Pengaruh Kesadaran Merek, Loyalitas Merek, dan Kualitas yang Dapat Dirasakan untuk Memprediksi Minat Beli
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Abstract
Tujuan dari penelitian ini adalah untuk menguji kesadaran merek, loyalitas merek, dan kualitas yang dapat dirasakan dapat mempengaruhi minat beli produk skincare Scarlett Whitening di Jakarta. Populasi dalam penelitian ini adalah konsumen yang membeli dan menggunakan produk perawatan kulit (skincare) Scarlett Whitening di Jakarta. Sampel pada penelitian ini sebanyak 100 responden dengan menggunakan metode non probability sampling dengan teknik convenience sampling. Teknik pengumpulan data yang dilakukan dalam penelitian ini menggunakan kuesioner yang disebarkan melalui sosial media. Software yang digunakan dalam penelitian ialah SmartPLS v.3.2.2 dan analisis dengan PLS-SEM. Hasil dari penelitian ini menghasilkan variabel kesadaran merek dan loyalitas merek memiliki pengaruh positif dan signifikan terhadap minat beli pelanggan yang membeli dan menggunakan produk perawatan kulit (skincare) Scarlett Whitening di Jakarta. Hasil dari penelitian ini juga menyatakan variabel kualitas yang dapat dirasakan memiliki pengaruh positif tetapi tidak signifikan terhadap minat beli pelanggan yang membeli dan menggunakan produk perawatan kulit (skincare) Scarlett Whitening di Jakarta.
The purpose of this study was to examine brand awareness, brand loyalty, and perceived quality that could influence purchase intention in Scarlett Whitening skincare products in Jakarta. The population in this study are consumers who buy and use Scarlett Whitening skin care products in Jakarta. The sample in this study was 100 respondents using a non-probability sampling method with a convenience sampling technique. The data collection technique used in this study used a questionnaire distributed through social media. The software used in this research is SmartPLS v.3.2.2 and analysis using PLS-SEM. The results of this study indicate that the variables of brand awareness and brand loyalty have a positive and significant influence on the purchase intention of customers who buy and use Scarlett Whitening skin care products in Jakarta. The results of this study also state that the perceived quality variable has a positive but not significant effect on the purchase intention of customers who buy and use Scarlett Whitening skin care products in Jakarta.
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