Faktor-Faktor yang Mempengaruhi Purchase Intention Pelanggan Skintific di Jakarta

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Published: Apr 30, 2024
DOI: https://doi.org/10.24912/jmk.v6i2.29838
Keywords:
e-wom perceived quality brand awareness purchase intention

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Gita Carbella
Universitas Tarumanagara
Carunia Mulya Firdausy
Universitas Tarumanagara

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh E-WOM, perceived quality, dan brand awareness terhadap purchase intention pada produk Skintific di Jakarta. Penelitian ini menggunakan metode deskriptif dengan data primer. Data diperoleh dengan kuesioner yang disebarkan secara online melalui media sosial dengan teknik non-probability sampling dan purposive sampling. Populasi dalam penelitian ini adalah individu yang mengetahui produk atau merek dan pelanggan Skintific di Jakarta. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Data dianalisis dengan Structural Equation Modeling (SEM) dan dikalkulasi menggunakan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: E-WOM memiliki pengaruh positif dan signifikan terhadap purchase intention. Perceived quality memiliki pengaruh positif dan signifikan terhadap purchase intention. Brand awareness memiliki pengaruh yang positif dan signifikan terhadap purchase intention pelanggan Skintific di Jakarta.
 

The purpose of this research was to determine the effect of E-WOM, perceived quality and brand awareness on purchase intention of Skintific product in Jakarta. This research used descriptive method with primary data. Data were collected using questionnaires and distributed online via social media using non-probability sampling techniques and purposive sampling. The population are individuals who know the product or brand and customers of Skintific in Jakarta. The sample used in this study are 200 respondents. Data were analyzed using structural equation modeling (SEM) and calculated using SmartPLS 4 software. The results of this research indicate that: E-WOM has a positive and significant effect on purchase intention. Perceived quality has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on purchase intention of Skintific customers in Jakarta.

Article Details

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Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
Section
Articles
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Author Biographies

Gita Carbella, 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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