Faktor-Faktor yang Memengaruhi Purchase Intention Produk Glad2Glow di Jakarta
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand image, ewom dan social media marketing terhadap purchase intention produk Glad2Glow di Jakarta. Metode penelitian ini menggunakan pendekatan kuantitatif dengan teknik convenience sampling, yang melibatkan 150 orang sebagai sampel. Analisis data dilakukan menggunakan model PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa brand image berpengaruh secara positif dan signifikan terhadap purchase intention, ewom berpengaruh secara positif dan signifikan terhadap purchase intention, serta social media marketing tidak dapat mempengaruhi purchase intention secara positif dan signifikan. Temuan ini dapat memberikan implikasi bagi brand Glad2Glow untuk meningkatkan pemasaran media sosial mereka dengan mencari informasi mengenai tren yang sedang viral di media sosial untuk meningkatkan niat beli masyarakat umum terhadap produk Glad2Glow melalui social media marketing.
This study aims to determine the effect of brand image, ewom and social media marketing on the purchase intention of Glad2Glow products in Jakarta. This research method uses a quantitative approach with convenience sampling technique, involving 150 people as samples. The results showed that brand image has a positive and significant effect on purchase intention, ewom has a positive and significant effect on purchase intention, and social media marketing cannot positively and significantly influence purchase intention. These findings can provide implications for the Glad2Glow brand to improve their social media marketing by seeking information about trends that are going viral on social media to increase the general public's purchase intention for Glad2Glow products through social media marketing.
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