PENGUJIAN FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION SECONDATE

Canny Canny, Hetty Karunia Tunjungsari
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Abstract

Tujuan dari penelitian ini untuk mengetahui faktor-faktor yang mempengaruhi purchase intention produk kosmetik Korea merek Secondate. Variabel yang diteliti meliputi firm generated content, brand awarenesss, eWOM, brand loyalty, serta purchase intention. Terdapat 200  responden produk Secondate di Jabodetabek yang berpartisipasi dalam survei yang dilakukan secara online. Hasil dari penelitian ini menunjukkan bahwa brand loyalty dan brand awareness dapat memediasi pengaruh firm generated content pada purchase intention, namun eWOM tidak terbukti memiliki peran mediasi dalam pengaruh firm generated content pada purchase intention. Secara teoretis hasil penelitian ini memiliki implikasi dalam pengembangan literatur bidang pemasaran pada era digital. Adapun implikasi praktis hasil penelitian ini dapat dimanfaatkan bagi pemasar dalam menyusun strategi pemasaran digital, khususnya dalam pemasaran di media sosial dengan memanfaatkan firm generated content

 

The purpose of this study was to examine factors affecting purchase intention of Korean cosmetic products under the Secondate brand. Research variables consist of  firm generated content, brand awareness, eWOM, brand loyalty, and purchase intention. There are 200 Secondate respondents in Greater Jakarta who participated in the online survey. The results of this study indicate that brand loyalty and brand awareness have mediating effect in the relationship between firm generated content and purchase intention, however, eWOM had no mediating effect in the relationship between firm generated content and purchase intention. Theoretically, the results of this study have implications in the development of marketing literature in the digital era. The practical implications of the study can be used for marketers in developing digital marketing strategies, especially on social media marketing by utilizing firm generated content.

Keywords

media sosial; konten; merek; intensi pembelian; pemasaran digital; social media; content; brand; intention; digital marketing.

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