The Influence of Digital Marketing on Purchase Intention Mediated by Consumer Engagement and Moderated by Consumer Trust
DOI:
https://doi.org/10.56910/jvm.v11i3.845Keywords:
Beauty Clinics, Consumer Engagement, Consumer Trust, Digital Marketing, Purchase IntentionAbstract
This research aims to evaluate the impact of Digital Marketing on Consumer Purchase Intention at beauty clinics in Jakarta, with Consumer Engagement as a mediating variable and Consumer Trust as a moderating variable. The background of this study is the rapid growth of the beauty clinic industry in Jakarta, which is estimated to reach 672 units by 2024, yet the effectiveness of Digital Marketing in influencing purchase decisions remains in question. For the research method, a quantitative approach was used with Structural Equation Modeling (SEM) techniques through AMOS and SPSS 22 software. Data were collected from 330 respondents who are active on social media and have used services from three major beauty clinics in Jakarta: Erha Clinic, Derma Express Clinic, and Impressions Body Care Centre. The findings show that Digital Marketing has a positive and significant influence on Purchase Intention. Consumer Engagement has been shown to significantly mediate the relationship between Digital Marketing and Purchase Intention. Additionally, Consumer Trust has been shown to significantly moderate the relationship between Digital Marketing and Consumer Engagement. These results emphasize that to enhance the effectiveness of Digital Marketing, consumer involvement and trust in the brand are very important factors in supporting purchasing decisions.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Amir, A., Mandey, S. L., & Tawas, H. N. (2021). Pengaruh perceived value, brand image terhadap customer loyalty melalui customer engagement sebagai variabel mediasi (Studi pada pelanggan Indihome PT. Telkom Manado). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi), 7(3), 612-627. https://doi.org/10.35794/jmbi.v7i3.31526
Anwar, A. F., Darpito, S. H., & Nurrohim, H. (2022). Pengaruh brand image, perceived quality, perceived price terhadap niat beli: Survei pada generasi muda calon konsumen produk thrift di Daerah Istimewa Yogyakarta. Jurnal Ilmiah Manajemen Kesatuan, 10(2), 327-336. https://doi.org/10.37641/jimkes.v10i2.1422
Darno, D., & Yosepha, S. Y. (2022). Pengaruh kualitas pelayanan dan kepercayaan terhadap kepuasan pelanggan pengguna Tokopedia di Jakarta Timur. Jurnal Inovatif Mahasiswa Manajemen, 3(1), 39-50. https://doi.org/10.35968/3prc2335
Florendiana, T. R., Andriani, D., & Hariasih, M. (2023). Pengaruh customer satisfaction, digital marketing, dan brand trust terhadap repurchase intention. Jurnal Manajemen STIE Muhammadiyah Palopo, 9(1), 124. https://doi.org/10.35906/jurman.v9i1.1491
Kotler, P., & Keller, K. L. (2021). Marketing management (15th ed.). Pearson Education.
Lestari, A. P., Nengsih, T. A., & Sudharyati, N. (2023). Pengaruh green product dan label halal terhadap minat beli produk kecantikan Kedas Beauty masyarakat Muslim Kota Jambi. MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis, 1(3), 45-60. https://doi.org/10.59246/muqaddimah.v1i3.331
Lovitasari, C. (2023). Pengaruh kualitas layanan dan kepercayaan terhadap kepuasan pelanggan Shopee di Kota Surabaya. Jurnal Inovasi Penelitian, 4(3), 669-676.
Melia, C. (2023). Pengaruh digital marketing, customer experience, dan customer trust terhadap repurchase intention secara online produk kosmetik Wardah. Jurnal Simki Economic, 6(2), 242-254. https://doi.org/10.29407/jse.v6i2.244
Nurul, A., & Wibisono, D. (2024). Strategi digital marketing dapat meningkatkan purchase intention dengan dimediasi customer trust: Perspektif theory of planned behaviour. Jurnal Ekonomi, Manajemen, Akuntansi Bisnis Digital, Ekonomi Kreatif, dan Entrepreneur, 5(1), 73-80. https://doi.org/10.56456/jebdeker.v5i1.304
Otopah, A. A., Dogbe, C. S. K., Amofah, O., & Ahlijah, B. (2024). Digital marketing and purchase intention of bank services: The role of trust and engagement. International Journal of Bank Marketing, 42(1), 1-19. https://doi.org/10.1108/IJBM-02-2023-0097
Rahmadhan, M. D., & Widyastuti, D. A. (2022). Analisis jalur menentukan dampak content marketing terhadap customer engagement pada repurchase intention. Jurnal Ekonomi, Manajemen, dan Industri (JEMI), 5(4), 225-250.
Sekaran, U., & Bougie, R. (2016). Research methods for business (7th ed.). Wiley.
Shojaei, A. S., Barbosa, B., Oliveira, Z., & Coelho, A. M. R. (2024). Perceived greenwashing and its impact on eco-friendly product purchase. Tourism & Management Studies, 20(2), 1-12. https://doi.org/10.18089/tms.20240201
Simangunsong, R., & Morina. (2021). Pengaruh promosi, harga, dan kepercayaan terhadap keputusan pembelian di e-commerce Shopee pada mahasiswa Universitas HKBP Nommensen Medan. Jurnal Ilmu Sosial dan Politik, 1(2), 131-149. https://doi.org/10.51622/jispol.v1i2.413
Siregar, A. I. (2023). Model keputusan pembelian online pasca pandemi Covid-19 melalui digital marketing yang dimediasi oleh kepercayaan (Studi pada masyarakat Kota Jambi). Jurnal Ilmiah Universitas Batanghari Jambi, 23(2), 2474. https://doi.org/10.33087/jiubj.v23i2.3937
Sohaib, M., Mlynarski, J., & Wu, R. (2023). Building brand equity: The impact of brand experience, brand love, and brand engagement-A case study of customers' perception of the Apple brand in China. Sustainability, 15(1), 746. https://doi.org/10.3390/su15010746
Sulistyowati, T., Ansori, A., & ... (2024). Analysis of digital marketing strategy implementation using SOSTAC model at PT Erha Clinic Indonesia. JIM UPB, 12(2), 554-563.
Syarifudin, F. G., & Achmad, N. (2024). Pengaruh influencer endorsement dan online customer review terhadap purchase intention pada klinik kecantikan Ella Skincare dengan trust sebagai variabel intervening. Jurnal Lentera Bisnis, 13(1), 171. https://doi.org/10.34127/jrlab.v13i1.1028
Tjua, J. (2024). Perencanaan strategis bisnis klinik kecantikan dengan analisa Porter's generic strategy: Studi kasus PT Yua Medical Aesthetic Clinic. Action Research Literate, 8(7), 1-9.
Traiyarach, S., Sawunyavisuth, B., & Palusuk, N. (2025). Trust as a key driver of purchase intentions in beauty services. Cogent Business & Management, 12(1), 2465898. https://doi.org/10.1080/23311975.2025.2465898
Yolanda, V., & Keni, K. (2022). Customer brand engagement dan brand experience untuk memprediksi brand loyalty skincare lokal: Variabel brand trust sebagai variabel mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 380-393. https://doi.org/10.24912/jmieb.v6i2.19506
Yunikartika, L., & Harti, H. (2022). Pengaruh social media marketing dan electronic word of mouth (E-WOM) terhadap minat beli kuliner melalui kepercayaan sebagai variabel intervening pada akun Instagram @carubanmangan. Jurnal E-Bis (Ekonomi-Bisnis), 6(1), 212-230. https://doi.org/10.37339/e-bis.v6i1.897
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Visi Manajemen
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
