THE EFFECT OF INTERACTIVE, INFORMATIVE, AND ENTERTAINING SOCIAL MEDIA ADVERTISEMENT TO BUILD BRAND STRENGTH AND ITS IMPACT ON CONSUMERS"™ PURCHASE DECISIONS (EMPIRICAL STUDY ON SCARLETT WHITENING)

Abstract

Social media platforms are now being used for marketing and advertising, providing a means for businesses to interact with customers directly and cost-effectively. Social media advertising is a branch of digital marketing that pays for advertising campaigns on specific social media platforms to reach target users. Scarlett Whitening is a new brand that leveraged social media to successfully deliver advertisements to its target audience. This strategy has resulted in the brand achieving a 57% market share and the success of Scarlett Whitening in marketing its products can be attributed to its effective branding strategy, which created positive brand awareness and a strong brand image in consumers' memories and led to consumer purchase decision action. The research objective of this study is to analyze the effect of Interactive, Informative, and Entertaining social media advertisements to build Brand Strength and its impact on consumers"™ purchase decisions. A closed questionnaire was given to 300 respondents who use social media and use Scarlett Whitening skin and body care products in Indonesia. This study conducted validity and reliability tests. The results of the tests showed satisfactory values for the convergent validity, discriminant validity, and average variance extracted (AVE). The inner model assessment showed a high result, and the total R-squared for brand strength and purchase decision was 74.4% and 62.7%, respectively. The result of this study showed that H1, H3, H4, H5, H₆, and H₇ are accepted, which means that there is a positive relationship between variables. While H2 is rejected, means there is no significant relationship between variables.