Pengaruh Brand Awareness, Perceived Quality, dan E-Wom terhadap Purchase Intention Produk Cetaphil di Jakarta
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Abstract
Dengan meningkatnya persaingan dalam industri perawatan kulit, penting untuk memahami faktor-faktor yang memengaruhi niat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, perceived quality, dan electronic word of mouth (E-WOM) terhadap purchase intention pada produk Cetaphil di Jakarta. Penelitian ini menggunakan survei, dimana data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen Cetaphil di Jakarta. Responden dipilih menggunakan metode purposive sampling. Analisis data dilakukan menggunakan SEM-PLS untuk mengetahui pengaruh antara variabel independen (brand awareness, perceived quality, dan E-WOM) dengan variabel dependen (purchase intention). Hasil penelitian menunjukkan bahwa brand awareness, perceived quality, dan E-WOM memiliki pengaruh positif dan signifikan terhadap purchase intention produk Cetaphil di Jakarta. Dari ketiga variabel tersebut, E-WOM memiliki pengaruh paling dominan dalam meningkatkan niat beli konsumen. Temuan ini memberikan implikasi bagi strategi pemasaran Cetaphil, di mana perusahaan dapat lebih fokus pada peningkatan kualitas produk dan memperkuat strategi komunikasi digital untuk memperluas cakupan word of mouth secara elektronik.
Increasing competition in the skin care industry, it is important to understand the factors that influence consumer purchase intentions. This study aims to analyze the influence of brand awareness, perceived quality, and electronic word of mouth (E-WOM) on purchase intention for Cetaphil products in Jakarta. With increasing competition in the skincare industry, it is crucial to understand the factors influencing consumer purchase intention. This research employs a quantitative approach using a survey method, where data were collected through questionnaires distributed to Cetaphil consumers in Jakarta. Respondents were selected using a purposive sampling method. Data analysis was conducted using SEM-PLS to examine the influence between the independent variables (brand awareness, perceived quality, and E-WOM) and the dependent variable (purchase intention). The results reveal that brand awareness, perceived quality, and E-WOM have a positive and significant effect on purchase intention for Cetaphil products in Jakarta. Among these variables, E-WOM has the most dominant influence in enhancing consumer purchase intention. These findings have implications for Cetaphil's marketing strategy, suggesting that the company should focus on improving product quality and strengthening digital communication strategies to expand the reach of electronic word of mouth.
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