Pengaruh Citra Merek Dan Electronic Word Of Mouth Terhadap Minat Beli Produk Kecantikan Wardah

Janah, Novia Roudhlotul; Suswardji, Edi

doi:10.31539/costing.v4i2.1729

Cited by 5 publications

(4 citation statements)

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“…The results of other studies that prove that brand image variables have an impact on purchase intention, include research conducted by: (Ardiansyah, 2018), (Andrew, 2019), (Wirayanthy & Santoso, 2019), (Anwar & Dodi, 2020), (Then & Johan, 2021, (Tsabitah & Anggraeni, 2021), (Gunawan & Herdinata, 2021), (Ningsih & Pradanawati, 2021), (Janah & Suswardji, 2021), (Rusmiyati & Hartono, 2022).…”

Section: The Effect Of Brand Image On Purchase Intentionmentioning

confidence: 99%

Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review)

Hidayat,

Menhard,

Chintya Ones Charli

et al. 2023

DIJEFA

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This literature survey article discusses the impact of brand image and advertising on purchase intent and decision making with the aim of generating research hypotheses about the effects between variables that can be used in further research. The method of writing this literature review is a library research method derived from online media such as Google Scholar, Mendeley, and other online media. The results of this literature search are: 1) Brand image influences purchase intention. 2) Advertising influences purchase intent. 3) Brand image influences purchasing decisions. 4) Advertising influences purchasing decisions. 5) Purchase intent influences purchase decisions. It is hoped that future researchers will be able to add or study other variables that influence interest and purchase decisions, such as price, product quality, service quality, brand ambassadors, and trust.

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Section: The Effect Of Brand Image On Purchase Intentionmentioning

confidence: 99%

Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review)

Hidayat,

Menhard,

Chintya Ones Charli

et al. 2023

DIJEFA

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“…Citra merek merupakan salah satu asset bagi perusahaan, karena dengan adanya citra merek tersebut akan memberikan dampak kepada persepsi konsumen dimana konsumen akan memiliki kesan positif terhadap merek tersebut (Raharjo & Mulyanto, 2018). Konsumen yang mempunyai citra positif terhadap merek cenderung memilih merek tersebut dalam pembelian.…”

Section: Citra Merekunclassified

Peran Mediasi Citra Merek Antara Electronic Word of Mouth (E-Wom) Dan Minat Beli Konsumen Produk Kosmetik Di Tokopedia

Novianti¹,

Hardilawati²,

S³

2022

JIMEK

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This study aims to determine and analyze the Mediating Role of Brand Image Between Electronic Word Of Mouth (E-Wom) and Consumer Purchase Interest of Cosmetic Products at Tokopedia. This research is a quantitative research with a research sampling method, namely the Nonprobability sampling method. The sample used is 100 who have made a purchase of cosmetics at Tokopedia. The results showed that e-wom had a positive and significant effect on buying interest. The brand image variable has a positive but not significant effect. The results of this study that e-wom has a significant and significant effect on brand image, while the mediation regression test concludes that e-wom mediates brand image on buying interest. These results mean that when consumers get positive information about a cosmetic product from other consumers who have used a product before on the internet. Consumers believe that they choose the right product, so that consumer interest in making purchases is getting bigger.

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“…This makes consumers must consider well before making a purchase decision to get the desired product or service. According to Janah &;Suswardji (2021), buying interest is an activity carried out by consumers in assessing a product before making a purchase decision. According to Maulana & Mulyanto (2018), there are four factors that influence consumer buying interest, including attention, interest, desire, and conviction.…”

Section: Introductionmentioning

confidence: 99%

The Effect of eWOM and Price on Brand Image and Consumer Buying Interest of Somethinc in E-Commerce

Jihan,

Albari

2023

JER

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This study aims to explain the influence of eWOM and price on brand image and purchase intention of Somethinc products in e-commerce. The research method used in this study is a quantitative approach through online questionnaire distribution, obtaining 220 respondents. The number of respondents was obtained using convenience sampling techniques based on specific criteria. The data analysis was conducted using PLS-SEM. The results of this study indicate that eWOM and price variables have a positive and significant influence on brand image, and the variables eWOM, price, and brand image also have a positive and significant influence on purchase intention. This research can contribute to the literature on purchase intention by considering the variables of eWOM, price, and brand image. For companies, the findings can be taken into consideration to strengthen relationships with consumers through e-commerce.

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Pengaruh Citra Merek Dan Electronic Word Of Mouth Terhadap Minat Beli Produk Kecantikan Wardah

Cited by 5 publications

References 0 publications

Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review)

Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review)

Peran Mediasi Citra Merek Antara Electronic Word of Mouth (E-Wom) Dan Minat Beli Konsumen Produk Kosmetik Di Tokopedia

The Effect of eWOM and Price on Brand Image and Consumer Buying Interest of Somethinc in E-Commerce

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