Faktor-Faktor yang Memengaruhi Intensi Pembelian Produk Perawatan Kulit Lokal di Jakarta
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Abstract
Tujuan dari penelitian ini adalah untuk menguji apakah terdapat pengaruh dari kesadaran jenama, asosiasi jenama, persepsi kualitas, dan loyalitas jenama terhadap intensi pembelian produk perawatan kulit lokal di Jakarta. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik convenience sampling dimana pengambilan sampel berdasarkan ketersediaan elemen dan kemudahan untuk mendapatkannya, selain itu hanya beberapa populasi yang dapat menjadi sampel pada penelitian ini karena terdapat kriteria untuk responden. Data pada penelitian ini diperoleh dari penyebaran kuesioner dalam bentuk Google form yang disebarkan kepada konsumen pengguna jenama produk perawatan kulit lokal pada generasi Z di Jakarta. Alat analisis data yang digunakan adalah Smart-PLS. Hasil dari penelitian ini dapat disimpulkan bahwa kesadaran jenama, asosiasi jenama, persepsi kualitas, dan loyalitas jenama terbukti berpengaruh secara positif dan signifikan terhadap intensi pembelian produk perawatan kulit lokal di Jakarta. Kesadaran jenama merupakan kemampuan konsumen untuk mengingat merek, asosiasi jenama merupakan persepsi positif/negatif ketika mengingat merek, persepsi kualitas merupakan evaluasi pelanggan pada keunggulan merek, loyalitas jenama merupakan komitmen pelanggan pada merek, dan intensi pembelian merupakan evaluasi konsumen untuk memutuskan beli produk.
The purpose of this study was to examine whether there was an effect of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Purchase Intentions for Local Skin Care Products in Jakarta. The sampling technique used in this study is non-probability sampling with convenience sampling technique where sampling is based on the availability of elements and the ease of obtaining them, besides that only a few populations can be sampled in this study because there are criteria for respondents. The data in this study were obtained from distributing questionnaires in the form of Google Forms which were distributed to consumers who use local skin care product brands in Generation Z in Jakarta. The data analysis tool used is Smart-PLS. The results of this study can be concluded that brand awareness, brand associations, perceived quality, and brand loyalty have a positive and significant effect on consumer purchase intentions for local skin care products in Jakarta. Brand awareness is a consumer's ability to remember a brand, brand association is a positive/negative perception when remembering a brand, perceived quality is a customer's evaluation of the superiority of a brand, brand loyalty is a customer's commitment to the brand, and purchase intention is a consumer evaluation to decide to buy a product.
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