IMPACT OF BRAND ATTITUDES, SOCIAL PRESENCE, AND EMOTIONAL VALUE IN PURCHASE INTENTION ON TOKOPEDIA.

Digital marketing was very helpful for entrepreneurs or sellers to inform their customers about their products and market them to the public. Nowadays, the majority of sales and marketing had shifted to digital marketing, and marketers usually use social media and e-commerce platforms as marketing and sales venues. This research paper presented a conceptual framework that demonstrated customer purchase intention in terms of digital marketing in Indonesia. This paper aimed to provide convenience by identifying factors that could influence consumers' purchase intentions of makeup products in Indonesia, especially in the Jakarta area. Specifically, this study aimed to determine the effect of using digital marketing as a sales platform and to determine Indonesians purchase intention towards cosmetics based on information processing in eWOM, which was assessed based on product quality, consistency, and quantity, which had then been tested as antecedents of purchase intention (ELM). The methodology relied on primary data collected from 423 respondents in Jakarta and surrounding areas. The data used for analysis was questionnaire data from an online survey. The findings of the study revealed that brand attitudes, social presence, and emotional value had significant positive relationship on purchase intention. This research could help companies market products by knowing how many consumers had purchase intentions. Finally, the researcher provided several recommendations for further research.
Keywords: Brand attitudes, social presence, emotional value, and purchase intention.