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Electronic Word Of Mouth, Brand Image, Purchase Intention And Customer Purchase Decisions For Skinceuticals Users

8 citations0/0 files storedJurnal Ilmiah Manajemen Kesatuan

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Perception and Purchasing Behavior

Abstract

This research is a quantitative study with a causal relationship to determine the direct influence of electronic word of mouth, brand image, purchase intention and purchase decision as well as determine the indirect influence of electronic word of mouth, brand image, purchase intention and purchase decision on users of skinceuticals products. Data collection was carried out using the information gathering method through a survey with a questionnaire. The population in this study is someone who already uses skinceuticals products, regularly uses skinceuticals products, lives in Jabodetabek and is at least 20 years old. The sampling method used was non-probability sampling with purpose sampling technique. Based on the research results, 6 hypotheses can be accepted, namely Electronic of Mouth (E-WOM) influences brand image, Brand image influences purchasing intentions, Purchase intentions influence purchasing decisions and those that are not accepted Electronic of Mouth (E-WOM) influences purchasing intentions, Electronic of Mouth (E-WOM) influences purchasing decisions. Brand image influences purchasing decisions. Therefore, it is important for skin ceuticals to improve Electronic of Mouth which can improve purchasing decisions. The aim of this research is to determine the direct influence of Electronic word of mouth, brand image, purchase intention and purchase decision and also to determine the indirect influence of Electronic word of mouth, brand image, purchase intention and purchase decision shown to consumers who use skinceuticals products. Keywords: electronic word of mouth,brand image, purchase intention and purchase decision

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References

2017Handbook of Market Research 2019The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce 2020Pengaruh Kepercayaan Pelanggan Dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening 2022eWOM via the TikTok application and its influence on the purchase intention of somethinc products 2020Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen 2020Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar)2020Customer Purchase Decision Model, Supply Chain Management and Customer Satisfaction: Product Quality and Promotion Analysis 2019Pengaruh Media Sosial Terhadap Keputusan Pembelian Di Toko Kaos Nias Gunungsitoli

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