Pengaruh EWOM, Kesadaran Merek, Citra Merek terhadap Intensi Pembelian Konsumen Produk Perawatan Kulit di Jakarta
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui apakah terdapat pengaruh positif yang diberikan oleh variabel electronic word of mouth, kesadaran merek, dan citra merek terhadap niat beli konsumen produk perawatan kulit yang berdomisili di Jakarta. Populasi dari penelitian ini adalah masyarakat yang berdomisili di Jakarta yang menggunakan produk perawatan kulit. Pengambilan data dengan kuesioner online (google form) yang disebarkan melalui media sosial dengan teknik nonprobability sampling dan convenience sampling. Sampel yang terkumpul sebanyak 215 sampel yang kemudian digunakan dalam penelitian ini. Data dianalisis dengan menggunakan metode kuantitatif dimana terdapat tiga hipotesis yang diuji menggunakan PLS-SEM yang dikalkulasi dengan software SmartPLS 3, tingkat signifikansi diukur melalui prosedur bootstrapping. Hasil yang didapatkan dari penelitian ini adalah adanya pengaruh positif dari variabel electronic word of mouth, kesadaran merek, dan citra merek terhadap intensi pembelian konsumen produk perawatan kulit di Jakarta.
The purpose of this study was to determine whether there is a positive influence given by the variables electronic word of mouth, brand awareness, and brand image on the purchase intention of consumers of skin care products who are domiciled in Jakarta. The population of this study is people who live in Jakarta and using skin care products. The research questionnaire was made using google form, distributed through social media using non-probability sampling and convenience sampling techniques. The samples collected were 215 samples which were then used in this study. The data were analyzed using quantitative methods where there were three hypotheses tested using PLS-SEM which were calculated with SmartPLS 3 software, the level of significance was measured through the bootstrapping procedure. The results obtained from this study are the positive influence of the electronic word of mouth, brand awareness, and brand image on the purchase intention of consumers of skin care products in Jakarta.
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