THE INFLUENCE OF INFLUENCER MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS (STUDY ON CONSUMERS OF POND'S PRODUCTS IN SEMARANG CITY) - Jessica Novin Prananda Putri; Sari Listyorini; Agung Budiatmo (Jurnal Ilmu Administrasi Bisnis, 2023)
Kecantikan merupakan suatu kebutuhan yang dapat diwujudkan dengan menggunakan produk perawatan. Kebutuhan tersebut menyebabkan persaingan produk perawatan meningkat sehingga pertumbuhan penjualan sabun muka dan pelembab Pond’s di beberapa toko kosmetik Kota Semarang cenderung menurun. Penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing dan brand image terhadap keputusan pembelian produk Pond’s di Kota Semarang. Pengumpulan data dengan menyebarkan kuesioner di toko kosmetik yang mewakili wilayah Kota Semarang. Sampel penelitian ini sebanyak 100 responden pada konsumen toko kosmetik di Kota Semarang yang melakukan keputusan pembelian dan menggunakan sabun muka dan pelembab Pond’s. Penelitian ini menggunakan SPSS for Windows version 26.0 untuk uji validitas, uji reliabilitas, uji koefisien korelasi, uji koefisien determinasi, analisis regresi linier, dan uji signifikansi (uji t dan uji F). Hasil penelitian menunjukkan bahwa: (1) influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) brand image berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) influencer marketing dan brand image secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan hasil penelitian, disarankan agar Pond’s menggunakan influencer yang memiliki keterkaitan di bidang kecantikan, menghasilkan konten yang kreatif dan menarik, memperhatikan kandungan produk, dan menginovasikan produk sesuai perkembangan kecantikan.Beauty is a need that can be realized by using care products. This need causes competition for care products to increase so that the sales growth of Pond's facial soap and moisturizer in several cosmetic stores in Semarang City tends to decline. This study aims to determine the influence of influencer marketing and brand image on purchasing decisions for Pond's products in Semarang City. Data collection by distributing questionnaires in cosmetic stores representing the Semarang City area. The sample of this study was 100 respondents to consumers of cosmetic stores in Semarang City who made purchasing decisions and used Pond's facial soap and moisturizer. This study used SPSS for Windows version 26.0 for validity test, reliability test, correlation coefficient test, determination coefficient test, linear regression analysis, and significance test (t test and F test). The results showed that: (1) influencer marketing has a positive and significant effect on purchasing decisions, (2) brand image has a positive and significant effect on purchasing decisions, (3) influencer marketing and brand image   simultaneously have a positive and significant effect on purchasing decisions. Based on the results of the study, it is recommended that Pond's use influencers who have ties in the field of beauty, produce creative and interesting content, pay attention to product content, and innovate products according to beauty developments.