Effects of Social Media Marketing Towards Online Purchase of Local Perfumes in Indonesia

This research aims to study the influence of Entertainment, interaction, trendiness, customization, E-WOM, value co-creation, consumer brand engagement on local online perfume brand awareness in the late millennial generation. Data is collected through online surveys where respondents are selected by judgement sampling techniques. Data from 156 local online followers on social media, especially Instagram, was analyzed using AMOS. The findings of this study suggest that Entertainment and E-WOM have no influence on Value Cocreation. Meanwhile, Interaction, Trendiness and Customization have an influence on Value Co-Creation and Value Co-Creation has an influence on Consumer Brand Engagement and Consumer Brand Engagement has an influence on Brand Awareness. The significance of each variable on each component is different. In addition, this study has also found that Value Co-Creation has the highest influence on Consumer Brand Engagement compared to other hypotheses.