Pengaruh EWOM, Kesadaran Merek, Citra Merek terhadap Intensi Pembelian Konsumen Produk Perawatan Kulit di Jakarta

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui apakah terdapat pengaruh positif yang diberikan oleh variabel electronic word of mouth, kesadaran merek, dan citra merek terhadap niat beli konsumen produk perawatan kulit yang berdomisili di Jakarta. Populasi dari penelitian ini adalah masyarakat yang berdomisili di Jakarta yang menggunakan produk perawatan kulit. Pengambilan data dengan kuesioner online (google form) yang disebarkan melalui media sosial dengan teknik nonprobability sampling dan convenience sampling. Sampel yang terkumpul sebanyak 215 sampel yang kemudian digunakan dalam penelitian ini. Data dianalisis dengan menggunakan metode kuantitatif dimana terdapat tiga hipotesis yang diuji menggunakan PLS-SEM yang dikalkulasi dengan software SmartPLS 3, tingkat signifikansi diukur melalui prosedur bootstrapping. Hasil yang didapatkan dari penelitian ini adalah adanya pengaruh positif dari variabel electronic word of mouth, kesadaran merek, dan citra merek terhadap intensi pembelian konsumen produk perawatan kulit di Jakarta.
 
 The purpose of this study was to determine whether there is a positive influence given by the variables electronic word of mouth, brand awareness, and brand image on the purchase intention of consumers of skin care products who are domiciled in Jakarta. The population of this study is people who live in Jakarta and using skin care products. The research questionnaire was made using google form, distributed through social media using non-probability sampling and convenience sampling techniques. The samples collected were 215 samples which were then used in this study. The data were analyzed using quantitative methods where there were three hypotheses tested using PLS-SEM which were calculated with SmartPLS 3 software, the level of significance was measured through the bootstrapping procedure. The results obtained from this study are the positive influence of the electronic word of mouth, brand awareness, and brand image on the purchase intention of consumers of skin care products in Jakarta.

Country of Origin and Brand Awareness on Smartphone Purchase Decisions

“…According to Firmansyah in (Salam & Sukiman, 2021), brand awareness pertains to the capacity to identify or remember a brand. Moreover, Budiono and Slamet (2022) argue that brands that are known or familiar to consumers empirically demonstrate consumer intentions in making purchases compared to unfamiliar brands. This indicates that having brand awareness can influence purchase intentions among consumers, meaning that consumers are more inclined to make purchase decisions for familiar brands compared to unfamiliar ones.…”

“…According to Keller (2013) as cited in Wilson (2020), brand awareness ingrained in consumers' minds is a crucial aspect of company success in market. This notion is further emphasized by Wilson (1981) as cited in (Budiono & Slamet, 2022), stating that top-of-mind awareness is vital, as the deeper a brand's position in consumers' minds, the higher the likelihood of influencing their purchase decisions.…”

The Influence of e-WOM and Brand Image on Hotel Booking Intention in Jakarta: A Study of Generation Z

“…Online word of mouth, often known as e-WOM, refers to spreading information about a company's goods and services using electronic communication that will influence a person's purchasing decisions [7]. Another definition of e-WOM is customer reviews about products distributed to many people via the internet [8].…”