Faktor – Faktor yang Memengaruhi Intensi Pembelian pada Produk Kosmetik Dear Me Beauty
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Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh E-WOM, pemasaran media sosial, dan citra merek terhadap intensi pembelian, juga menguji peran citra merek sebagai mediasi pengaruh E-WOM dan pemasaran media sosial terhadap intensi pembelian. Metode purposive sampling digunakan untuk mengumpulkan sampel penelitian, yang terdiri dari 210 responden yang merupakan masyarakat DKI Jakarta yang mengetahui atau pernah melihat produk kosmetik Dear Me Beauty di media sosial. Aplikasi SmartPLS versi 4 digunakan untuk mengolah data menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa E-WOM, pemasaran media sosial, dan citra merek berpengaruh positif dan signifikan terhadap intensi pembelian. E-WOM dan pemasaran media sosial juga memengaruhi citra merek secara positif dan signifikan. Selanjutnya, citra merek dapat memediasi pengaruh E-WOM dan pemasaran media sosial terhadap intensi pembelian secara positif dan signifikan, maka dari itu mediasi terjadi secara parsial.
The aim of this research is to examine the influence of E-WOM, social media marketing, and brand image on purchasing intentions, as well as testing the role of brand image as a mediating influence of E-WOM and social media marketing on purchasing intentions. The purposive sampling method was used to collect the research sample, which consisted of 210 respondents who were residents of DKI Jakarta who knew or had seen Dear Me Beauty cosmetic products on social media. The SmartPLS version 4 application is used to process data using the SEM-PLS method. The research results show that E-WOM, social media marketing, and brand image have a positive and significant effect on purchase intentions. E-WOM and social media marketing also influence brand image positively and significantly. Furthermore, brand image can mediate the influence of E-WOM and social media marketing on purchase intentions positively and significantly, therefore mediation occurs partially.
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