PENGARUH SOCIAL MEDIA ADVERTISING DENGAN BRAND AWARENESS DAN INTERNAL SELF-CONGRUITY SEBAGAI VARIABEL INTERVENING UNTUK MENGUKUR CUSTOMER PURCHASE INTENTION (Studi Pada Produk Kecantikan Blush On Merek Make Over)

Abstract

BSTRACT
The development of technology and the internet which has been very advanced lately contains
the development of the cosmetic industry competing with each other to provide the best products by
becoming a market share to meet consumer needs. These needs have an impact on the increasing
demand for various types of cosmetics. One of them is Make Over cosmetic products. Many things can
influence consumers to make product purchases, one of which is through advertising on social media.
Although Make Over is a product that is well known by many people, sales of these beauty products are
still experiencing a decline and can be said to be less competitive with other local products.
In addition to this phenomenon, based on the existing literature shows that there is a research
gap which states that there is an inconsistency of research results between the relationship of social
media advertising and customer purchase intention.So based on the phenomena and gaps in this
research, this is the basis for this research. This study aims to develop a conceptual model on how to
manage Social Media Advertising by using the Self-Congruity Theory approach so as to increase
Customer Purchase Intention in Make Over beauty products through brand awareness and internal self-
congruity.
Thedataobtainedwerethenanalyzedquantitativelyandstructurallyusingthemethod
Structural Equation Modeling (SEM) using a tool in the form of the AnalysisMoment of Structural
(AMOS) program. Based on the results of this study found that social media advertising has a positive
and significant impact on customer purchase intention through brand awareness and internal self-
congruity Therefore, all hypothesesin this study were accepted. So it is hoped that this research can be
useful in developing the company's marketing strategy for Make Over products and can become a
valuable literature for the benefit of academics.