The Use of Social Media Marketing Against Consumer Purchase Interests As Mediation of Product Quality (Study on Instagram Followers of Brand Something Domicile Bandung City)
(a) Riezfa Aldhia Rachmi (b) Bambang Widjajanta, M.M.

Indonesia University of Education, Dr. Setiabudi Street, Bandung, Indonesia

Abstract

With the perceived advances in technology, it is easier for foreign cultures to enter and become part of Indonesian society. This causes an attractive appearance to be one of the important aspects of life. An attractive appearance for women is synonymous with beauty and beauty. Of course, for most women, they are familiar with the terms make up and skincare which are now their basic daily needs. Social media marketing is now a must for beauty brands to pay attention to. This makes social media content uploaded by beauty brands very crucial because they are considered to greatly influence the success of the brand. The purpose of this study is to describe the influence of social media marketing on Instagram @somechincofficial on consumer buying interest. The method used is a survey method to collect data in this study by distributing questionnaires. The conclusion that can be drawn is the influence of the use of social media marketing on consumer buying interest. Starting with product introduction, product marketing, and various other offers. In addition, consumer buying interest also affects the product quality of a company.

Keywords: Social media marketing-customer purchase-product quality

Topic: Marketing Management, Relationship Marketing, Service Marketing