.d.). Comparative Analysis of Social Media Activities on Local Skincare Brands in Indonesia during the COVID-19 Pandemic.

Putri, A. S., Ong, L., & Pratama, S. (2023). The effect of Korean celebrity endorsement on perceived product quality and brand loyalty: case of Indonesian skincare brand in DKI Jakarta. International Journal of Business Studies, 7(1), 28–37.

Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok famous: Strategies for global brands to engage consumers in an emerging market. Journal of International Marketing, 31(1), 106–123.

Wahid, R. M., & Gunarto, M. (2022). Factors driving social media engagement on Instagram: Evidence from an emerging market. Journal of Global Marketing, 35(2), 169–191.

Wang, Y., & Lin, Y.-T. (2021). Discussing the Relationships between Consumer Experiential Value, Celebrity Endorsement and Brand Resonance–Case Study of the STAYREAL Brand. Int. Bus. Res, 14(26), 10–5539.

Wardana, W., Pertiwi, R. D., Tondo, A., Sulaiman, A., Fithriani, M., Gunawan, G., & Saragih, L. M. S. (2023). Customer Brand Loyalty Model For Social Media Marketing. Sosiohumaniora, 25(2).

Downloads

Published

2023-11-07

How to Cite

Andini, P., & Nurhasanah, D. P. (2023). Impact of Social Media Engagement and Content Quality on Brand Loyalty in Skincare Business in Indonesia. Eastasouth Proceeding of Nature, Science, and Technology, 1(01), 09–14. https://doi.org/10.58812/asst.v1i01.7