PENGARUH ELECTRONIC WORD-OF-MOUTH (EWOM) TERHADAP PURCHASE INTENTION MELALUI MEDIASI BRAND IMAGE PADA PENGIKUT INSTAGRAM SKINCARE LOKAL AZARINE

Destalia Adi Resmaya, - (2023) PENGARUH ELECTRONIC WORD-OF-MOUTH (EWOM) TERHADAP PURCHASE INTENTION MELALUI MEDIASI BRAND IMAGE PADA PENGIKUT INSTAGRAM SKINCARE LOKAL AZARINE. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Pesatnya perkembangan teknologi berperan dalam berkembangnya minat beli konsumen terhadap barang dan jasa. Informasi-informasi yang tersebar di media sosial berpotensi menjadi faktor munculnya purchase intention. Salah satu yang memanfaatkan social media marketing adalah industri kosmetik. penggunaan skincare di Indonesia mengalami peningkatan yang signifikan, namun muncul iklan skincare lokal yang tidak relevan serta banyak produk skincare luar negeri di Indonesia menjadi ancaman dalam keberlangsungan industri skincare di dalam negeri yang memengaruhi minat beli, sehingga banyak perusahaan yang menggunakan media sosial untuk memasarkan produk mereka. Peneliti melakukan penelitian mengenai electronic word-of-mouth yang dimediasi oleh Brand image terhadap Purchase intention followers Instagram Azarine sebagai salah satu Brand skincare lokal Indonesia. Pendekatan Kuantitatif jenis expalanatory research digunakan dalam penelitian ini dengan pengambilan sampel non-probability sampling dengan pemilihan sampel diambil dengan kriteria khusus sebanyak 350 responden yang merupakan followers dari akun Instagram Azarine. Pengumpulan data dilakukan menggunakan Kuesioner dan dianalisis untuk melihat pengaruh dari mediasi brand image menggunakan analisis jalur dengan menggunakan program IBM SPSS 25. Hasil dari penelitian ini adalah electronis word-of-mouth berpengaruh langsung terhadap brand image, Brand image berpengaruh langsung dan signifikan terhadap purchase intention, EWOM berpengaruh langsung dan signifikan terhadap purchase Intention dan electronic word-of-mouth berpengaruh secara tidak langsung terhadap Purchase intention melalui Brand Image. The rapid development of technology plays a role in the development of consumer buying interest in goods and services. Information spread on social media has the potential to become a factor in the emergence of purchase intention. One that utilizes social media marketing is the cosmetics industry. The use of skin care in Indonesia has increased significantly, but irrelevant local skincare advertisements have appeared and many foreign skincare products in Indonesia have become a threat to the sustainability of the domestic skincare industry because it affects buying interest, so many companies use social media to market their product. Researchers conducted research on electronic word-of-mouth mediated by the brand image on the purchase intention of Azarine's Instagram followers as one of Indonesia's local skincare brands. A quantitative Explanatory research type approach was used in this study by taking non-probability sampling with the selection of samples taken with special criteria of 350 respondents who are followers of Azarine's Instagram account. Data was collected using a questionnaire and analyzed to see the effect of brand image mediation using path analysis using the IBM SPSS 25 program. The results of this study are electronic word-of-mouth has a direct effect on brand image, brand image has a direct and significant effect on purchase intention, EWOM has a direct and significant effect on purchase intention and electronic word-of-mouth has an indirect effect on purchase intention through brand image.

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Syti Sarah Maesaroh: 6681118 Adi Prehanto: 6745739
Uncontrolled Keywords:	Electronic word-of-mouth, Brand Image, Purchase intention.
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Destalia Adi Resmaya
Date Deposited:	13 Oct 2023 03:44
Last Modified:	13 Oct 2023 03:44
URI:	http://repository.upi.edu/id/eprint/109222

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