Faktor Yang Mempengaruhi Purchase Intention Dan Brand Loyalty Pada Produk Kosmetika Lokal
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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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