Impact of Social Media A\and Price on Viva Cosmetics Buying Interest Through Brand Image as Intervening Variable in Gen Z In Jabodetabek Area
Keywords:
Social Media, Price, Brand Image, Purchase Intention, Generation Z.
Abstract
This study examines the effects of social media and price on purchase intention through brand image as an intervening variable among Generation Z consumers of Viva Cosmetics in the Greater Jakarta (Jabodetabek) area. A quantitative approach was employed using purposive sampling with 160 respondents. Data were collected through questionnaires and analyzed using SPSS version 30, including validity and reliability tests, path analysis, multiple linear regression, t-test, F-test, and Sobel test. The results indicate that social media and price have positive and significant effects on brand image and purchase intention. Brand image also has a positive and significant effect on purchase intention and significantly mediates the relationships between social media, price, and purchase intention. The coefficient of determination shows that the model explains 69.8% of the variance in brand image and 80.1% of the variance in purchase intention. In conclusion, effective social media marketing, competitive pricing, and a strong brand image are important factors in increasing consumers' purchase intention toward Viva Cosmetics among Generation Z.
References
Afandi, D. R., Wahyono, D., Widyastuti, Nugraha, A. R., & Novita, Y. (2024). Pengaruh social media marketing, harga dan brand image terhadap minat beli. Jurnal EMT KITA, 8(2), 650–658. https://doi.org/10.35870/emt.v8i2.2324
Arini, C., & Hartono, S. (2025). Pengaruh kualitas produk, review pelanggan, harga dan label halal terhadap keputusan pembelian make up Viva Cosmetics di Shopee (Studi pada konsumen pensil alis Viva di Kramat Jati Jakarta Timur). Journal of Fundamental Management, 5(3), 280–294. https://doi.org/10.22441/jfm.v5i3.30308
Arwachyntia, S. S., & Sijabat, R. (2022). Analisa pengaruh social media influencer dan social media marketing terhadap brand image serta dampaknya pada purchase intention (Studi kasus pada perawatan wajah pria). Jurnal Perilaku dan Strategi Bisnis, 10(1), 1–20. https://doi.org/10.26486/jpsb.v10i1.2548
Astriani, D. (2025). Komodifikasi kesalehan: Kosmetik halal, brand Islam, dan identitas Muslimah Indonesia. Jurnal Hukum Ekonomi Syariah: AICONOMIA, 4(1), 18–31. https://doi.org/10.32939/acm.v4i1.5154
Bahasyim, P. S. A., & Meilawati, M. (2023). Pengaruh social media marketing dan beauty influencer terhadap minat beli produk kosmetik Wardah (Studi kasus pada mahasiswa UIA). El-Arbah: Jurnal Ekonomi, Bisnis dan Perbankan Syariah, 7(2), 124–142. https://doi.org/10.34005/elarbah.v7i2.3555
Elinda, A., & Siswanto, T. (2023). Pengaruh social media marketing dan brand image terhadap minat beli produk kosmetik Luxcrime di Jakarta Selatan [Skripsi sarjana, Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta]. Repository ITB Ahmad Dahlan. https://repository.itb-ad.ac.id/id/eprint/168/
Epriyanika. (2023). Pengaruh iklan dan brand image terhadap minat beli konsumen pada skincare MS Glow di Sintang. Jurnal Equilibrium Manajemen, 9(1), 26–38. https://jurnal.upb.ac.id/index.php/equalibrium/article/view/368
Fahlevi, R., & Febrianti, K. B. (2023). Faktor yang mempengaruhi purchase intention dan brand loyalty pada produk kosmetika lokal. Jurnal Ilmu Komputer dan Bisnis, 14(1), 151–160. https://doi.org/10.47927/jikb.v14i1.445
Ferdinand, M., & Ciptono, W. S. (2022). Indonesia’s cosmetics industry attractiveness, competitiveness and critical success factor analysis. Jurnal Manajemen Teori dan Terapan (Journal of Theory and Applied Management), 15(2), 209–223. https://doi.org/10.20473/jmtt.v15i2.37451
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro. https://opac-lib.ums.ac.id/cgi-bin/koha/opac-ISBDdetail.pl?biblionumber=75590
Gunawan, K. I., Mataji, & Santoso, S. (2023). Pengaruh media sosial marketing, brand image, dan persepsi harga terhadap minat beli skincare MS Glow di Surabaya. GEMAH RIPAH: Jurnal Bisnis, 3(4), 1–10. https://aksiologi.org/index.php/gemahripah/article/view/1403
Karnawati, T. A. (2023). Cosmetic purchases via Shopee: Brand image, price, and consumer satisfaction. Indonesian Journal of Law and Economics Review, 18(3). https://doi.org/10.21070/ijler.v18i3.945
Kartika, T., & Pandjaitan, D. (2023). Electronic word-of-mouth and social media marketing on brand image and purchase intention. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 687–694. https://doi.org/10.37641/jimkes.v11i3.2162
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson. https://www.pearson.com/store/p/strategic-brand-management-building-measuring-and-managing-brand-equity/P200000005947/9780135641347
Kotler, P., Armstrong, G., & Opresnik, M. O. (2021). Principles of marketing (18th global ed.). Pearson. https://search.worldcat.org/title/Principles-of-marketing/oclc/1258343146
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson. https://eu.pearson.com/products/9781292405117
Marchella, S., Qanitah, N., Zahrani, N. M., & Handayani, S. (2025). Aspek legalitas dan viralitas dalam peredaran kosmetik tanpa izin BPOM di Indonesia. Jurnal Riset Multidisiplin Edukasi, 2(4), 186–197. https://doi.org/10.71282/jurmie.v2i4.248
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press. https://mitpress.mit.edu/9780262630719/an-approach-to-environmental-psychology/
Nadilawati, A. K. F., & Hendratmoko, C. (2025). Pengaruh brand image, kualitas produk, dan harga terhadap keputusan pembelian produk Viva Kosmetik pada Generasi Z. Jurnal Akademik Ekonomi dan Manajemen, 2(4), 442–454. https://doi.org/10.61722/jaem.v2i4.7696
Nagara, M. R. N. D., & Nurhajati, L. (2022). The construction and adoption of beauty standard by youth female as the consumer of K-beauty products in Indonesia. Jurnal Riset Komunikasi, 5(2), 258–277. https://doi.org/10.38194/jurkom.v5i2.543
Nawiyah, Kaemong, R. C., Ilham, M. A., & Muhammad, F. (2023). Penyebab pengaruhnya pertumbuhan pasar Indonesia terhadap produk skin care lokal pada tahun 2022. ARMADA: Jurnal Penelitian Multidisiplin, 1(12), 1390–1396. https://doi.org/10.55681/armada.v1i12.1060
Pakpahan, N., Pakpahan, K., Zega, A. P. N., Manalu, E. A. S., & Tampubolon, R. G. P. (2024). Legal protection for consumers who use thematic cosmetics in Indonesia. Journal Equity of Law and Governance, 5(1), 1–12. https://doi.org/10.22225/elg.5.1.10043.1-12
Pertiwi, A. D., & Fahmi, S. (2022). Pengaruh harga, promosi digital dan citra merek terhadap minat beli konsumen pada produk fashion di marketplace. JEMBA: Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4). https://garuda.kemdiktisaintek.go.id/documents/detail/2883977
Pradnyana, I. B. P., & Suryanata, I. G. N. P. (2021). Pengaruh harga, promosi dan kualitas pelayanan terhadap brand image Grab dengan kepuasan konsumen. E-Jurnal Manajemen Universitas Udayana, 10(1), 82–104. https://doi.org/10.24843/EJMUNUD.2021.v10.i01.p05
Putri, H., & Hidayah, R. T. (2023). Pengaruh electronic word of mouth (eWOM) dan brand image terhadap minat beli pada skincare Avoskin Beauty melalui platform media sosial TikTok. JMBI UNSRAT: Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 10(2), 1564–1576. https://doi.org/10.35794/jmbi.v10i2.50227
Rustandi, T., Faizatun, F., & Derriawan, D. (2023). The impact of social media marketing on Instagram for cosmetic brands in Indonesia. Enrichment: Journal of Management, 13(4), 2648–2658. https://doi.org/10.35335/enrichment.v13i4.1638
Salamah, M., Nursal, M. F., & Wulandari, D. S. (2023). Peran social media marketing, brand image dan kualitas produk terhadap keputusan pembelian pada produk kosmetik Madame Gie di Kabupaten Bekasi. Jurnal Economina, 2(10), 2686–2703. https://doi.org/10.55681/economina.v2i10.894
Saputra, S., & Rangkuti, P. W. (2022). Analisa pengaruh kualitas pelayanan (social media marketing) dan kualitas (brand image) terhadap purchase decision pada cosmetics. JMBI UNSRAT: Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 9(3). https://doi.org/10.35794/jmbi.v9i3.44001
Scorita, K. B., Suhud, U., Widyastuti, U., & Wibowo, A. (2023). Faktor yang mempengaruhi purchase decision produk kosmetik halal Indonesia. KINERJA: Jurnal Ekonomi dan Bisnis, 6(1), 12–20. https://doi.org/10.34005/kinerja.v6i01.2697
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Wiley. https://www.wiley.com/en-br/Research%2BMethods%2BFor%2BBusiness%3A%2BA%2BSkill%2BBuilding%2BApproach%2C%2B8th%2BEdition-p-00061044
Sjukun, & Yulius, Y. (2023). The influence of electronic word of mouth and social media marketing on brand image and purchase intention of e-commerce cosmetic products in Medan City. International Journal of Social Science, Education, Communication and Economics (SINOMICS Journal), 2(4), 879–892. https://doi.org/10.54443/sj.v2i4.190
Taan, H., Radji, D. L., Rasjid, H., & Mosi, I. M. (2021). Social media marketing untuk meningkatkan brand image. SEIKO: Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1270
Variska, U., Meiriyanti, R., & Putri, N. K. (2025). Faktor-faktor yang mempengaruhi minat beli produk kosmetik Somethinc dengan dimediasi oleh brand image. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 7(3), 1370–1380. https://ejurnal.ung.ac.id/index.php/JIMB/article/view/30011
Arini, C., & Hartono, S. (2025). Pengaruh kualitas produk, review pelanggan, harga dan label halal terhadap keputusan pembelian make up Viva Cosmetics di Shopee (Studi pada konsumen pensil alis Viva di Kramat Jati Jakarta Timur). Journal of Fundamental Management, 5(3), 280–294. https://doi.org/10.22441/jfm.v5i3.30308
Arwachyntia, S. S., & Sijabat, R. (2022). Analisa pengaruh social media influencer dan social media marketing terhadap brand image serta dampaknya pada purchase intention (Studi kasus pada perawatan wajah pria). Jurnal Perilaku dan Strategi Bisnis, 10(1), 1–20. https://doi.org/10.26486/jpsb.v10i1.2548
Astriani, D. (2025). Komodifikasi kesalehan: Kosmetik halal, brand Islam, dan identitas Muslimah Indonesia. Jurnal Hukum Ekonomi Syariah: AICONOMIA, 4(1), 18–31. https://doi.org/10.32939/acm.v4i1.5154
Bahasyim, P. S. A., & Meilawati, M. (2023). Pengaruh social media marketing dan beauty influencer terhadap minat beli produk kosmetik Wardah (Studi kasus pada mahasiswa UIA). El-Arbah: Jurnal Ekonomi, Bisnis dan Perbankan Syariah, 7(2), 124–142. https://doi.org/10.34005/elarbah.v7i2.3555
Elinda, A., & Siswanto, T. (2023). Pengaruh social media marketing dan brand image terhadap minat beli produk kosmetik Luxcrime di Jakarta Selatan [Skripsi sarjana, Institut Teknologi dan Bisnis Ahmad Dahlan Jakarta]. Repository ITB Ahmad Dahlan. https://repository.itb-ad.ac.id/id/eprint/168/
Epriyanika. (2023). Pengaruh iklan dan brand image terhadap minat beli konsumen pada skincare MS Glow di Sintang. Jurnal Equilibrium Manajemen, 9(1), 26–38. https://jurnal.upb.ac.id/index.php/equalibrium/article/view/368
Fahlevi, R., & Febrianti, K. B. (2023). Faktor yang mempengaruhi purchase intention dan brand loyalty pada produk kosmetika lokal. Jurnal Ilmu Komputer dan Bisnis, 14(1), 151–160. https://doi.org/10.47927/jikb.v14i1.445
Ferdinand, M., & Ciptono, W. S. (2022). Indonesia’s cosmetics industry attractiveness, competitiveness and critical success factor analysis. Jurnal Manajemen Teori dan Terapan (Journal of Theory and Applied Management), 15(2), 209–223. https://doi.org/10.20473/jmtt.v15i2.37451
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro. https://opac-lib.ums.ac.id/cgi-bin/koha/opac-ISBDdetail.pl?biblionumber=75590
Gunawan, K. I., Mataji, & Santoso, S. (2023). Pengaruh media sosial marketing, brand image, dan persepsi harga terhadap minat beli skincare MS Glow di Surabaya. GEMAH RIPAH: Jurnal Bisnis, 3(4), 1–10. https://aksiologi.org/index.php/gemahripah/article/view/1403
Karnawati, T. A. (2023). Cosmetic purchases via Shopee: Brand image, price, and consumer satisfaction. Indonesian Journal of Law and Economics Review, 18(3). https://doi.org/10.21070/ijler.v18i3.945
Kartika, T., & Pandjaitan, D. (2023). Electronic word-of-mouth and social media marketing on brand image and purchase intention. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 687–694. https://doi.org/10.37641/jimkes.v11i3.2162
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson. https://www.pearson.com/store/p/strategic-brand-management-building-measuring-and-managing-brand-equity/P200000005947/9780135641347
Kotler, P., Armstrong, G., & Opresnik, M. O. (2021). Principles of marketing (18th global ed.). Pearson. https://search.worldcat.org/title/Principles-of-marketing/oclc/1258343146
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson. https://eu.pearson.com/products/9781292405117
Marchella, S., Qanitah, N., Zahrani, N. M., & Handayani, S. (2025). Aspek legalitas dan viralitas dalam peredaran kosmetik tanpa izin BPOM di Indonesia. Jurnal Riset Multidisiplin Edukasi, 2(4), 186–197. https://doi.org/10.71282/jurmie.v2i4.248
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press. https://mitpress.mit.edu/9780262630719/an-approach-to-environmental-psychology/
Nadilawati, A. K. F., & Hendratmoko, C. (2025). Pengaruh brand image, kualitas produk, dan harga terhadap keputusan pembelian produk Viva Kosmetik pada Generasi Z. Jurnal Akademik Ekonomi dan Manajemen, 2(4), 442–454. https://doi.org/10.61722/jaem.v2i4.7696
Nagara, M. R. N. D., & Nurhajati, L. (2022). The construction and adoption of beauty standard by youth female as the consumer of K-beauty products in Indonesia. Jurnal Riset Komunikasi, 5(2), 258–277. https://doi.org/10.38194/jurkom.v5i2.543
Nawiyah, Kaemong, R. C., Ilham, M. A., & Muhammad, F. (2023). Penyebab pengaruhnya pertumbuhan pasar Indonesia terhadap produk skin care lokal pada tahun 2022. ARMADA: Jurnal Penelitian Multidisiplin, 1(12), 1390–1396. https://doi.org/10.55681/armada.v1i12.1060
Pakpahan, N., Pakpahan, K., Zega, A. P. N., Manalu, E. A. S., & Tampubolon, R. G. P. (2024). Legal protection for consumers who use thematic cosmetics in Indonesia. Journal Equity of Law and Governance, 5(1), 1–12. https://doi.org/10.22225/elg.5.1.10043.1-12
Pertiwi, A. D., & Fahmi, S. (2022). Pengaruh harga, promosi digital dan citra merek terhadap minat beli konsumen pada produk fashion di marketplace. JEMBA: Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi, 1(4). https://garuda.kemdiktisaintek.go.id/documents/detail/2883977
Pradnyana, I. B. P., & Suryanata, I. G. N. P. (2021). Pengaruh harga, promosi dan kualitas pelayanan terhadap brand image Grab dengan kepuasan konsumen. E-Jurnal Manajemen Universitas Udayana, 10(1), 82–104. https://doi.org/10.24843/EJMUNUD.2021.v10.i01.p05
Putri, H., & Hidayah, R. T. (2023). Pengaruh electronic word of mouth (eWOM) dan brand image terhadap minat beli pada skincare Avoskin Beauty melalui platform media sosial TikTok. JMBI UNSRAT: Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 10(2), 1564–1576. https://doi.org/10.35794/jmbi.v10i2.50227
Rustandi, T., Faizatun, F., & Derriawan, D. (2023). The impact of social media marketing on Instagram for cosmetic brands in Indonesia. Enrichment: Journal of Management, 13(4), 2648–2658. https://doi.org/10.35335/enrichment.v13i4.1638
Salamah, M., Nursal, M. F., & Wulandari, D. S. (2023). Peran social media marketing, brand image dan kualitas produk terhadap keputusan pembelian pada produk kosmetik Madame Gie di Kabupaten Bekasi. Jurnal Economina, 2(10), 2686–2703. https://doi.org/10.55681/economina.v2i10.894
Saputra, S., & Rangkuti, P. W. (2022). Analisa pengaruh kualitas pelayanan (social media marketing) dan kualitas (brand image) terhadap purchase decision pada cosmetics. JMBI UNSRAT: Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 9(3). https://doi.org/10.35794/jmbi.v9i3.44001
Scorita, K. B., Suhud, U., Widyastuti, U., & Wibowo, A. (2023). Faktor yang mempengaruhi purchase decision produk kosmetik halal Indonesia. KINERJA: Jurnal Ekonomi dan Bisnis, 6(1), 12–20. https://doi.org/10.34005/kinerja.v6i01.2697
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Wiley. https://www.wiley.com/en-br/Research%2BMethods%2BFor%2BBusiness%3A%2BA%2BSkill%2BBuilding%2BApproach%2C%2B8th%2BEdition-p-00061044
Sjukun, & Yulius, Y. (2023). The influence of electronic word of mouth and social media marketing on brand image and purchase intention of e-commerce cosmetic products in Medan City. International Journal of Social Science, Education, Communication and Economics (SINOMICS Journal), 2(4), 879–892. https://doi.org/10.54443/sj.v2i4.190
Taan, H., Radji, D. L., Rasjid, H., & Mosi, I. M. (2021). Social media marketing untuk meningkatkan brand image. SEIKO: Journal of Management & Business, 4(1), 315–330. https://doi.org/10.37531/sejaman.v4i1.1270
Variska, U., Meiriyanti, R., & Putri, N. K. (2025). Faktor-faktor yang mempengaruhi minat beli produk kosmetik Somethinc dengan dimediasi oleh brand image. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 7(3), 1370–1380. https://ejurnal.ung.ac.id/index.php/JIMB/article/view/30011
Published
2026-07-25
How to Cite
Ririn Clarisa Putri, & Setiarini. (2026). Impact of Social Media A\and Price on Viva Cosmetics Buying Interest Through Brand Image as Intervening Variable in Gen Z In Jabodetabek Area. International Journal of Economics, Business and Innovation Research, 5(04), 5409-5436. https://doi.org/10.63922/ijebir.v5i04.5555
.png)
Contact Person +6282139474255
Email : ijebir@citakonsultindo.or.id / editor.ijebir@gmail.com
