Faktor-Faktor yang Memengaruhi Keputusan Pembelian Merek Kosmetik Rosé All Day

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Published: Jul 28, 2024
DOI: https://doi.org/10.24912/jmk.v6i3.31587
Keywords:
beauty influencer citra merek persepsi harga keputusan pembelian brand image price perceptions purchase decisions

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Bellinda Budiman
Universitas Tarumanagara
Yenny Lego
Universitas Tarumanagara

Abstract

Industri kecantikan di Indonesia saat ini memiliki perkembangan yang pesat. Adanya perkembangan yang pesat, menimbulkan banyak merekkosmetik lokal yang diluncurkan dan berlomba-lomba untuk menciptakan inovasi produk yang baru. Tujuan dari penelitian ini adalah untuk mengetahui apakah beauty influencer, citra merek, dan persepsi harga dapat memengaruhi keputusan pembelian produk Rosé All Day pada mahasiswiFakultas Ekonomi dan Bisnis Universitas Tarumanagara di Jakarta. Sebanyak 178 responden berhasil dikumpulkan dengan menggunakan onlinekuesioner. Pengambilan sampel pada penelitian ini dilakukan dengan menggunakan metode non-probability sampling dan dengan teknik purposivesampling. Data yang telah dikumpulkan kemudian diolah dengan menggunakan program SmartPLS 4.0. Dilakukan pengujian validitas konvergenmenggunakan uji Outer Loadings dan uji Average Variance Extracted (AVE). Pengujian validitas diskriminan dilakukan dengan menggunakan uji Fornell-Larcker dan analisis Cross Loadings. Pengujian reliabilitas dilakukan dengen menggunakan uji Cronbach’s Alpha dan Composite Reliability. Hasil dari penelitian ini menunjukkan bahwa citra merek dan persepsi harga memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian produk Rosé All Day pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Tarumanagara di Jakarta. Namun, beauty influencer memiliki pengaruh yang positif tapi tidak signifikan terhadap keputusan pembelian produk Rosé All Day pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Tarumanagara di Jakarta.
 

The beauty industry in Indonesia is currently developing rapidly. This rapid development has resulted in many local cosmetic brands being launchedand competing to create new product innovations. The aim of this research is to find out whether beauty influencers, brand image and price perceptions can influence the decision to purchase Rosé All Day products among female students at the Faculty of Economics and Business,Tarumanagara University in Jakarta. A total of 178 respondents were collected using an online questionnaire. Sampling in this research was carried out using a non-probability sampling method and a purposive sampling technique. The data that has been collected is then processed using theSmartPLS 4.0 program. Convergent validity testing was carried out using the Outer Loadings test and the Average Variance Extracted (AVE) test. Discriminant validity testing was carried out using the Fornell- Larcker test and Cross Loadings analysis. Reliability testing was carried out usingCronbach's Alpha and Composite Reliability tests. The results of this research show that brand image and price perception have a positive and significant influence on purchasing decisions for Rosé All Day products among female students at the Faculty of Economics and Business, Tarumanagara University in Jakarta. However, beauty influencers have a positive but not significant influence on the decision to purchase Rosé All Day products among female students at the Faculty of Economics and Business, Tarumanagara University in Jakarta.

Article Details

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Vol. 6 No. 3 (2024): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Bellinda Budiman, Universitas Tarumanagara

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

Yenny Lego, Universitas Tarumanagara

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

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