Pengaruh Social Media Marketing Terhadap Purchase Intention : Peran Mediasi Brand Image dan Brand Experience pada Klinik Estetika dan Bedah Plastik
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Jun 8, 2026
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Abstract
Perkembangan social media telah mengubah strategi pemasaran, terutama pada industri jasa berisiko tinggi seperti klinik estetika dan bedah plastik. Penelitian ini bertujuan menganalisis pengaruh social media marketing terhadap purchase intention melalui brand image dan brand experience sebagai variabel mediasi pada Klinik Estetika dan Bedah Plastik X di Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 120 responden yang dipilih menggunakan teknik purposive sampling, dengan karakteristik responden berusia minimal 18 tahun dan pernah terpapar konten social media klinik estetika. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh signifikan terhadap purchase intention baik secara langsung maupun tidak langsung melalui brand experience. Sementara itu, brand image tidak berpengaruh signifikan terhadap purchase intention dan tidak berperan sebagai variabel mediasi. Temuan ini menegaskan pentingnya brand experience dalam strategi pemasaran klinik.
Kata kunci : Social Media Marketing, Brand Image, Brand Experience, Purchase Intention, Klinik Estetika
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Efran Purba, A., Boedi Hartadi Kuslina, & Yolla Margaretha. (2026). Pengaruh Social Media Marketing Terhadap Purchase Intention : Peran Mediasi Brand Image dan Brand Experience pada Klinik Estetika dan Bedah Plastik. Jurnal E-Bis, 10(1), 505-523. https://doi.org/10.37339/e-bis.v10i1.3154
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Ali, I., Naushad, M., & Alasmri, H. J. (2023). Effect of CSR activities on customers’ purchase intention: The mediating role of trust. Innovative Marketing, 19(2), 155.
Cheung, M. L., Pires, G., Rosenberger, P. J., Leung, W. K. S., & Ting, H. (2020). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in healthcare services. Journal of Business Research, 117, 548–560.
Faisal, A., & Ekawanto, I. (2022). The role of social media marketing in increasing brand awareness, brand image and purchase intention. Indonesian Management and Accounting Research, 20(2), 185–208.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Islam, M., & Sheikh, S. A. (2024). Are social media-based marketing strategies the new mechanisms for attracting consumers? A quantitative method-based approach. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 3571–3583.
Jatiyananda, C., Nurittamont, W., & Phayaphrom, B. (2021). Understanding the influence of social media marketing activities on revisit intention in beauty clinics: A case study in Bangkok, Thailand. Asian Administration and Management Review, 4(2), 31–45.
Khoiril Mala, I., Sudarmiatin, & Wardana, L. W. (2023). The effect of social media marketing and e-WOM on purchase intention mediated by brand image and brand trust. Indonesian Journal of Business Analytics, 3(5), 1939–1956.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Laurence, K., & Keni, K. (2024). Pengaruh social media marketing, brand image, brand awareness, dan brand preference terhadap purchase intention produk minuman di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 8(5), 1034–1046.
Majeed, M., Owusu-Ansah, M., & Ashmond, A.-A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1), 1944008.
Merdiaty, N., & Aldrin, N. (2022). Effect of brand experience on customer engagement through quality services of online sellers to students in Bekasi. Frontiers in Psychology, 12, 801439.
Mulyadi, T. A. P., & Z. (2025). The effect of social media marketing on purchase intention through brand image and brand trust. JEMSI: Jurnal Ekonomi, Manajemen, Dan Sistem Informasi, 7(1), 480–491.
Oktavia, K. N., & Mariam, S. (2024). Social media marketing, brand image, brand awareness, perceived quality and purchase intention in skincare product users. Jurnal Ilmiah Manajemen Kesatuan, 12(5), 1595–1612.
Putra, I. K. M., Gede, I. G. K., Wirga, I. W., Sanjaya, I. B., & Yasa, I. K. (2023). Does brand awareness mediate the effect of social media marketing on purchase intention? Journal of Entrepreneurial and Business Diversity, 1(3), 248–253. https://doi.org/10.38142/jebd.v1i3.133
Pu, Y., Zaidin, N., & Zhu, Y. (2023). How do e-brand experience and in-store experience influence the brand loyalty of novel coffee brands in China? Exploring the roles of customer satisfaction and self–brand congruity. Sustainability, 15(2), 1096.
Sabella, V. P., Hermawan, A., & Dhewi, T. S. (2022). The Influence of Brand Ambassador and Social Media Marketing on Purchase Intention Through Brand Image (Study on Consumers" Sang Dewa Snack"). International Journal Of Humanities Education And Social Sciences, 2(1), 120–128.
Salhab, M., Shukri, M., & Yaseen, S. (2023). The mediating role of brand image in social media marketing and purchase intention. Journal of Marketing Analytics, 11(2), 101–115.
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Syahputra, D. A., & Kurniawati, K. (2023). The influence of social media marketing on consumer based brand equity, brand loyalty, and mediation by brand experience on fashion brand clothing in Indonesia. Indonesian Journal of Economic & Management Sciences (IJEMS), 1(2), 183–200.
Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. (2022). The effect of social media marketing on the purchase decision of Kooka Coffee Products using brand image as a mediation variable. Agricultural Socio-Economics Journal, 22(3), 223–232.
Warbung, C. J. E., Wowor, M. C., Walean, R. H., & Mandagi, D. W. (2023). The impact of social media marketing on beauty clinic brand equity: the Case of Zap Manado. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 8.
Zhuo, J.-Y., Su, R.-H., Yang, H.-H., & Hsu, M.-C. (2022). Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective. Frontiers in Psychology, 13, 1033439.