PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN HEALTH CONSCIOUSNESS TERHADAP PURCHASE INTENTION PRODUK TABIR SURYA PADA GENERASI Z

TINA AISHWARYA DWI ANANDA, . (2025) PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN HEALTH CONSCIOUSNESS TERHADAP PURCHASE INTENTION PRODUK TABIR SURYA PADA GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

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. Kata Kunci: Social media marketing, Brand image, Health consciousness, Purchase intention, Generasi Z, Produk tabir surya. ***** This study aims to examine the influence of social media marketing on the purchase intention of sunscreen products among Generation Z in DKI Jakarta, considering the mediating roles of brand image and health consciousness. The background of this research is based on the increasing use of social media as a marketing channel and the growing awareness of the importance of skincare among young consumers. A quantitative approach was applied using a survey method involving 180 respondents from Generation Z residing in DKI Jakarta who had seen sunscreen promotions on social media. Data were analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS 4 software. The results indicate that social media marketing has a positive and significant influence on brand image, health consciousness, and purchase intention. Additionally, health consciousness also significantly affects purchase intention, while brand image does not show a significant effect. These findings reinforce the effectiveness of digital marketing strategies via social media in increasing purchase intention, especially when linked to health values and product education. However, brand image is not yet a key determinant in driving Generation Z’s purchase intention for sunscreen products. This study highlights the importance of a marketing approach focused on health education and the functional value of products in reaching young consumers. Besides contributing to the development of the Theory of Planned Behavior in the context of digital marketing, this research also provides practical insights for companies to design more relevant communication strategies aligned with Generation Z's preferences. Keywords: Social media marketing, Brand image, Health consciousness, Purchase intention, Generation Z, Sunscreen products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, S.E., M.M. ; 2). Nadya Fadillah Fidhyallah, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	TINA AISHWARYA DWI ANANDA .
Date Deposited:	08 Aug 2025 03:10
Last Modified:	08 Aug 2025 06:34
URI:	http://repository.unj.ac.id/id/eprint/59035

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