Factors Influencing Indonesian Skincare Purchase Decision Using Korean Brand Ambassador with Purchase Intention as Intervening Variable
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Dec 28, 2023
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Abstract
Skincare is one of the most important human needs at this time around the world, including in Indonesia. Attention to skin health to avoid skin problems has a very big impact. Various ways are used by companies to attract consumers to buy their products. This study aims to analyze the factors that influence purchase decisions. The research method uses a quantitative method by distributing questionnaires to people who use skincare in Batam City. The total number of respondents obtained was 440. The method of data analysis used Smart PLS version 3. The results of the research hypothesis directly that brand ambassador, brand image, promotion, brand loyalty, and purchase intention have a significant positive effect on purchase decision, while product quality does not significant positive effect on purchase decision. The result of the indirect hypothesis is that brand ambassador, product quality, and promotion have a significant positive effect on purchase decisions through intervening purchase intention, while brand image does not significant positive effect on purchase decisions through intervening purchase intention. It is hoped that this research will cover a wider range of research areas and can be used as a reference for other studies.
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References
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Diansyah, & Utami, R. (2019). the Influence of Price and Promotion on Purchase Intention in Moderating Consumer Behavior. Budapest International Research and Critics Institute - Journal, 5(2), 14994–15008. https://doi.org/10.33258/birci.v5i2.5376
Ernawati, R. (2021). Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta. Business Management Analysis Journal (BMAJ), 4(2), 80–98. https://doi.org/10.24176/bmaj.v4i2.6663
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Ghozali, I. (2021). Partial Least Squares, Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 (3rd ed.). Badan Penerbit Universitas Diponegoro.
Ginting, S. T. U. A., L.P. Sihombing, T., & Saragih, H. E. (2023). the Influence of Product Quality and Promotion on Purchase Decisions in Givethanks Printing in Medan. Jurnal Apresiasi Ekonomi, 11(1), 190–199. https://doi.org/10.31846/jae.v11i1.599
Hair, J. F., Jr., W. C. B., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Handayani, M. R. D. Y. (2022). Pengaruh Brand Ambassador, Brand Image, dan Promosi di Media Instagram Terhadap Keputusan Pembelian Pada Beauty Produk Skincare Bening’s Di Kota Surabaya. EKONIKA : Jurnal Ekonomi Universitas Kadiri, 7(2), 334. https://doi.org/10.30737/ekonika.v7i2.3220
Haro, A., Oktaviana, D., Trimulia Dewi, A., Anisa, W., & Suangkupon, A. (2020). The Influence of Brand Image and Service Quality towards Purchase Intention and Its Impact on the Purchase Decision of Samsung Smartphone. KnE Social Sciences, 2020, 329–336. https://doi.org/10.18502/kss.v4i6.6609
Identiti, I. (2022). Brand Awareness As Mediator Affects Brand Ambassadors And Brand Image Towards Purchase Decisions on Rabbani Muslimah Clothing Products Brand Awareness Sebagai Pemediasi Mempengaruhi Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Produk. 3(July), 1684–1694. https://doi.org/https://doi.org/10.37385/msej.v3i3.858
Iskandar, A. H., & Sutejo, B. (2023). Perception On Purchase Intention ( Study On Consumers Of Kahf Products ( Personal Care For Man ) In Pedurungan District , Semarang City ) Analisis Pengaruh Celebrity Endersment , Brand Image Dan Price Perception Terhadap Purchase Intention ( Studi Pada Ko. 4(December 2022), 1033–1039.
Iwan, Hairo, E. I., & Yulianto, A. (2019). Analisis Kualitas Produk Terhadap Minat Beli Dan Dampaknya Pada Keputusan Pembelian Produk Oriflame. Journal of Physics A: Mathematical and Theoretical, 3(3), 1–6.
Jamila, P., & Siregar, S. (2022). The Influence of Brand Image and Lifestyle on Purchase Decisions. Almana : Jurnal Manajemen Dan Bisnis, 6(1), 9–19. https://doi.org/10.36555/almana.v6i1.1647
Kharisma, L., & Hutasuhut, S. (2019). Peran Mediasi Minat Beli Pada Pengaruh Brandambassador Dan Kualitas Produk Terhadap Keputusan Pembelian. Niagawan, 8(3), 197. https://doi.org/10.24114/niaga.v8i3.15579
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Lailatul Aqidah, E. K. D. P. W. (2022). Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Pada Ud. Jugle Di Sitibondo Intervening. 1(5), 1111–1124.
Limarta, V. C., Batam, U. I., Fahlevi, R., Batam, U. I., Kunci, K., Hedonis, N., Utilitarian, N., & Pembelian, N. (2023). Analisa Niat Pembelian Produk Kosmetik Korea Secara Online di Kota Batam. JESYA, Jurnal Ekonomi & Ekonomi Syariah, 6(1), 1–11. https://doi.org/https://doi.org/10.36778/jesya.v5i2.791
Lisa, H., Chairhany, S., Napratilora, M., Syahid, A., & Ilyas, M. (2020). Analisis brand equity terhadap keputusan pembelian (studi kasus coffee toffee Surabaya). Journal of Business and Banking, 10(1), 1. https://doi.org/10.14414/jbb.v10i1.1862
Lisdiani, N. L. I., & Annisa, A. A. (2022). Pengaruh Harga, Kualitas Produk dan Pengetahuan Halal Terhadap Keputusan Pembelian Produk Fiesta Chicken Nugget dengan Minat Beli Sebagai Variabel Intervening. Invest Journal of Sharia & Economic Law, 2(1), 79–91. https://doi.org/10.21154/invest.v2i1.3830
Maulana, D. C., & Rakhman, A. (2022). PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN RETAILER PRODUK RAMEN OTTOGI DI DKI JAKARTA. GEMA EKONOMI(Jurnal Fakultas Ekonomi), 11(4), 707–719.
Muhson, A. (2022). Analisis Statistik dengan SmartPLS: Path Analysis, Confirmatory Factor Analysis, & Structural Equation Modeling. Universitas Negeri Yogyakarta, 1–34. https://staffnew.uny.ac.id/upload/132232818/pendidikan/Panduan Penggunaan SmartPLS.pdf
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Oktavian, R. F., & Wahyudi, H. (2022). The Influence of Product Quality and Price on Purchase Decisions. Almana : Jurnal Manajemen Dan Bisnis, 6(2), 379–392. https://doi.org/10.36555/almana.v6i2.1911
Pahlevi, R. (2022). Survei: 54% Konsumen Kosmetik Lebih Pilih Brand Lokal. Databoks. https://databoks.katadata.co.id/datapublish/2022/09/04/survei-54-konsumen-kosmetik-lebih-pilih-brand-lokal
Paramita, E. L., & Saputri, I. A. (2022). The Influence of Brand Loyalty on Customers’ Repurchase Decisions of Green Beauty Product. Jurnal Manajemen Bisnis, 13(1), 121–137. https://doi.org/10.18196/mb.v13i1.13028
Perdana, W. G., & Udayana, I. B. N. (2023). Pengaruh Product Brand Loyalty dan Purchase Decision Sepeda Motor: Studi Perbandingan Industri Otomotif di Indonesia. Reslaj : Religion Education Social Laa Roiba Journal, 5(3), 889–904. https://doi.org/https://doi.org/10.47467/reslaj.v5i3.1687
Purwati, A., & Cahyanti, M. M. (2022). Pengaruh Brand Ambassador Dan Brand Image Terhadap Minat Beli Yang Berdampak Pada Keputusan Pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526
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