The Effects of Smma, Advertising, and E-Wom on Cosmetic Purchases in West Java

This study investigates the influence of Social Media Marketing Activities (SMMA) comprising Advertisement, and Electronic Word of Mouth (eWOM) on the Actual Purchase behavior of cosmetic consumers in West Java. The research is motivated by the growing dominance of social media as a key medium for digital marketing, particularly in the cosmetics industry, which depends heavily on brand image, two-way communication, and consumer engagement. West Java was selected due to its highest social media penetration rate in Indonesia and its position as the province with the largest number of cosmetic industries. A quantitative explanatory survey method was employed, involving 300 respondents selected through purposive sampling. The respondents were social media users who followed cosmetic brand accounts and had made at least three purchases in the past three months. Data were collected using a Semantic Differential Scale and analyzed through Structural Equation Modeling (SEM) using SPSS version 25 and AMOS version 26. The findings reveal that eWOM, Advertisement, SMMA, and Actual Purchase are positively and significantly related, with eWOM and Advertisement emerging as the dominant factors influencing consumer purchase decisions. The results confirm that SMMA not only enhances brand image and consumer trust but also directly drives actual purchasing behavior. The study offers practical insights for cosmetic industry practitioners to optimize digital marketing strategies focused on interaction, user experience, and effective communication through social media platforms.