Determinan Niat untuk Membeli Produk Skincare: Peran Mediasi dari Nilai yang Dipersepsikan
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Abstract
The purpose of this study is to examine the influence of social media marketing, brand image, E-WOM, and perceived value on intention to purchase as well as the mediating influence of perceived value on the influence of social media marketing and brand image on intention to purchase. This research is quantitative descriptive. Data was obtained using a purposive sampling method by distributing a Google form. The sample for this research was 160 Generation Z individuals (14-28 years old) who recognized the Azarine brand and lived in DKI Jakarta. Data analyzed using SmartPLS version 3 shows that social media marketing, brand image, E-WOM, and perceived value have a significant positive influence on intention to purchase. Perceived value was found to partially mediate the influence of brand image on intention to purchase, but did not mediate the influence of social media marketing on intention to purchase. This research suggests that Azarine should focus more on its social media marketing, strengthen its brand image, and utilize E-WOM as a marketing strategy to increase consumer’s intention to purchase.
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