Faktor-Faktor yang Mempengaruhi Purchase Intention Pelanggan Produk Kecantikan Love Beauty and Planet di Jakarta Barat

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Published: Jul 30, 2023
DOI: https://doi.org/10.24912/jmk.v5i3.25335
Keywords:
brand trust perceived value brand attitude purchase intention

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Anita Carolina Lombongkaehe
Universitas Tarumanagara
Carunia Mulya Firdausy
Universitas Tarumanagara

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang memengaruhi purchase intention pelanggan produk kecantikan Love Beauty and Planet di Jakarta Barat. Teknik pemilihan sampel yang digunakan pada penelitian ini adalah purposive sampling. Jumlah sampel yang terpilih sebanyak 120 responden namun hanya 112 data yang dapat digunakan sesuai kriteria. Pengolahan data penelitian menggunakan SmartPLS. Kriteria dalam sampel penelitian ini adalah calon pelanggan yang meminta membeli produk Love Beauty and Planet yang berdomisili di Jakarta Barat. Hasil dari penelitian ini menemukan bahwa brand trust dan brand attitude merupakan faktor yang berpengaruh positif dan signifikan terhadap purchase intention  konsumen Love Beauty and Planet di Jakarta Barat. Sedangkan perceived value tidak memiliki pengaruh positif dan signifikan terhadap purchase intention  konsumen Love Beauty and Planet di Jakarta Barat. Oleh karena itu, PT Unilever sebagai perusahaan penghasil produk Love Beauty and Planet perlu memberikan perhatian besar menjaga brand trust dan brand attitude agar purchase intensi  konsumen Love Beauty and Planet di Jakarta Barat meningkat.
 

The purpose of this research is to find out the factors that influence customer purchase intention of Love Beauty and Planet beauty products in West Jakarta. The sample selection technique used in this study was purposive sampling. The number of samples selected was 120 respondents, but only 112 data could be used according to the criteria. Research data processing using SmartPLS. The criteria in this research sample are prospective customers who ask to buy Love Beauty and Planet products who are domiciled in West Jakarta. The results of this study found that brand trust and brand attitude are factors that have a positive and significant influence on the purchase intention of Love Beauty and Planet consumers in West Jakarta. Meanwhile, perceived value does not have a positive and significant influence on the purchase intention of Love Beauty and Planet consumers in West Jakarta. Therefore, PT Unilever as a company producing Love Beauty and Planet products needs to pay great attention to maintaining brand trust and brand attitude so that the purchase intention of Love Beauty and Planet consumers in West Jakarta increases.

Article Details

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Vol. 5 No. 3 (2023): Jurnal Manajerial dan Kewirausahaan
Section
Articles
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Author Biographies

Anita Carolina Lombongkaehe, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Carunia Mulya Firdausy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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