Pengaruh Content Marketing, Online Engagement, Dan Electronic Word Of Mouth Keputusan Menggunakan Jasa MakeUp Artist (Mua) Di Kabupaten Jember
Keywords:
Content Marketing, EWOM, Keputusan Menggunakan Jasa, MUA, Online EnggagementAbstract
Perkembangan teknologi digital yang mendorong pelaku jasa Makeup Artist (MUA) memanfaatkan media sosial sebagai sarana pemasaran untuk membangun personal branding, meningkatkan interaksi dengan konsumen, serta memperkuat kepercayaan melalui ulasan digital. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, online engagement, dan electronic word of mouth (EWOM) terhadap keputusan menggunakan jasa Makeup Artist (MUA) di Kabupaten Jember. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, online engagement, dan electronic word of mouth (EWOM) terhadap keputusan menggunakan jasa Makeup Artist (MUA) di Kabupaten Jember. Penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 100 responden pengguna jasa MUA di Kecamatan Ambulu dan Wuluhan. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa content marketing, online engagement, dan EWOM secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan menggunakan jasa MUA. Hasil uji F menunjukkan nilai F hitung sebesar 41,534 dengan signifikansi 0,000, yang berarti ketiga variabel secara bersama-sama berpengaruh signifikan terhadap keputusan konsumen. Selain itu, nilai koefisien determinasi (R²) sebesar 0,520 menunjukkan bahwa 52% keputusan menggunakan jasa MUA dipengaruhi oleh content marketing, online engagement, dan EWOM, sedangkan 48% dipengaruhi oleh faktor lain di luar penelitian. Penelitian ini menunjukkan bahwa strategi pemasaran digital melalui TikTok dan Instagram memiliki peran penting dalam meningkatkan keputusan konsumen menggunakan jasa Makeup Artist.References
Akbar, A. H. G. (2022). The Influence of Social Media Marketing Instagram on Purchase Intention at Manupi Café (Indonesia). International Journal of Social and Management Studies (IJSMS), 5(5), 107–115. https://www.ijsmsjournal.org/2022/volume-5%20issue-5/ijsms-v5i5p107.pdf
An, G. K., & Ngo, T. T. A. (2025). Uncovering the influence of social media marketing activities on Generation Z’s purchase intentions and EWOM for organic cosmetics. PLOS ONE, 20(2). https://doi.org/10.1371/journal.pone.0325953
Ariani, N. N. (2022). Strategi pemanfaatan media sosial dalam pemasaran usaha jasa Make-Up Artist. Jurnal Riset Tindakan Indonesia
Azizah, F. (2024). The Impact of Advertising on Instagram Toward Consumers’ Purchase Intentions. SHS Web of Conferences, 142, 01001.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2019). Customer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114.
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.
Cvijikj, I. P., & Michahelles, F. (2018). Online Engagement Factors On Facebook Brand Pages. Social Network Analysis and Mining, 8(1), 1–17.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management, 32(5–6), 399–426.
Ferdinand, A. (2025). Metode penelitian manajemen: Pedoman penelitian untuk skripsi, tesis, dan disertasi ilmu manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Firdaus, A. (2021). The Influence of Social Media Marketing Activities on Purchase Intention: Small Local Apparel Brands in Indonesia. Advances in Economics, Business and Management Research (Atlantis Press), 177, 123–131. https://www.atlantis-press.com/article/125963773.pdf
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2022). Multivariate data analysis (8th ed.). Cengage Learning.
Hasan, G., & Erika, E. (2023). The Influence of EWOM and Social Media Marketing on Purchase Intention Local Skincare Products in Batam City Mediated by Brand Image. International Journal of Science and Management Studies (IJSMS), 6(6), 94
Hasani, V. V., Zeqiri, J., Todorovik, T., Jaziri, D., & Toska, A. (2023). Digital Content Marketing and EWOM: A Mediational Serial Approach. Business Systems Research, 14(2), 24-43.
Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value. Journal of Interactive Marketing, 45, 27–41.
Ismagilova, E. (2022). Electronic Word of Mouth (EWOM) in the Marketing Context: A Book/Article Overview.
Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The impact of content, context, and creator on user engagement in social media marketing. Proceedings of the 50th Hawaii International Conference on System Sciences.
Jasmine Adinda, A. J. A., Murdiani, T., Ariza Eka Yusendra, M., & Ramaputra, M. G. (2024). The influence of social media marketing and Instagram user generated content on usage decisions for @Eva_Twinny make up services. PRODIGI Journal, 1(1), 7–13. https://journal.darmajaya.ac.id/index.php/Prodigi/article/view/468
Julia, W. (2024). Analisis Strategi Promosi Jasa Make-Up Artist melalui Media Sosial: Studi Kasus MUA “Rias Athif”.
Juliadi, R., Susanto, Y. B., & Kurnia, S. (2022). The Influence of Social Media Marketing Activity and Social Media Influencers on Instagram on Purchase Intention at Fashion Brand X in Indonesia. International Research Journal of Business Studies. Retrieved from https://www.researchgate.net/publication/360230719
Men, L. R., & Tsai, W. H. S. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the United States. Journal of Marketing Communications, 23(1), 2–21.
Men, L. R., & Tsai, W. H. S. (2022). Social media engagement: How influencers and brands build relationships with consumers. Journal of Interactive Advertising, 22(1), 1–15.
Mendoza-Moreira, M., et al. (2025). Antecedents of Electronic Word of Mouth (EWOM) Adoption in Cosmetics Consumers. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 88. https://www.mdpi.com/0718-1876/20/2/88
Men, L. R., & Tsai, W. H. S. (2017). Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the United States. Journal of Marketing Communications, 23(1), 2–21.
Men, L. R., & Tsai, W. H. S. (2022). Social media engagement: How influencers and brands build relationships with consumers. Journal of Interactive Advertising, 22(1), 1–15.
Osorio-Andrade, C., Arango Pastrana, C., & Zuñiga-Collazos, A. (2025). Impact of Content Marketing on EWOM and Bookings in Rural Hotels. Online Journal of Communication and Media Technologies, 15(3)
Rahmadani, I. (2024). Pengaruh Media Sosial dan Content Marketing Terhadap Keputusan Penggunaan Jasa Make-Up Artist. Universitas Medan Area.
Sahir, S. H. (2021). Statistik deskriptif untuk penelitian kuantitatif. Jakarta: Raja Grafindo Persada.
Saleh, M. Z. (2025). Effect of Social Media Marketing “Instagram” Towards Purchase Intention: Evidence From Plant-Based Milk Product in Indonesia. Indonesian Research Journal in Education, 9(1), 55–68. https://www.irje.org/irje/article/view/2762
Schivinski, B., Muntinga, D. G., Pontes, H. M., & Lukasik, P. (2021). Influencing consumer engagement, brand attitudes, and brand equity through social media marketing efforts. Journal of Business Research, 132, 1–13. https://doi.org/10.1016/j.jbusres.2021.04.009
Sihombing, M. U. (2024). Pemanfaatan Instagram sebagai Media Promosi Make-Up Artist “Anabella”. JLMI (Jurnal Lembaga Mutiara)
Sukur, I. F., & Haryadi, H. (2025). Peran kualitas visual konten dan engagement pengguna terhadap brand awareness pada Instagram @minyakkarolaucih. Economics and Digital Business Review, 6(2), 1265–1278. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/2728
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742.
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Tafesse, W., & Wien, A. (2021). Implementing social media marketing strategically: An empirical assessment. Journal of Marketing Management, 37(9–10), 751–776. https://doi.org/10.1080/0267257X.2021.1895635
Utami, F. N., Dewi, C. K., & Ramadhani, A. N. (2023). The Effect of Acceptance Electronic Word-of-Mouth Information on Intention to Purchase Local Skincare: A Gender Perspective. Proceedings of the International Conference on Business and Management Research (Atlantis Press). https://www.atlantis-press.com/article/125996200.pdf
Wibisono, N. (2023). EWOM Engagement and Purchase Intention on Social Commerce Applications of Beauty Products. Indonesian Journal of Applied Business and Research (IJABR), 3(2), 87–98.* https://ijabr.polban.ac.id/ijabr/article/view/311
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Sifa Nisauz Zahro, Akhmad Suharto, Jekti Rahayu
This work is licensed under a Creative Commons Attribution 4.0 International License.
