The Influence of Social Media Marketing on Value Co-Creation Through The Instagram Platform: A Study on Wardah Beauty Product
Keywords:
Social Media Marketing, Brand Trust, Brand Loyalty, Value Co-Creation, Beauty Industry, IndonesiaAbstract
In the digital era, social media has become an important tool in marketing strategies, especially in the beauty industry. Instagram, as an interactive visual platform, allows brands to build more personalised relationships with consumers. Wardah, one of the leading local beauty brands in Indonesia, utilises Instagram to drive consumer engagement and co-create value. This study aims to examine the influence of social media marketing on value co-creation through Instagram, with a focus on Wardah beauty products. In addition, this study also analyses the role of brand trust and brand loyalty in strengthening value co-creation. Data was collected through a survey of Wardah's active consumers on Instagram, and the results of the study are expected to provide insights into effective social media marketing strategies to increase consumer engagement and co-create value in the beauty industry. The research findings show that social media marketing through Instagram significantly influences brand trust, brand loyalty, and shared value creation, with brand loyalty having the greatest influence on shared value creation among consumers of Wardah products.
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