The Influence Of Social Media Marketing And Instagram User Generated Content On Usage Decisions For @Eva_Twinny Make Up Services

Abstract

This study aims to explore the factors that influence the decision to use makeup services, focusing on social media marketing (X1) and user generated content (X2) as independent variables and use decisions (Y) as dependent variables for makeup services @eva_twinny. The era of the industrial revolution in Indonesia triggered increased business competition, especially in the makeup industry which developed along with trends and lifestyle changes. This quantitative study analyzes the impact of these two factors on consumer decisions, providing insight into business strategies in the beauty industry. Using primary data from a questionnaire to 107 Instagram subscribers @eva_twinny women, SPSS statistical analysis was used to explore the variable relationship. The results showed that these two factors had a positive and significant impact on the decision to use makeup services for 107 Instagram followers @eva_twinny, either partially or simultaneously. This analysis confirms that social media marketing and user generated content have a strong influence on consumer behavior in digital marketing. These two strategies independently and simultaneously have a significant influence in improving consumer decisions to use @eva_twinny services.