Citra Merek, Electronic Word of Mouth, dan Faktor Kualitas Produk terhadap Keputusan Pembelian Skincare Azarine
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Abstract
Persaingan yang semakin ketat di industri perawatan kulit, merek lokal harus terus meningkatkan kualitas produk, strategi pemasaran, dan penggunaan teknologi agar tetap kompetitif. Tujuan penelitian ini adalah untuk mengetahui bagaimana citra merek, electronic word of mouth, dan kualitas produk memengaruhi keputusan konsumen di Jakarta untuk membeli produk perawatan kulit Azarine. Penelitian yang mempelajari Azarine atau merek lokal yang telah mengalami pertumbuhan yang signifikan masih terbatas. Penelitian ini penting karena Azarine menghadapi tantangan dalam mempertahankan kepercayaan pelanggan di tengah persaingan global dan ekspektasi yang meningkat terhadap produk lokal yang bersaing di pasar global. Penelitian ini dilakukan menggunakan pendekatan kuantitatif dengan mengambil 160 responden di Jakarta sebagai sampel. Pengumpulan data dilakukan secara langsung melalui kuesioner yang menggunakan teknik non-probability sampling dengan metode purposive sampling. Data yang diperoleh kemudian dianalisis menggunakan metode SEM-PLS pada SmartPLS versi 4.0 untuk menguji hubungan antara variabel. Hasil data penelitian ini menunjukkan bahwa terdapat citra merek, electronic word of mouth dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Dapat diharapkan produk perawatan kulit Azarine untuk meningkatkan citra merek, memanfaatkan electronic word of mouth melalui platform digital, dan meningkatkan kualitas produk untuk memenuhi ekspektasi pelanggan dan mempertahankan kepercayaan pelanggan.
The increasingly competitive skin care industry requires local brands to continuously improve product quality, marketing strategies, and the use of technology to stay competitive. The aim of this research is to understand how brand image, electronic word of mouth, and product quality influence consumer purchase decisions in Jakarta for Azarine skin care products. Research on Azarine or local brands that have experienced significant growth is still limited. This study is important because Azarine faces challenges in maintaining customer trust amidst global competition and the rising expectations for local products to be competitive in the global market. This research employs a quantitative approach, using a sample of 160 respondents in Jakarta. Data collection was carried out directly through a questionnaire using a non-probability sampling technique with purposive sampling method. The data obtained were then analyzed using the SEM-PLS method on SmartPLS version 4.0 to test the relationships between variables. The results of this study indicate that brand image, electronic word of mouth, and product quality have a positive and significant effect on purchase decisions. It is expected that Azarine skin care products will enhance brand image, leverage electronic word of mouth through digital platforms, and improve product quality to meet customer expectations and maintain customer trust.
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