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All Journal Jurnal Sains Student Research International Journal of Economics and Management Research
Tanti Widiya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE THE ORIGINOTE Tanti Widiya; Dedi Mulyadi; Sungkono Sungkono
JOURNAL SAINS STUDENT RESEARCH Vol. 2 No. 4 (2024): Agustus : Jurnal Sains Student Research
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jssr.v2i4.2048

Abstract

Brand image atau citra merek merupakan jenis asosiasi yang muncul di benak konsumen ketika mengingat suatu merek tertentu. Dalam era globalisasi dan persaingan bisnis yang semakin ketat, brand image atau citra merek menjadi salah satu aspek yang sangat penting bagi keberhasilan suatu produk di pasaran. Brand image mencerminkan persepsi konsumen terhadap suatu merek, termasuk kualitas, keandalan, dan nilai-nilai yang dikomunikasikan oleh merek tersebut. Dalam industri skincare, di mana produk-produk berbagai merek ditawarkan dengan beragam manfaat dan formulasi, citra merek dapat menjadi faktor penentu dalam keputusan pembelian konsumen. Penelitian ini bertuuan untuk mengetaui pengaru brand image terhadap keputusan pembelian konsumen di kalangan Mahasiswa Universitas Buana Perjuangan Karawang. Penelitian ini menggunakan metode kuantitatiif dengan metode analisis regresi linear sederhana. Penelitian ini dilakukan pada 30 responden Mahasiswa Universitas Buana Perjuangan Karawang yang pernah atau sedang menggunakan skincare The Originote. Dari hasil analisis ditemukan bahwa brand image berpengaruh signifikan terhadap keputusan pembelian.
The Role of Social Media Marketing and Electronic Word of Mouth (E-Wom) in Improving Brand Image and Moisturizer Purchase Decisions Glad2Glow Tanti Widiya; Citra Savitri; Syifa Pramudita Faddila
International Journal of Economics and Management Research Vol. 4 No. 2 (2025): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i2.351

Abstract

As skincare awareness has developed, Indonesia's beauty sector has expanded quickly. With a 5.1% market share, Glad2Glow uses social media marketing to rank third among the top-selling face moisturizer brands on Shopee and Tokopedia. This research explores the influence of social media marketing and electronic word-of-mouth on purchasing decisions for Glad2Glow moisturizer, with brand image serving as an intermediary factor. A quantitative approach with a verificative design was utilized. Data collection involved distributing surveys to 150 individuals who use Glad2Glow moisturizer. Purposive sampling techniques and non-probability sampling were mixed in the sample procedure. A partial least squares (PLS) framework in conjunction with structural equation modeling (SEM) was used to analyze the data. The findings demonstrate that, when brand image mediation is applied, there is no indirect correlation. The research findings indicate that social media marketing and electronic word of mouth have a positive impact on consumer purchasing decisions. Additionally, both factors also influence brand image. However, brand image as a mediator does not facilitate the effect of social media marketing or electronic word of mouth on purchasing decisions.
Co-Authors Citra Savitri Daniel Happy Putra Sungkono Sungkono Syifa Pramudita Faddila