Faktor-Faktor yang Memengaruhi Intensi Pembelian Produk Perawatan Kulit di Jakarta Barat
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Abstract
Peningkatan pada industri kecantikan mendorong perusahaan perawatan kulit mengembangkan strategi untuk memahami intensi pembelian konsumen, seiring evolusi dunia digital. Pertumbuhan pada industri ini juga berkontribusi pada meningkatnya intensi pembelian dalam produk kecantikan. Tujuan dari penelitian ini adalah untuk menguji apakah terdapat pengaruh antara E-WOM, pemasaran influencer, kesadaran merek, dan loyalitas merek terhadap intensi pembelian pada produk perawatan kulit di Jakarta Barat. Populasi dalam penelitian ini ialah individu yang berdomisili di Jakarta Barat dan mengetahui produk perawatan kulit. Penelitian ini menggunakan metode deskriptif kuantitatif dengan data primer dan pendekatan dari segi jangka waktu (time horizon) berupa cross-sectional. Pengambilan data diperoleh dengan kuesioner yang disebarkan secara online melalui media sosial dengan metode non-probability sampling dan teknik purposive sampling. Total responden yang terkumpul sebanyak 153 dan sampel yang digunakan dalam penelitian ini adalah 140 responden yang telah memenuhi kriteria. Pengolahan data menggunakan bantuan perangkat lunak SmartPLS dengan analisis Structural Equation Model (SEM) pada SmartPLS 4, Tingkat signifikansi diukur melalui prosedur bootstrapping. Hasil penelitian ini menunjukan bahwa E-WOM, kesadaran merek dan loyalitas merek memiliki pengaruh positif dan signifikan terhadap intensi pembelian produk perawatan kulit di Jakarta Barat dan pemasaran influencer memiliki pengaruh positif dan tidak signifikan terhadap intensi pembelian produk perawatan kulit di Jakarta Barat.
The rise of the beauty industry is prompting skincare companies to develop strategies for understanding consumer purchase intentions in an increasingly digital landscape. This growth in the industry also contributes to a heightened interest in beauty products. The aim of this study is to examine the influence of electronic word-of-mouth (E-WOM), influencer marketing, brand awareness, and brand loyalty on the purchase intentions of skincare products in West Jakarta. The target population for this study includes individuals who live in West Jakarta and are either familiar with skincare products. This research employs a quantitative descriptive method, utilizing primary data collected through a cross-sectional approach. Data was gathered via online questionnaires distributed through social media, using a non-probability sampling method and purposive sampling technique. A total of 153 responses were collected, but the sample used for analysis consisted of 140 respondents who met the study criteria. Data processing was conducted using SmartPLS software, applying Structural Equation Model (SEM) analysis with SmartPLS 4. The significance level was assessed through the bootstrapping procedure. The findings indicate that E-WOM, brand awareness, and brand loyalty have a positive and significant impact on the purchase intentions for skincare products in West Jakarta, along with the influence of marketing strategies.
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