BEYOND VIRAL VISIBILITY: DIGITAL PERSUASION DRIVERS OF BEAUTY CONSUMERS' PURCHASE INTENTIONS
DOI:
https://doi.org/10.47701/mycj4z37Keywords:
social commerce, content marketing, brand awareness, electronic word of mouth, purchase intentionAbstract
Short-video social commerce has compressed product
discovery, peer evaluation, and purchase consideration into
a single interface. This study examines how content
marketing, brand awareness, and electronic word of mouth
shape purchase intention for local beauty-care products
among users of a short-video shopping platform in
Surakarta, Indonesia. A quantitative cross-sectional survey
was administered to purposively selected users who had
encountered or purchased the focal product through the
platform. The instrument measured perceived content
quality, brand salience, review-based social influence, and
purchase intention. Multiple linear regression was applied
after evaluating instrument quality and classical
assumptions. The findings show that all three predictors
exert positive and significant effects on purchase intention.
Brand awareness is the strongest predictor, followed by
content marketing and electronic word of mouth. The
evidence indicates that social-commerce persuasion is not
generated by entertaining content alone; it emerges when
informative communication is reinforced by memorable
brand cues and credible peer evaluations. The study extends
social-commerce evidence from an emerging-market city
and offers practical direction for beauty-care firms seeking
to convert platform visibility into informed consumer
interest.
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