Rahasia di balik pembelian: Bagaimana E-WOM dan brand image mempengaruhi keputusan pembelian Skincare di Shopee

Nurul Alfadiza Sah; Andi Mustika Amin; Muhammad Ichwan Musa; Nurul Fadilah Aswar; Ilma Wulansari Hasdiansa

doi:10.38156/imka.v4i1.392

Nurul Alfadiza Sah Program Studi Manajemen, Universitas Negeri Makassar
Andi Mustika Amin Universitas Negeri Makassar
Muhammad Ichwan Musa Universitas Negeri Makassar
Nurul Fadilah Aswar Universitas Negeri Makassar
Ilma Wulansari Hasdiansa Universitas Negeri Makassar

DOI: https://doi.org/10.38156/imka.v4i1.392

Abstract

This study aimed to determine the effect of electronic word of mouth (E-WOM) and brand image on the purchase intention for Avoskin skincare products on the Shopee marketplace. The participants in this study were active female students at the Faculty of Economics and Business, Makassar State University, for the Class of 2020. The sample comprises 100 respondents. A questionnaire was used for data collection. The data analysis technique used was multiple linear regression analysis using the Statistical Product and Service Solution (SPSS). The results of this study indicate that electronic word of mouth and brand image both partially and simultaneously have a positive and significant effect on purchase intention. The novelty of this study was the focus on the effect of electronic WOM and brand image on the purchase intention of Avoskin skincare products on Shope using a sample of female students at Makassar State University. The theoretical implications enrich the literature on the factors that influence purchase intention on e-commerce. Practical implications help Avoskin develop effective marketing strategies for Shopee by managing positive reviews and building a strong brand image.

Keywords: Electronic word of mouth, brand image, purchase intention

References

Ariesi, D. P., & Suprapti, N. W. S. (2022). Peran Citra Merek Dalam Memediasi Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Niat Beli Kosmetik Liptint Emina Magic Potion. E-Jurnal Manajemen Universitas Udayana, 11(4).

Ariyanti, N. C. D. (2021). Determinan customer satisfaction dan customer loyalty pada klinik kandungan. Implementasi Manajemen & Kewirausahaan, 1(1), 30-42.

Arman, K. T., Hidayati, N. & Rahman, F. (2022). Pengaruh Brand Image dan Electronic Word of Mouth Terhadap Purchase Intention (Studi pada Konsumen Angkringan Pinarak Mojokerto). e – Jurnal Riset Manajemen 48-54.

Benowati, S. G., & Purba, T. (2020). Pengaruh citra merek dan electronic word of mouth terhadap minat beli kosmetik Wardah di kota Batam. Jurnal Ilmiah Ekonomi Dan Bisnis Triangle, 1(2), 356-370.

Firdaus, R., & Sharif, O. O. (2020). Analisis Pengaruh Electronic Word Of Mouth (E-Wom) Pada Brand Image Dan Purchase Intention Terhadap Produk Sepatu Nike (Studi Pada Konsumen Di Kota Bandung). Jurnal Mitra Manajemen, 4(6), 900-914.

Fitriani, Ni Made and Andriyani, Bianka and Rahardja, Conny Tjandra (2022). Analisis Pengaruh Electronic Word Of Mouth Melalui Instagram Terhadap Brand Image dan Purchase Intention. JEKU (Jurnal Ekonomi dan Kewirausahaan), 22 (1)

Ghozali, Imam. (2013). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi., Badan Penerbit Universitas Diponegoro., Semarang

Goyette, I., Ricard,L., Bergeron,J. & Marticotte, F (2010). e-WOM Scale: Word- of-Mouth Measurement Scale for e-Services Context, Canadian Journal of Administrative Sciences,27(1),5-23.

Isnaini.H (2022) 10 Skincare Local Paling Laris di E-Commerce Retrieved From https://radarkaur.disway.id/read/645898/10-skincare-lokal-paling-laris-di-e-commerce, diakses tanggal 25 november 2023.

Iswara, G. A. N., & Santika, I. W. (2019). Peran Citra Merek Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli Sepatu Merek Bata. E-Jurnal Manajemen Universitas Udayana, 8(8), 5182. https://doi.org/10.24843/ejmunud.2019.v08.i08.p18

Jalilvand, M. R. dan Samiei, N. (2012)."The Effect of Electronic Word of Mouth On Brand Image and Purchase Intention: AnEmpirical Study in the Automobile Industry in Iran", Marketing Intelligence & Planning, Vol. 30 Iss: 4 pp. 460 – 476.

Kamtarin, Milad. (2012). The Effect of Electronic Word of Mouth, Trust and Perceived Value on Behavioral Intention from the Perspective of Consumers, 1, pp 56-66.

Katuuk, E. L., Mandey, S. L., & Poluan, J. G. (2022). Pengaruh E-Wom Dan Citra Merek Terhadap Niat Beli Produk Kosmetik Wardah (Studi Pada Mahasiswi Feb Unsrat Manado Penyimak Beauty Vlogger Kosmetik Wardah). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(3), 69-79.

Kotler, P., & Keller. 2009. Manajemen Pemasaran (13th ed.). Jakarta: Erlangga.

Kuncoro, M. (2013). Metode Riset untuk Bisnis dan Ekonomi (Edisi 4). ERLANGGA.

Laksmi, A. A., & Oktafani, F. (2016). Pengaruh electronic word of mouth (ewom) terhadap minat beli followers Instagram pada warunk upnormal. Jurnal Computech & Bisnis (e-Journal), 10(2), 78-88.

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4).

Mutmainah, M. (2023). Bagaimana price perception, brand image, dan service quality mempengaruhi consumer buying interest?: Empirical study. Implementasi Manajemen & Kewirausahaan, 3(1), 1-17

Noor, J. (2011). Metodologi Penelitian Skripsi, Tesis, Disertasi dan Karya Ilmiah (Pertama). Jakarta: KENCANA.

Plidtookpai, N., & Yoopetch, C. (2021). The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences, 42(1), 61-68.

Puspasari, S. I., & Rojuaniah, R. (2023). Pengaruh enjoyment dan persepsi kegunaan terhadap continuance intention pada layanan over the top lokal. Implementasi Manajemen & Kewirausahaan, 3(2), 1-15.

Rahmi, D.Tuttia dan Ahmad Nizam. (2017). Pengaruh citra merek terhadap niat pembelian tiket pesawat secara online pada konsumen traveloka.com dengan kepercayaan sebagai variabel mediasi, Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 2(3): 70-85.

Ramadhani.F (2021). Top 5 Produk Avoskin Terlaris di Shopee Bulan Juli 2021. Retrieved from https://compas.co.id/article/produk-avoskin-terlaris, diakses tanggal 25 november 2023.

Randi. (2016). Pengaruh Citra Merek terhadap Minat Beli Makanan Fast Food Ayam Goreng (Studi pada Konsumen Texas Chicken Pekanbaru). Jurnal JOM FISIP

Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10, 2139–2146.

Wahyuni, N. L. G., & Suparna, G. (2015). Pengaruh Citra merek dan Product Knowledge Terhadap Niat membeli Produk Tas Tiruan di Kota Denpasar. E- Jurnal Manajemen Universitas Udayana, 1(1), 1022–1034.