Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Online Kosmetik Perawatan Wajah Skintific

Authors

  • Nabila Nabila Universitas Negeri Jakarta
  • Nurina Ayuningtyas Universitas Negeri Jakarta
  • Dwi Atmanto Universitas Negeri Jakarta

DOI:

https://doi.org/10.47200/aoej.v15i2.2388

Keywords:

Citra Merek, Keputusan Pembelian, E-commerce, Kosmetik Perawatan Wajah

Abstract

Brand image is important for a product, with a good brand image, it can influence consumer preferences to make purchasing decisions. However, at this time, brand reputation is not the main factor for consumers when considering purchasing beauty products. This study aims to determine the effect of brand image on online purchasing decisions for Skintific facial care cosmetics. This research method uses a quantitative approach with a survey method. Data was collected through questionnaires distributed to 96 respondents with a sampling method in the form of nonprobability sampling with a purposive sampling technique. Based on the simple linear regression test, the significance value of the X and Y variables is 0.000 <0.05. In the T test, the significance value is 0.000 <0.05 and the t value is 10.328> t table 1.98552, so it can be concluded that Ha is accepted and Ho is rejected. In the determination coefficient test, the coefficient of determination is 0.532, which means that the influence of brand image contributes 53.2% to the online purchasing decision for Skintific facial care cosmetics, while the remaining 46.8% is influenced by other variables not examined in this study. The results showed that brand image has a positive and significant influence on online purchasing decisions for Skintific facial care cosmetics.

Downloads

Download data is not yet available.

References

Aurellia, D., & Sidharta, H. (2023). Pengaruh Brand Image Terhadap Keputusan Pembelian Melalui Brand Trust Sebagai Variabel Mediasi Pada Produk Skincare Lokal. Jurnal Manajemen Dan Start-Up Bisnis, 8(1), 93–101.

Chaffey, D., Hemphill, T., & Edmundson-Bird, D. (2019). Digital Business and E-Commerce Management (7th edition). Pearson Uk.

Forestryana, D., Jamaludin, W. Bin, Restapaty, R., & Ramadhan, H. (2021). Pemanfaatan Bahan Alam sebagai Sumber Daya Kosmetik untuk Perawatan di Kelurahan Sungai Tiung Kecamatan Cempaka. Jurnal Ilmiah Pengabdian Kepada Masyarakat, 6(5), 518–523.

Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program SPSS 25 (Vol. 1, Issue 1).

Herdiyan, Asiati, D. I., & AM, T. (2023). Pengaruh Produk dan Promosi terhadap Keputusan Pembelian E- Paper Bisnis Indonesia dengan Karakteristik Konsumen sebagai Variabel Intervening. Jurnal Nasional Manajemen Pemasaran & Sumber Daya Manusia, 4(2), 49–63.

Index, Z. B. (2020). ZAP Beauty Index & MarkPlus. ZAP Clinic.

Index, Z. B. (2023). ZAP Beauty Index & MarkPlus. ZAP Clinic.

Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (5th edition). Pearson.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th Edition). Pearson Education Limited.

Kotler, P., & Keller, K. lane. (2016). Marketing Management (15th Edition). Pearson Education Limited.

Kurniawan, D. M., Aprilani, D., & Damayanti Aprilia, H. (2023). Efektifitas Beauty Influencer Tiktok dalam Mempengaruhi Keputusan Pembelian Kosmetik Maybelline New York. Jurnal Kompetitif Bisnis, 1(10), 791–798.

Laporan Penyelenggaraan Pemerintahan Daerah Provinsi DKI Jakarta. (2023).

Laudon, K. C., & Traver, C. G. (2022). E-commerce 2021-2022 Business. Techonlogy. Society (17th edition). Pearson Education Limited.

Lestari, D. F., & Azizah, J. N. (2023). Pengaruh Digital Marketing Dan Brand Image Terhadap Keputusan Pembelian Konsumen E-commerce Shopee di Kota Cilegon. Jurnal Administrasi Bisnis Terapan (JABT), 6(1), 1–12.

Maarif, V., Nur, H. M., & Septianisa, T. A. (2019). Sistem Pendukung Keputusan Pemilihan Skincare Yang Sesuai Dengan Jenis Kulit Wajah Menggunakan Logika Fuzzy. EVOLUSI : Jurnal Sains Dan Manajemen, 7(2), 73–80.

Maia, D., Rahayu, A. P. S., & Hidayat, S. (2024). Analisis Strategi Pemasaran Produk Skintific Di Kalangan Milenial. Jurnal Ilmiah Dan Karya Mahasiswa, 2(2), 48–60.

Nur’Aini, A., Husna, A. W., Asih, A. S., Kharisma, A., & Hastuti, I. (2021). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian. Hubisintek, 57–62.

Peraturan Badan Pengawas Obat Dan Makanan Nomor 25 Tahun 2019 Tentang Pedoman Cara Pembuatan Kosmetika Yang Baik, Pub. L. No. 25 (2019).

Peter, J. P., & Olson, J. C. (2022). Consumer Behavior & Marketing Strategy (9th edition). Paul Ducham.

Rahmatika, F. A. Y., & Indayani, L. (2022). Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Skincare Beauty Glow di Sidoarjo. Indonesian Journal of Law and Economics Review, 17(10–21070), 1–15.

S, A. S., & Pudjoprastyono, H. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian Produk Sariayu Martha Tilaar di Kota Surabaya. Widya Manajemen, 4(2), 140–149.

Salsabila, S., & Pradana, M. (2023). Pengaruh Brand Image Dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Produk Skincare Somethinc Di E-Commerce Shopee. Jurnal of Management, 10(4), 2424–2433.

Schiffman, L. G., & Kanuk, L. L. (2012). Consumer behaviour : a European Outlook (2rd edition). Pearson Higher Education AU.

Schiffman, L., & Wisenblit, J. (2019). Consumer Behavior. In Mayo Clinic Proceedings (12th edition). Pearson Education Limited.

Solomon, M. R. (2020). Consumer Behavior : Buying, Having, and Being (13 edition). Pearson.

Sugiyono, P. D. (2019). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (edisi 2). Alfabeta Bandung.

Tasia, A. A., Sulistyandari, & Kinasih, D. D. (2022). Pengaruh Brand Image, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Wardah di Pekanbaru. Economics, Accounting and Business Journal, 2(1), 74–85.

Trishantini, N., Kusstianti, N., Faidah, M., & Magesari, D. S. (2022). Pengaruh Pengetahuan Produk dan Label Halal Terhadap Keputusan Pembelian Produk Kosmetika perawatan Kulit Wajah. E-Jurnal, 11(2), 157–166.

Tua, G. V. M., Andri, & Andariyani, I. M. (2022). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Mesin Pompa Air Submersible Dab Decker di Cv. Citra Nauli Electricsindo Pekanbaru. Jurnal Ilmiah Multidisiplin, 1(4), 140–154.

Wulandari, K. (2021). Pengaruh Brand Image, Brand Trust, dan Iklan Terhadap Minat Beli Konsumen Produk Kosmetik (Studi Pada Pengguna E-commerce Sociolla). Jurnal Ilmiah Mahasiswa FEB, 9(2), 1–18.

Yunita, P., & Indriyatni, L. (2022). Pengaruh Brand Image , Daya Tarik Iklan , Dan Celebrity Endorser Terhadap Keputusan Pembelian MS Glow ( Studi Kasus Pada Pelanggan MS Glow Kota Semarang ). Prosiding Seminar Nasional UNIMUS, 5, 279–287.

Yusuf, R., Hendrayati, H., & Wibowo, L. A. (2020). Pengaruh Konten Pemasaran Shopee Terhadap Keputusan Pembelian Pelanggan. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 1(2), 506–515. https://doi.org/10.38035/JMPIS

Zakiah, Patmasari, R., & Saidah, S. (2021). Klasifikasi Jenis Kulit Wajah Menggunakan Metode Convolutional Neural Network (Skin Classification Using Convolutional Neural Network). E-Proceeding of Engineering, 8(6), 11610–11616.

Zukhrufani, A., & Zakiy, M. (2019). The Effect of Beauty Influencer, Lifestyle, Brand Image and Halal Labelization Towards Halal Cosmetical Purchasing Decisions. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 5(2), 168–180.

Published

2024-07-01

How to Cite

Nabila, N., Ayuningtyas, N., & Atmanto, D. (2024). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Online Kosmetik Perawatan Wajah Skintific. Academy of Education Journal, 15(2), 1191–1201. https://doi.org/10.47200/aoej.v15i2.2388