Almana : Jurnal Manajemen dan Bisnis

Volume 6, No. 3/ December 2022, p. 472-479

ISSN 2579-4892 print/ ISSN 2655-8327 online
DOI: 10.36555/almana.v6i3.1935

THE INFLUENCE OF SOCIAL MEDIA COMMUNICATION, PRODUCT QUALITY,

AND PROMOTION ON PURCHASE INTENTION

Ida Ayu Nyoman Ari Cendani Wati1, Ni Luh Putu Indiani*2

Universitas Warmadewa, Indonesia1*2
cendani@gmail.com1, indi.arca@gmail.com*2

Abstract: In the last 10 years, Indonesia's beauty and personal care industry grew
around 12%, with a market value of 33 trillion Rupiah in 2016. The business in Indonesia
is predicted to experience the largest growth compared to other countries in Southeast
Asia. This raises interest in analyzing the factors influencing consumer purchase
intention in body care products. The purpose of this study was to analyze the influence
of social media communication, product quality, and promotion on purchase intention.
The data collection method is a survey method with questionnaires. The sample size
was 105 respondents. Multiple linear regression analysis techniques were used to test
the influence of the independent variable on the dependent variable. The study's results
found that social media communication, product quality, and promotion positively and
significantly influence purchase intention. The brand needs to build good relationships
with consumers through social media to encourage purchase intention. In terms of
quality, the brand should be able to create a unique and distinctive quality that
consumers can accept. In the promotion aspect, the brand should show a responsible
attitude when complaints occur, such as providing a money-back guarantee.
Keywords: Product Quality; Promotion; Purchase Intention; Social Media
Communication

INTRODUCTION
The era of globalization is a challenge that must be faced with careful preparation
by the company. Companies must be prepared as well as possible not to be crushed by
world globalization. In developing their business, firms must be more creative and
innovative. Profit is the main focus of entrepreneurship because, without profit, a
company will not be able to survive. In the last 10 years, Indonesia's beauty and personal
care industry grew by around 12%, with a market value of 33 trillion Rupiah in 2016. The
business is predicted to experience the largest growth in Indonesia compared to other
countries in Southeast Asia (Majalah Kartini, 2017). The national cosmetic industry
recorded an increase of 20%, or four times the national economic growth in 2017. This
double-digit growth increase was driven by large demand from the domestic and export
markets as people began to pay attention to personal care products as a primary need,
especially for women, adults, and millennials. Currently, various businesses provide
personal care products, one of which is the brand Mooika.
In meeting market demand, Mooika focuses on body care products that can solve
the problems experienced by consumers. At the beginning of 2018, Mooika revenue
exceeded the target by 102% due to high consumer demand for body care products.
However, in 2019 revenue fell to 74%, and in 2020 it fell again to 73%. This indicates a
problem in consumer purchase intention for Mooika's products. For this reason, the
authors are interested in examining the factors influencing consumer purchase intention
in Mooika products.
Purchase intention is customer behavior that responds positively to the quality of
a company's products or services and intends to buy back the company's products.
Purchase intention is the stage of the respondent's tendency to act before the buying

Submitted: September 03, 2022; Revised: October 18, 2022;

Accepted: October 25, 2022; Published: December 25, 2022;
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view/1935
472
Almana : Jurnal Manajemen dan Bisnis
Volume 6, No. 3/ December 2022, p. 472-479
ISSN 2579-4892 print/ ISSN 2655-8327 online
DOI: 10.36555/almana.v6i3.1935

decision is implemented. It can be concluded that purchase intention is one of the

planning processes for purchasing a product or service that consumers will carry out by
considering several things. Purchase intention can be measured through the following
indicators: transactional intention, referential intention, preferential intention, and
exploratory intention (Wicaksono, 2017). From the literature review, one of the factors
that influence purchase intention is social media communication.
Social media communication is an activity or activity of communicating and
providing product information using social media such as Instagram. Social media can
also make it easier for entrepreneurs to explain and display product reviews and
information. Currently, social media users continue to increase every year. Several
previous studies have proven that social media has a positive and significant influence
on purchase intention, as found by (Ariesandy & Zuliestiana, 2019), (Irawan, 2020),
(Hartiani, 2020), (Arianto & Difa, 2020), (Setiawan, 2020). There are four indicators to
measure social media communication (Hauner & Syahbani, 2017), namely: 1) Context
is how we create a message that uses language that is easy to understand, 2)
Communication is how the message or information that has been made can be heard,
responded to and grown in various ways that make the user feel comfortable, and the
message is conveyed well 3) Collaboration is a cooperation between users to make
things better, 4) Connection is a way of maintaining relationships that have been
established to become a better relationship.
In addition to social media communication, product quality also influences
consumer purchase intention. Product quality is the ability of a product to perform its
functions, including overall durability, reliability, accuracy, ease of operation, and product
repair, as well as other product attributes (Kotler & Armstrong, 2012). Several previous
studies have proven that product quality has a positive and significant influence on
purchase intention, as found by (Ariesandy & Zuliestiana, 2019), (Irawan, 2020),
(Hartiani, 2020), (Arianto & Difa, 2020), (Setiawan, 2020). (Garvin, 2016) mentioned the
dimensions of product quality: performance, product features, reliability, conformance,
durability, serviceability, aesthetics, and perceived quality.
The third factor that influences consumer purchase intention is promotion. The
promotion aspect is the main thing in running a business. Promotion is communication
between buyers and sellers. Several previous studies have proven that promotion has a
positive and significant influence on purchase intention, as found by (Nova et al., 2021),
(Hartiani, 2020), (Gunawan & Susanti, 2019), (Kuspriyono, 2017), (Sigalingging &
Medicom, 2021). Promotion is measured using three indicators: informing consumers
about the product, persuading consumers to try the product, and reminding consumers
about the offering.
Purchase intention is important amid intense competition to gain customer trust,
so they continue to buy the products. Based on this background, the authors are
interested in analyzing consumer purchase intention by examining the influence of social
media communication, product quality, and promotion.

METHODS
This research was conducted at Mooika's body care business in Denpasar, Bali.
The population in this study were all customers who purchased Mooika body care.
According to Sugiyono (2018), the determination of the number of representative
samples is the number of indicators multiplied by 5 to 10. In this study, there are 21
indicators, so the number of samples used is 5 x 21 the number of indicators, hence
becoming 105 respondents. The sampling technique used is accidental sampling, that
is, anyone who happens to meet the researcher can be used as a sample if it is

Submitted: September 03, 2022; Revised: October 18, 2022;

Accepted: October 25, 2022; Published: December 25, 2022;
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view/1935
473
Almana : Jurnal Manajemen dan Bisnis
Volume 6, No. 3/ December 2022, p. 472-479
ISSN 2579-4892 print/ ISSN 2655-8327 online
DOI: 10.36555/almana.v6i3.1935

considered suitable as a data source. The data collection method used in this study was
a questionnaire survey method. Each statement item is measured on a Likert scale,
using five numbers from 1 (strongly disagree) to 5 (strongly agree). The data analysis
technique used in this study is a multiple linear regression analysis method. Multiple
linear regression analysis measures independent variables' influence on dependent
variables (Sugiyono, 2018).

RESULTS AND DISCUSSION

Validity Test
The validity test results are shown in Table 1, which shows that all the correlation
coefficients of the tested variable indicators are greater than 0.30. These results indicate
that all indicators of this study proved valid.

Table 1. Validity Test

Pearson
Variable Instrument Remark
Correlation
Content on Instagram creates a sense of satisfaction 0.796 Valid
Consumers are always waiting for the latest
0.660 Valid
information on Instagram
Consumers trust the information shared on Instagram 0.374 Valid
Social
Consumers feel a good relationship with Mooika
Media 0.437 Valid
through social media
(X1)
Mooika interacts well with consumers through social
0.718 Valid
media
Mooika interacts well with consumers after
0.578 Valid
consumers make product purchases
Products provide benefits 0.718 Valid
Products have a fairly long expiration date and do not
0.573 Valid
affect the quality
Consumers get products that match their
Product 0.559 Valid
expectations
Quality
Products provide added value and different features
(X2) 0.762 Valid
compared to other products
Products do not disappoint 0.686 Valid
Attractive product packaging 0.574 Valid
Consumers feel satisfied after using the products 0.631 Valid
Mooika advertises intensively on various social media 0.732 Valid
Mooika's communication approach can attract
0.593 Valid
consumers to buy the products
Promotion
Mooika often provides promotions by giving discounts
(X3) 0.770 Valid
or giving free products to consumers
Mooika provides clarification or explanation if there
0.774 Valid
are consumer complaints
Consumers are interested in buying Mooika products 0.765 Valid
Consumers are willing to refer Mooika products to
0.849 Valid
Purchase others
Intention Consumers prefer to use Mooika products compared
0.775 Valid
(Y) to similar products from other brands
Consumers are always looking for information about
0.822 Valid
Mooika products
Source: Data that has been processed by the author (2022)

Submitted: September 03, 2022; Revised: October 18, 2022;

Accepted: October 25, 2022; Published: December 25, 2022;
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view/1935
474
Almana : Jurnal Manajemen dan Bisnis
Volume 6, No. 3/ December 2022, p. 472-479
ISSN 2579-4892 print/ ISSN 2655-8327 online
DOI: 10.36555/almana.v6i3.1935

Reliability Test
The reliability test results in Table 2 show that each variable's Cronbach's Alpha
value is greater than 0.60. This shows that all variables have good reliability.
Table 2. Reliability Test

Variable Cronbach's Alpha Information

Social Media (X1) 0.614 Reliable
Product Quality (X2) 0.744 Reliable
Promotion (X3) 0.687 Reliable
Purchase Intention (Y) 0.813 Reliable
Source: Data that has been processed by the author (2022)

Table 2 shows that Cronbach's Alpha value of social media variables is 0.614,
product quality is 0.744, promotion is 0.687, and purchase intention is 0.813. The
reliability results show that Cronbach's Alpha of all research variables is worth more than
0.6. Based on these results, it can be concluded that the instrument used in this study is
reliable or trustworthy.

Coefficient Determination Analysis

Table 3. Adjusted R-Square

Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .752a .565 .553 .45792
a. Predictors: (Constant), Promotion, Social_Media, Product_Quality
Source: Data that has been processed by the author (2022)

The Adjusted R-Square value of this regression model is 0.553, which means that
social media, product quality, and promotion explain 55.3 percent of the variation in
purchase intention, and the remaining 44.7 percent is explained by other variables not
included in the model.

F-Test

Table 4. F-Test Results

ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1 Regression 27.560 3 9.187 43.810 .000b
Residual 21.179 101 .210
Total 48.739 104
a. Dependent Variable: Purchase_Intention
b. Predictors: (Constant), Promotion, Social_Media, Product_Quality
Source: Data that has been processed by the author (2022)

The magnitude of Ftable = F (α, df1/df2) therefore the value sought is F (0,05,3/101).
Based on the distribution the value of Ftable = 2.69. Based on the Ttable the Fcount value is
43,810 with a significance value of 0.000. F count > Ftable = 43,810 > 2.69 then Ho is rejected
and Ha is accepted. The results of this F-test indicate that with an error rate of 5 percent
and a confidence level of 95 percent, there is a simultaneous significant effect of social
media (X1), product quality (X2), and promotion (X3) on purchase intention (Y).

Submitted: September 03, 2022; Revised: October 18, 2022;

Accepted: October 25, 2022; Published: December 25, 2022;
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view/1935
475
Almana : Jurnal Manajemen dan Bisnis
Volume 6, No. 3/ December 2022, p. 472-479
ISSN 2579-4892 print/ ISSN 2655-8327 online
DOI: 10.36555/almana.v6i3.1935

T-Test

Table 5. T-Test Results

Model T Sig.
1 (Constant) .301 .764
Social_Media 7.860 .000
Product_Quality 2.312 .023
Promotion 4.281 .000
a. Dependent Variable: Purchase_Intention
Source: Data that has been processed by the author (2022)

The amount of Ttable = t (α, df) therefore, the value sought is t(0,05,101). The value
of the Ttable = 1.660. Based on the table, the Tcount value of social media is 7,860 (X1)
greater than Ttable 1.660 and shows a significant value < = 0.000 <0.05 then Ho is rejected
and H1 is accepted. This shows that social media has a positive and significant effect on
purchase intention with an error rate of 5 percent, and 95 percent confidence. The Tcount
of product quality is 2,312 (X2) greater than the Ttable of 1,660 and shows a significant
value < = 0.023 < 0.05 then Ho is rejected and H2 is accepted. This shows that product
quality has a positive and significant effect on purchase intention with an error rate of 5
percent, and 95 percent confidence. The Tcount value of the promotion is 4.281 greater
than Ttable 1.660 and shows a significant value < = 0.000 <0.05 then Ho is rejected and
H3 is accepted. This shows that promotion has a positive and significant effect on
purchase intention at Mooika with an error rate of 5 percent, and 95 percent confidence.

Multiple Linear Regression Analysis

Table 6. Results of Regression Analysis

Coefficientsa
Unstandardized Coefficients Standardized Coefficients
Model t Sig.
B Std. Error Beta
1(Constant) .096 .319 .301 .764
Social media .817 .104 .627 7.860 .000
Product Quality .249 .108 .193 2.312 .023
Promotion .401 .094 .349 4.281 .000
a. Dependent Variable: Purchase Intention
Source: Data that has been processed by the author (2022)

Social Media Communication (X1) = 0.627, indicating that the regression

coefficient of social media (X1) is positive, meaning that if social media is well-executed,
it will encourage purchase intention.
Product quality (X2) = 0.193, indicating that the regression coefficient of product
quality (X2) is positive, meaning that better product quality will increase purchase
intention.
Promotion (X3) = 0.349, indicating that the regression coefficient of promotion
(X3) is positive, meaning that if the promotion is more intensively carried out, it will
encourage an increase in purchase intention. Social media communication has the
largest regression coefficient value among other variables, so it can be concluded that
social media has a more dominant influence on purchase intention than other variables
in the model.

Submitted: September 03, 2022; Revised: October 18, 2022;

Accepted: October 25, 2022; Published: December 25, 2022;
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view/1935
476
Almana : Jurnal Manajemen dan Bisnis
Volume 6, No. 3/ December 2022, p. 472-479
ISSN 2579-4892 print/ ISSN 2655-8327 online
DOI: 10.36555/almana.v6i3.1935

The Influence of Social Media Communication on Purchase Intention

The better the management and use of social media to provide product
information, the higher consumers' purchase intention. The results of this study are in
line with research conducted by (Nurfitriani, 2017), (Astutik, 2018), (Susilawati &
Purwantoro, 2015), (Fidyah, 2017), (Melliana, 2018) and (Ariesandy & Zuliestiana, 2019)
which state that social media communication has a significant impact on purchase
intention. Aspects that need to be considered in increasing the influence of social media
are ensuring that information and content uploaded through Instagram creates a sense
of satisfaction for consumers, designing communication strategies so that consumers
always look forward to the latest information on Instagram, and communicating with
honesty so that consumers believe in the information uploaded on Instagram,
establishing good relationships with consumers through social media, interacting well
with consumers through social media both before and after consumers buy the products.

The Influence of Product Quality on Purchase Intention

The results of this study are in line with research conducted by (Robustin &
Fauziah, 2019), (Fitriana et al., 2019), (Ristanti & Iriani, 2020), (Harjati & Sabu, 2014)
which stated that product quality had a significant positive effect on purchase intention.
This shows that the better the product quality, the higher consumers' purchase intention.
Aspects that need to be considered in improving product quality are ensuring that the
product provides benefits, the product has a fairly long expiration date and does not
affect the quality, the product meets consumer expectations, the product provides added
value and features compared to other products, the product does not disappoint
consumers, the product has attractive appearance, and ensure customer satisfaction
after using the product.

The Influence of Promotion on Purchase Intention

The results of this study are in line with research conducted by (Rahayu, 2019),
(Irawan, 2020), (Hartiani, 2020), (Setiawan, 2020), and (Zahari & Evanita, 2018), which
state that promotion has a positive and significant effect on consumer purchase intention.
The higher the intensity of promotions, the higher consumers' purchase intention.
Aspects that need to be considered in intensifying promotion are advertising intensively
on various social media, using a communication approach that can attract consumers to
buy products, providing discounts or giving free products to consumers, and providing
clarification if there are consumer complaints.

CONCLUSION
During the increasingly fierce competition in the cosmetics industry, understanding
the factors driving consumer purchase intention is an important key to maintaining the
sustainability and existence of the company. This study analyses the factors that
encourage consumer purchase intention in body care products. The study found that
social media communication, product quality, and promotion positively and significantly
affect purchase intention.

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Submitted: September 03, 2022; Revised: October 18, 2022;

Accepted: October 25, 2022; Published: December 25, 2022;
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view/1935
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Volume 6, No. 3/ December 2022, p. 472-479
ISSN 2579-4892 print/ ISSN 2655-8327 online
DOI: 10.36555/almana.v6i3.1935

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Submitted: September 03, 2022; Revised: October 18, 2022;

Accepted: October 25, 2022; Published: December 25, 2022;
Website: http://journalfeb.unla.ac.id/index.php/almana/article/view/1935
479