JDBM
Article Details
Vol. 2 No. 1 (2026): February
The Effect of Product Quality and Brand Awareness on Consumers’ Purchase Intention: The Mediating Role of Social Media Marketing
22 Jan 2026
Abstract
Purpose: This study examines the effects of product quality and brand awareness on skincare purchase intention, with social media marketing as a proposed mediating mechanism, among Generation Z consumers in Jakarta.
Methodology: Data were collected from 100 Generation Z consumers in Jakarta with prior skincare usage experience, using a cross-sectional survey. Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0 was used to analyze the data, assessing direct and indirect relationships among the constructs. The measurement model showed satisfactory reliability and validity.
Results: Product quality and brand awareness significantly influence social media marketing, which, in turn, affects purchase intention. However, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention. All three constructs—product quality, brand awareness, and social media marketing—exert significant positive effects on purchase intention.
Conclusions: Product quality and brand awareness remain the dominant drivers of purchase intention for Generation Z consumers, operating independently of social media marketing.
Limitations: The study's focus on Generation Z consumers in Jakarta limits the generalizability of findings to other regions or age groups. Additionally, social media marketing did not mediate the relationship between product quality or brand awareness and purchase intention, suggesting the need for further research on other mediators.
Contribution: This study adds to the literature on consumer behavior and digital marketing by highlighting the limited role of social media marketing as a mediator in the skincare purchase context in emerging markets.
Keywords
Brand Awareness
Generation Z
Product Quality
Purchase Intention
Social Media Marketing
How to Cite
Sigalingging, G. P. ., & Tj, H. W. . (2026). The Effect of Product Quality and Brand Awareness on Consumers’ Purchase Intention: The Mediating Role of Social Media Marketing. Journal of Digital Business and Marketing, 2(1), 21–37. https://doi.org/10.35912/jdbm.v2i1.3844
Download Citation
References
- Akbar, T. M. (2023). Pengaruh Social Media Marketing terhadap Brand Awareness dan Purchase Intention Produk Fashion Lokal pada Platform Instagram. Indonesian Journal of Economics Business Accounting and Management (IJEBAM), 2(1), 32-41. doi:https://doi.org/10.63901/ijebam.v2i1.46
- Al-Hanaan, M. F., Nurhadi, M., Rachmat, B., & Ronny, R. (2023). Social Media Marketing and Purchase Intention: Does Relationship Quality, Brand Trust, and Brand Equity Matter? Jurnal Ilmu Manajemen, 13(1), 11-26. doi:https://doi.org/10.32502/jimn.v13i1.6798
- Amanda, T., Tj, H. W., Kusniawati, A., & Surjaatmadja, S. (2021). Effect of electronic word of mouth, product quality, and price on purchase intention. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(3), 6181-6190. doi:https://doi.org/10.33258/birci.v4i3.2424
- Amitay, Y., Tj, H. W., & Wahyoedi, S. (2020). The impact of celebgram endorsement on purchase intention: the mediating effects of customer attitude and brand awareness. Paper presented at the 8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019).
- Chafidon, M. A. A. Z., Margono, M., & Sunaryo, S. (2022). Social media marketing on purchase intention through mediated variables of perceived value and perceived risk. Interdisciplinary Social Studies, 1(9), 1182-1195. doi:https://doi.org/10.55324/iss.v1i9.228
- Christyawan, R. D. W., & Sulasari, A. (2024). Pengaruh Brand Awareness Dan Product Quality Terhadap Keputusan Pembelian Mi Gelas Mahasiswa Politeknik Negeri Malang (Studi Kasus Mahasiswa D4 Manajemen Pemasaran). Jurnal Ilmiah Ekonomi Dan Manajemen, 2(10), 09-15. doi:https://doi.org/10.61722/jiem.v2i10.2583
- Chusnaini, A. C., & Rasyid, R. A. (2022). Social Media Marketing: Social Media Content, Brand Image, Brand Awareness And Purchase Intention: Social Media Marketing: Social Media Content, Brand Image, Brand Awareness And Purchase Intention. Accounting and Management Journal, 6(2), 46-53. doi:https://doi.org/10.33086/amj.v6i2.3028
- Darmawan, A., & Prabawani, B. (2020). Pengaruh Promosi Dan Persepsi Nilai Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Cicil. Co. Id Di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 9(2), 96-105. doi:https://doi.org/10.14710/jiab.2020.27223
- Fasha, A., Indriyani, M. P., & Nurjanah, L. (2025). The Influence of Social Media Influencers on Purchase Intentions for Halal Cosmetic Products in Batam. Jurnal Akuntansi, Keuangan, dan Manajemen, 7(1), 65-81. doi:https://doi.org/10.35912/jakman.v7i1.4872
- Hafez, M. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140. doi:https://doi.org/10.1016/j.jjimei.2022.100140
- Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. doi:https://doi.org/10.1016/j.jjimei.2022.100102
- Hasan, M., & Sohail, M. S. (2021). The influence of social media marketing on consumers’ purchase decision: investigating the effects of local and nonlocal brands. Journal of International Consumer Marketing, 33(3), 350-367. doi:https://doi.org/10.1080/08961530.2020.1795043
- Hong, J., Tj, H. W., & Purnama, E. D. (2023). Pengaruh Brand Awareness dan Brand Loyalty Terhadap Brand Equity yang Dimediasi Customer Experience: Studi Pipa PVC Merek Vinilon Pada Toko Bahan Bangunan Area Tangerang. KOMITMEN: Jurnal Ilmiah Manajemen, 4(2), 286-296. doi:https://doi.org/10.15575/jim.v4i2.32341
- Hu, H., Wang, C., & Chen, M. (2024). The Influence of a Regional Public Brand on Consumers' Purchase Intention and Behavior Toward Eco-Agricultural Products: A Chinese National Park Case. Sustainability (2071-1050), 16(21). doi:https://doi.org/10.3390/su16219253
- Ismail, I. J. (2022). I trust friends before I trust companies: The mediation of WOM and brand love on psychological contract fulfilment and repurchase intention. Management Matters, 19(2), 167-186. doi:https://doi.org/10.1108/MANM-02-2022-0033
- Kotler, Philip, Keller, & Lane, K. (2017). Marketing Management (15th ed.). United States of America: Pearson Education Limited.
- Kotler, Philip, & Keller, K. L. (2016). Marketing Managemen 15 Th Edition Pearson Education. Inc.
- Laparojkit, S., & Suttipun, M. (2022). The causal factors influencing repurchase intentions of local tourists in Thailand during COVID-19 crisis. Journal of Tourism Futures. doi:https://doi.org/10.1108/JTF-05-2021-0122
- Madhavedi, S., Ramakrishna Prasad, Y., Hoo, W., Suhud, U., & Mamoon, A. (2025). Assessing the role of perceived quality and brand elements in shaping Indian consumers’ purchase intentions for cosmetic skincare products. International Journal of Innovative Research and Scientific Studies, 8(1), 2634-2645. doi:https://doi.org/10.53894/ijirss.v8i1.5037
- Maurencia, E., Tj, H. W., & Wahyoedi, S. (2021). The influence of celebrity endorsement, product quality and price on purchase interest of kanzler single sausage products. SIASAT, 6(1), 59-72. doi:https://doi.org/10.33258/siasat.v6i1.90
- Raihan, F. (2021). Pengaruh Sosial Media Marketing Terhadap Keputusan Pembelian:(Survei Pada Mahasiswa Baru Angkatan 2021/2022 Institut Daarul Qur’an Jakarta). Journal of Islamic Business Management Studies (JIBMS), 2(2), 99-105. doi:https://doi.org/10.51875/jibms.v2i2.185
- Ramdani, F., Sahara, S., & Anisa, D. C. (2025). The Influence of Social Media Marketing, Product Quality and Price on Purchase Intention. Journal of Tourism Economics and Policy, 5(3), 506-523. doi:https://doi.org/10.38142/jtep.v5i3.1495
- Rayo, E. F., Rayo, N. M., & Mandagi, D. W. (2024). Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality. Studi Ilmu Manajemen dan Organisasi, 5(2), 299-316. doi:https://doi.org/10.35912/simo.v5i2.3542
- Saputra, I. G. B. K., & Wardana, I. M. (2023). The role of brand awareness mediating the influence of social media marketing on purchase intention. International Journal of Asian Business and Management, 2(4), 559-576. doi:https://doi.org/10.55927/ijabm.v2i4.5752
- Sarah, K. S., Hurriyati, R., & Hendrayati, H. (2021). Analisis social media marketing melalui Instagram terhadap keputusan pembelian pada produk clothing Linkswear. Jurnal Manajemen (Edisi Elektronik), 12(3), 397-411. doi:https://doi.org/10.32832/jm-uika.v12i3.4877
- Septyadi, M. A. K., Salamah, M., & Nujiyatillah, S. (2022). Literature review keputusan pembelian dan minat beli konsumen pada smartphone: harga dan promosi. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 301-313. doi:https://doi.org/10.38035/jmpis.v3i1.876
- Sihombing, M., & Febriansyah, F. (2025). Kualitas Konten sebagai Moderator Pengaruh Media Instagram dan Brand Ambassador Skintific. Studi Akuntansi, Keuangan, dan Manajemen, 5(1), 101-113. doi:https://doi.org/10.35912/sakman.v5i1.4100
- Sri, K. S., & Drusika, M. (2025). Impact of social media marketing on brand awareness and brand recognition. International Journal of Advanced Engineering, Management and Science, 11(4), 619782. doi:https://doi.org/10.22161/ijaems.114.10
- Sugiyono. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung, 225(87), 48-61.
- Syalsabilla, D. O., & Budiono, S. (2024). Impact of marketing communication strategy through social media to increase brand awareness and purchase intention beauty products. Enrichment: Journal of Management, 14(5), 947-955. doi:https://doi.org/10.35335/enrichment.v14i5.2135
- Tanuwijaya, C., & Slamet, F. (2021). Faktor-Faktor Yang Memprediksi purchase intention skin care garnier di indonesia. Jurnal Manajerial dan Kewirausahaan, 3(2), 317-326. doi:https://doi.org/10.24912/jmk.v3i2.11875
- Tecoalu, M., Tj, H. W., & Ferdian, F. (2021). The Effect of Price Perception and Brand Awareness on Service Quality Mediated by Purchasing Decisions:(Study Case on PT. Maybank Indonesia Finance Credit Products). Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT), 1(4), 183-195. doi:https://doi.org/10.51715/husocpument.v1i4.127
- Tsaniya, R., & Telagawathi, N. L. W. S. (2022). Pengaruh kualitas produk dan harga terhadap minat beli konsumen di Kedai Kopi Nau Kecamatan Seririt. Jurnal manajemen perhotelan dan pariwisata, 5(1), 32-39. doi:https://doi.org/10.23887/jmpp.v5i1.34390
- Walean, R. H., Rantung, N. M., & Mandagi, D. W. (2025). The Interplay of Social Media Marketing, Brand Trust, Customer Satisfaction and Loyalty. Jurnal Akuntansi, Keuangan, dan Manajemen, 6(4), 881-897. doi:https://doi.org/10.35912/jakman.v6i4.4519
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
