Faktor Yang Mempengaruhi Purchase Intention Dan Brand Loyalty Pada Produk Kosmetika Lokal
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Published:
May 9, 2023
Keywords:
Social Media Marketing, Brand Image, Brand Awareness, Brand Loyalty, Niat Membeli Konsumen
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Abstract
Laju pertumbuhan bisnis kosmetika di Indonesia cukup tinggi. Hal ini ditunjukan dengan beragamnya brand kosmetika internasional dan lokal yang ada dipasar Indonesia. Strategi pemasaran digital melalui media sosial merupakan salah satu strategi yang paling sering digunakan oleh perusahaan untuk menarik minat konsumen. Penelitian ini bertujuan untuk menilai sejauh mana variabel Social media marketing, Brand Image dan Brand awareness terhadap Purchase Intention dan Brand loyalty produk kosmetika lokal. Penelitian dilaksanakan dengan menyebar kuesioner kepada 207 responden. Data yang terkumpul akan diolah dengan bantuan aplikasi SEM PLS versi 3.2.9. Hasil penelitian diharapkan dapat membantu perusahaan kosmetika lokal dalam memahami perilaku konsumen terutama pada niat pembelian produk dan brand loyalty produk kosmetika lokal. Hasil penelitian menunjukan bahwa Social media marketing tidak mempunyai pengaruh terhadap Brand loyalty, namun mempunyai pengaruh langsung terhadap niat membeli konsumen pada produk kosmetika lokal. Brand Image dan Brand awareness mempunyai pengaruh langsung terhadap Brand loyalty dan niat konsumen untuk membeli produk kosmetika lokal.
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References
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Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
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Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research, 113(September), 149–157. https://doi.org/10.1016/j.jbusres.2018.10.005
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
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Kittur, P., & Chatterjee, S. (2021). Goods and services related brand image and B2B customer loyalty: effects of construal level. Journal of Business and Industrial Marketing, 36(1), 17–30. https://doi.org/10.1108/JBIM-06-2019-0284
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Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product and Brand Management, 29(6), 783–801. https://doi.org/10.1108/JPBM-11-2018-2106
Mohammed, A. (2019). The in fl uence of CSR on perceived value , social media and loyalty in the hotel industry In fl uencia de la RSC en el valor percibido , los medios sociales y la lealtad en el sector hotelero. 23(3), 373–396. https://doi.org/10.1108/SJME-06-2019-0029
Mullatahiri, V., & Ukaj, F. (2019). The effects of e-Marketing communications on brand loyalty: The case of mobile telephone operators in Kosovo. Journal of Distribution Science, 17(6). https://doi.org/10.15722/JDS.17.6.201906.15
Naeem, M. (2019). Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country. Journal of Islamic Marketing, 10(3), 811–826. https://doi.org/10.1108/JIMA-11-2018-0214
Patria Laksamana. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. Textile Network, 8(5–6), 34–35.
Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology and People, 32(2), 387–404. https://doi.org/10.1108/ITP-03-2018-0134
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Su, J., & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail and Distribution Management, 46(1), 90–107. https://doi.org/10.1108/IJRDM-01-2016-0015
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). Journal of Retailing and Consumer Services The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention : Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(May), 102696. https://doi.org/10.1016/j.jretconser.2021.102696.
Wijaya, Y. F., Suparno, A., & Wibowo, A. (2022). Perancangan Sistem Informasi Penjualan Tabung Oksigen Pada Toko Pan Gas Gombong Berbasis Website. INCODING: Journal of Informatics and Computer Science Engineering, 2(2), 126-134.
Irawan, N. A., Lianawati, Y., & Wibowo, A. (2023). Sistem Informasi Pembayaran Biaya Sekolah Berbasis Website Dengan Whatsapp Gateway. Jurnal Penelitian Rumpun Ilmu Teknik, 2(1), 33-44.
Siagian, Ade Onny, and Hadion Wijoyo. "Pengaruh Lingkungan Kerja, Motivasi Kerja dan Disiplin Kerja terhadap Kinerja Karyawan Komite Farmasi Nasional." MANABIS: Jurnal Manajemen dan Bisnis 1.2 (2022): 124-133.
Wijoyo, H. (2020). Human Resources Management Implementation Impact on Job Satisfaction and Employee Loyalty An Overview. In Jambi Economic Business & Accounting Conference (JEBAC), Fakultas Ekonomi dan Bisnis, Universitas Jambi.
Cahyono, Y., Purwoko, D., Koho, I., Setiani, A., Supendi, S., Setyoko, P., ... & Wijoyo, H. (2023). The role of supply chain management practices on competitive advantage and performance of halal agroindustry SMEs. Uncertain Supply Chain Management, 11(1), 153-160.
Khiong, K., Arijanto, R., Dewi, G. C., Mulyandi, M. R., Putra, R. S., Siagian, A. O., ... & Fahmi, K. (2022). The role of compatibility, perceived usefulness, convenience perception and convenience perception on electronic money (e-wallet) usage interest. Journal of Positive School Psychology, 6281-6286.
Haudi, H., Wijoyo, H., & Cahyono, Y. (2020). Analysis of Most Influential Factors to Attract Foreign Direct Investment. Journal of Critical Reviews, 7(13).
Wijoyo, H. (2018). Determinant Of Customer Value And Its Implication On Customer Satisfaction Private Hospital In Riau Province. International Journal of Economics, Business and Management Research, 2(02).
Utomo, B., Wijoyo, H., Wikantari, M. A., Supriadi, Y. N., & Siswantini, T. (2022). Evaluation of the Quality of Online Learning during the Covid-19 post Pandemic: An Empirical Study at Indonesian University. resmilitaris, 12(5), 471-484.
Purnamasari, A., Lingga, L. J., Deswari, D., Syafriani, S., & Wijoyo, H. ANALISIS REFLEKSI PADA LOKAKARYA ASESMEN DAN PEMBELAJARAN SEKOLAH PENGGERAK. Tunjuk Ajar: Jurnal Penelitian Ilmu Pendidikan, 6(1), 43-53.
Almohaimmeed, B. M. A. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Www.Jbrmr.Com A Journal of the Academy of Business and Retail Management, 13, 146. www.jbrmr.com
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. 4, 39–50.
Beig, F. A., & Khan, M. F. (2020). Romancing the Brands on Social Media. Global Business Review. https://doi.org/10.1177/0972150919866082
Bps.go.id. (2015). Jumlah Penduduk Hasil Proyeksi Menurut Provinsi dan Jenis Kelamin (Ribu Jiwa), 2018-2020. Www.Bps.Go.Id. https://www.bps.go.id/indicator/12/1886/1/jumlah-penduduk-hasil-proyeksi-menurut-provinsi-dan-jenis-kelamin.html.
Bps.go.id. (2021). Statistik Telekomunikasi Indonesia. https://www.bps.go.id/publication/2022/09/07/bcc820e694c537ed3ec131b9/statistik-telekomunikasi-indonesia-2021.html
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53. https://doi.org/10.1016/j.jretconser.2019.101966
Ebrahim, R. S. (2020). The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Fahlevi, R. (2021). Analisa Niat Penggunaan Aplikasi Mobile Banking Oleh Nasabah Perbankan Pada Masa Pandemi Covid 19. Jurnal Ilmu Komputer Dan Bisnis (JIKB), XII(2), 167–177.
Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research, 113(September), 149–157. https://doi.org/10.1016/j.jbusres.2018.10.005
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89, 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education Limited.
Imron, I. (2019). Analisa Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Menggunakan Metode Kuantitatif Pada CV. Meubele Berkah Tangerang. Indonesian Journal on Software Engineering (IJSE), 5(1), 19–28. https://doi.org/10.31294/ijse.v5i1.5861
Kemenperin.go.id. (2020, January 27). Kemenperin: Perubahan Gaya Hidup Dorong Industri Kosmetik. https://www.kemenperin.go.id/artikel/21460/Perubahan-Gaya-Hidup-Dorong-Industri-Kosmetik
Kittur, P., & Chatterjee, S. (2021). Goods and services related brand image and B2B customer loyalty: effects of construal level. Journal of Business and Industrial Marketing, 36(1), 17–30. https://doi.org/10.1108/JBIM-06-2019-0284
Kumparan.com. (2018). Laki-laki Dandan dan Geliat Industri Kosmetik Pria - kumparan.com. Kumparan.Com. https://kumparan.com/kumparanstyle/laki-laki-dandan-dan-geliat-industri-kosmetik-pria
Laksamana, P. (2018). International Review of Management and Marketing Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. International Review of Management and Marketing, 8(1), 13–18. http:www.econjournals.com
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product and Brand Management, 29(6), 783–801. https://doi.org/10.1108/JPBM-11-2018-2106
Mohammed, A. (2019). The in fl uence of CSR on perceived value , social media and loyalty in the hotel industry In fl uencia de la RSC en el valor percibido , los medios sociales y la lealtad en el sector hotelero. 23(3), 373–396. https://doi.org/10.1108/SJME-06-2019-0029
Mullatahiri, V., & Ukaj, F. (2019). The effects of e-Marketing communications on brand loyalty: The case of mobile telephone operators in Kosovo. Journal of Distribution Science, 17(6). https://doi.org/10.15722/JDS.17.6.201906.15
Naeem, M. (2019). Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country. Journal of Islamic Marketing, 10(3), 811–826. https://doi.org/10.1108/JIMA-11-2018-0214
Patria Laksamana. (2018). Impact of Social Media Marketing on Purchase Intention and Brand Loyalty: Evidence from Indonesia’s Banking Industry. Textile Network, 8(5–6), 34–35.
Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). Do firms still need to be social? Firm generated content in social media. Information Technology and People, 32(2), 387–404. https://doi.org/10.1108/ITP-03-2018-0134
Statista. (2020). Cosmetics Industry - Statistics. Statista.Com. https://www.statista.com/topics/3137/cosmetics-industry/
Straitsresearch.com. (2020, March 19). Top 10 cosmetic companies in the world 2020. Www.Straitsresearch.Com. https://straitsresearch.com/blog/top-10-cosmetic-companies-in-the-world-2020
Su, J., & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail and Distribution Management, 46(1), 90–107. https://doi.org/10.1108/IJRDM-01-2016-0015
Tan, Y., Geng, S., Katsumata, S., & Xiong, X. (2021). Journal of Retailing and Consumer Services The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention : Investigating the bias effect of heuristic information processing. Journal of Retailing and Consumer Services, 63(May), 102696. https://doi.org/10.1016/j.jretconser.2021.102696.
Wijaya, Y. F., Suparno, A., & Wibowo, A. (2022). Perancangan Sistem Informasi Penjualan Tabung Oksigen Pada Toko Pan Gas Gombong Berbasis Website. INCODING: Journal of Informatics and Computer Science Engineering, 2(2), 126-134.
Irawan, N. A., Lianawati, Y., & Wibowo, A. (2023). Sistem Informasi Pembayaran Biaya Sekolah Berbasis Website Dengan Whatsapp Gateway. Jurnal Penelitian Rumpun Ilmu Teknik, 2(1), 33-44.
Siagian, Ade Onny, and Hadion Wijoyo. "Pengaruh Lingkungan Kerja, Motivasi Kerja dan Disiplin Kerja terhadap Kinerja Karyawan Komite Farmasi Nasional." MANABIS: Jurnal Manajemen dan Bisnis 1.2 (2022): 124-133.
Wijoyo, H. (2020). Human Resources Management Implementation Impact on Job Satisfaction and Employee Loyalty An Overview. In Jambi Economic Business & Accounting Conference (JEBAC), Fakultas Ekonomi dan Bisnis, Universitas Jambi.
Cahyono, Y., Purwoko, D., Koho, I., Setiani, A., Supendi, S., Setyoko, P., ... & Wijoyo, H. (2023). The role of supply chain management practices on competitive advantage and performance of halal agroindustry SMEs. Uncertain Supply Chain Management, 11(1), 153-160.
Khiong, K., Arijanto, R., Dewi, G. C., Mulyandi, M. R., Putra, R. S., Siagian, A. O., ... & Fahmi, K. (2022). The role of compatibility, perceived usefulness, convenience perception and convenience perception on electronic money (e-wallet) usage interest. Journal of Positive School Psychology, 6281-6286.
Haudi, H., Wijoyo, H., & Cahyono, Y. (2020). Analysis of Most Influential Factors to Attract Foreign Direct Investment. Journal of Critical Reviews, 7(13).
Wijoyo, H. (2018). Determinant Of Customer Value And Its Implication On Customer Satisfaction Private Hospital In Riau Province. International Journal of Economics, Business and Management Research, 2(02).
Utomo, B., Wijoyo, H., Wikantari, M. A., Supriadi, Y. N., & Siswantini, T. (2022). Evaluation of the Quality of Online Learning during the Covid-19 post Pandemic: An Empirical Study at Indonesian University. resmilitaris, 12(5), 471-484.
Purnamasari, A., Lingga, L. J., Deswari, D., Syafriani, S., & Wijoyo, H. ANALISIS REFLEKSI PADA LOKAKARYA ASESMEN DAN PEMBELAJARAN SEKOLAH PENGGERAK. Tunjuk Ajar: Jurnal Penelitian Ilmu Pendidikan, 6(1), 43-53.
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