Antecedents Purchase Intention Local Fragrance
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Abstract
Local fragrance brands such as SAFF & Co, Mykonos, and HMNS have successfully built strong identities through signature products, influencer collaborations, and digital platforms. The Indonesian fragrance industry is showing a positive trend with more and more consumers recognizing the importance of fragrance. This research is to analyze social media marketing, brand awareness, consumer brand engagement on purchase intention of local fragrance. This research uses qualitative methods and uses purposive sampling techniques. Through a questionnaire as a data collection tool, a sample size of 200 respondents was obtained. The questionnaire was distributed to individual users of local fragrance brands such as SAFF & Co, Mykonos, and HMNS and also often see content about local fragrance products such as SAFF & Co, Mykonos, and HMNS using Google Form. Hypothesis testing using the structural equation model (SEM) method. The results of this study reveal that social media marketing, brand awareness, consumer brand engagement significantly affect purchase intention. Based on the results of the study, the managerial implications underscore the importance of improving integrated digital marketing strategies among managers of local perfume companies. This strategy includes developing user-generated content campaigns, building a memorable brand with consistent visuals, and creating emotional bonds through personal stories and active interactions. Awareness is crucial to ensure that local perfume marketing strategies are carried out in an effective way, thereby increasing purchase intention and contributing to the growth of Indonesia's local perfume industry.
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How to Cite
Farras, M. A., & Ayu Ekasari. (2025). Antecedents Purchase Intention Local Fragrance. ProBisnis : Jurnal Manajemen, 16(06), 2938–2944. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1230
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@hmns.id. Jurnal komunikasi dan penyiaran islam, 8(1), 92–101.
Viliaus, J., & Matusin, I. O. (2023). Pengaruh social media marketing, brand awareness, brand engagement
terhadap purchase intention. Jurnal ekonomi trisakti, 3(1), 1765–1774.
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equity and purchase intention for fashion brands. Cogent business and
Https://doi.org/10.1080/23311975.2022.2143308
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Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of social
media marketing on brand awareness, brand engagement and purchase intention in emerging economies.
Marketing intelligence and planning. Https://doi.org/10.1108/mip-06-2023-0248
Y., & F. (2023). The effect of brand awareness, price perception and electronic word of mouth (e-wom)
toward purchase intention on instagram. Kne social sciences. Https://doi.org/10.18502/kss.v8i12.13716
Alifedrin, G. R. (2024, june 12). Y&s insights: saling berebut harumnya pasar parfum indonesia. Techno
business. Https://technobusiness.id/insight/ys insights/2024/06/12/ys-insights-pasar-parfum-di-
indonesia/
Asyhari, A., Ayuni, S., Primananda, N. A., Saputri, P. L., & Salleh, W. A. (2022). The mediating effect of
consumer brand engagement on the relationship between social media marketing and repurchase
intention. Journal of digital marketing and halal industry, 4(2), 1–22.
Https://doi.org/10.21580/jdmhi.2022.4.2.13137
Bilal, M., Jianqu, Z., & Ming, J. (2021). How consumer brand engagement effect on purchase intention? The
role of social media elements. Journal of business strategy finance and
Https://doi.org/10.12944/jbsfm.02.01.06 management, 2(1), 44–55.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand
loyalty. Business & management studies: an international journal, 6(1), 128–148.
Https://doi.org/10.15295/bmij.v6i1.229
Chandra, S. (2023). Saff & co. Studio yord. Https://studioyord.com/project/saff-co
Choedon, T., & Lee, Y.-C. (2020). The effect of social media marketing activities on purchase intention with
brand equity and social brand engagement: empirical evidence from korean cosmetic firms. Knowledge
management research . Https://doi.org/10.15813/kmr.2020.21.3.008
Ellitan, L. (2022). The role of social media marketing, brand awareness and e-wom to increase purchase
decision. Ekoma: jurnal ekonomi, 2(1).
Emini, A., & Jusuf, Z. (2021). The impact of social media marketing on purchase intention in a transition
economy: the mediating role of brand awareness and brand engagement. Entrenova - enterprise research
innovation, 7(1), 262–272. Https://doi.org/10.54820/fdor9238
Grand View Research. (2023). Perfume market size, share & trends analysis report, 2030. Grand view research. Https://www.grandviewresearch.com/industry analysis/perfume-market#
Guha, S., Mandal, A., & Kujur, F. (2021). The social media marketing strategies and its implementation in
promoting handicrafts products: a study with special reference to eastern india. Journal of research in
marketing and entrepreneurship, 23(2), 339–364. Https://doi.org/10.1108/jrme-07-2020-0097
Hafidz, G. P., & Widyastari, F. S. (2024). Pengaruh social media marketing pada consumer brand engagement
terhadap merek luxcrime. Jurnal ilmiah wahana pendidikan, 10(7), 568–598.
Https://doi.org/10.5281/zenodo.11097475
Hair, J. F., Black, W. C., Babin, B, J., & Anderson, R. E (2019). Multivariate data analysis eight edition.
Hanzani, P. (2025, June 13). Pentingnya memilih parfum sesuai kepribadian, tampil lebih percaya diri dan
otentik. Msn. Https://www.msn.com/id-id/mode-dan gaya/parfum-dan-wewangian/pentingnya-memilih-
parfum-sesuai-kepribadian tampil-lebih-percaya-diri-dan-otentik/ar-aa1gcyus
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization,
taxonomy, validation, and future agenda. Journal of the academy of marketing science, 49(1), 51–70.
Https://doi.org/10.1007/s11747-020-00733-3
Maria, S., Pusriadi, T., Hakim, Y. P., & Darma, D. C. (2019). The effect of social media marketing, word of
mouth, and effectiveness of advertising on brand awareness and intention to buy. Jurnal manajemen
indonesia, 19(2), 107. Https://doi.org/10.25124/jmi.v19i2.2234
Medcom. (2023, December 29). Mykonos dan saff & co. Parfum anak negeri yang sukses gaet audiens di tiktok.
Medcom. Https://www.medcom.id/gaya/beauty/ob3z02jn-mykonos-dan-saff-co-parfum anak-negeri-
yang-sukses-gaet-audiens-di-tiktok
Moslehpour, M., Ismail, T., Purba, B., & Wong, W. K. (2022). What makes go-jek go in indonesia? The influences
of social media marketing activities on purchase intention. Journal of theoretical and applied electronic
commerce research, 17(1), 89–103. Https://doi.org/10.3390/jtaer17010005
Munir, T., & Watts, S. (2025). Power of social media influencers on brand awareness, value, and consumer
purchases. Spanish journal of marketing - esic. Https://doi.org/10.1108/sjme-02-2024-0030
Putra, M. T. (2024, November 22). Fakta dibalik wanginya parfum. Https://laruna.id/fakta-dibalik-wanginya-
parfum
Putri, A. S. (2025, March 22). Cara memilih parfum yang tepat untuk setiap kesempatan. Fimela.com.
Redaksi. (2025, January 15). Parfum dan indonesia: menggali peluang dari keunikan dan kekayaan lokal.
Krajan.id. Parfum dan indonesia: menggali peluang dari keunikan dan kekayaan local
Salvation, M. D., & Sorooshian, S. (2018). The role of social media marketing and product involvement on
consumers’ purchase intentions of smartphones.
Sekaran, U., & Bougie, R. (2016). Research methods for business - a skill building approach seventh edition.
Statista. (2025, February 1). Fragrances-indonesia. Https://www.statista.com/outlook/cmo/beauty-personal
care/fragrances/indonesia
Suhairi, Siregar, S. I., Nurhadiah, Leli, N., & Handayani, R. T. (2023). Jurnal mirai management pemanfaatan
media sosial sebagai alat komunikasi massa dalam memperluas jangkauan dan meningkatkan interaksi
dengan konsumen. Jurnal mirai management, 8(2), 436–444.
Syaihu, A. (2024, June 16). Industri parfum lokal indonesia: peluang dan tantangan . Kompasiana.
Tasya, R., Putri, A., Nurhaqiqi, (2024). Digital marketing communication strategy for local perfume brand hmns
@hmns.id. Jurnal komunikasi dan penyiaran islam, 8(1), 92–101.
Viliaus, J., & Matusin, I. O. (2023). Pengaruh social media marketing, brand awareness, brand engagement
terhadap purchase intention. Jurnal ekonomi trisakti, 3(1), 1765–1774.
Https://doi.org/10.25105/jet.v3i1.16157
Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand
equity and purchase intention for fashion brands. Cogent business and
Https://doi.org/10.1080/23311975.2022.2143308
Zakia, E. (2025, May 26). Pengguna media sosial tembus 5 miliar di 2025. Good stats.
Https://data.goodstats.id/statistic/pengguna-media-sosial-tembus-5-miliar-di 2025-5rzpr
Zeqiri, J., Koku, P. S., Dobre, C., Milovan, A. M., Hasani, V. V., & Paientko, T. (2024). The impact of social
media marketing on brand awareness, brand engagement and purchase intention in emerging economies.
Marketing intelligence and planning. Https://doi.org/10.1108/mip-06-2023-0248