Faktor-Faktor yang Memengaruhi Niat Pembelian Pengikut Media Sosial Produk Skincare di Jakarta

Abstract

The purpose of this research is to verify the positive and significant influences of e-wom, social media marketing, and brand image on the purchase intention of skincare product “S”. This research use distributing questionnaire survey method. The number object of this research is 200 respondents with the following characteristics; followers of the skincare brand “S” on social media, domiciled in Jakarta and aged around 17-60 years. Then, the researcher used SPSS software version 26 as a tool to verify the validity of Exploratory Factor Analysis and Cronbach’s Alpha, and AMOS software version 26 which is a program to analyze Structural Equation Model (SEM) and examine the validity of Confirmatory Factor Analysis and hypothesis testing. Based on the test performed, this research showed that e-wom on purchase intention has no significant influence, e-wom has a positive and significant influence on brand image, social media marketing has a positive and significant influence on brand image, social media marketing has a positive and significant influence on purchase intention, and brand image has a positive and significant influence on purchase intention.

Tujuan dari penelitian ini adalah untuk menguji pengaruh positif dan signifikan e-wom, social media marketing, brand image terhadap purchase intention produk skincare “S”. Penelitian ini menggunakan metode survei dengan menyebarkan kuesioner. Objek dari penelitian ini yaitu 200 responden dengan karakteristik; pengikut sosial media produk skincare “S”, berdomisili di Jakarta, dan berusia sekitar 17-60 tahun. Lalu, peneliti menggunakan software SPSS versi 26 sebagai alat untuk menguji validitas Exploratory Factor Analysis dan Cronbach’s Alpha, dan software AMOS versi 26 yaitu suatu program untuk menganalisis Structural Equation Model (SEM) untuk melakukan validitas Confirmatory Factor Analysis dan uji hipotesis.  Berdasarkan uji yang telah dilakukan, penelitian ini menunjukkan bahwa e-wom terhadap purchase intention tidak ada pengaruh signifikan, e-wom terhadap brand image positif dan signifikan, social media marketing terhadap brand image positif dan signifikan, social media marketing terhadap purchase intention positif dan signifikan dan brand image terhadap purchase intention positif dan signfikan.