Az-zahra, Fatimah (2025) PENGARUH REVIEW PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK CAMILLE BEAUTY DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis sejauh mana pengaruh review produk (ulasan konsumen) dan citra merek (brand image) terhadap keputusan pembelian produk Camille Beauty di Jakarta. Latar belakang penelitian ini didasarkan pada meningkatnya kebiasaan masyarakat saat ini dalam mencari informasi dan membandingkan produk sebelum melakukan pembelian, terutama melalui platform digital. Review produk yang positif serta citra merek yang kuat kini menjadi faktor penting dalam membentuk kepercayaan dan keyakinan calon konsumen, terutama di industri kecantikan yang sangat kompetitif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 400 responden yang merupakan konsumen Camille Beauty. Teknik pengambilan sampel adalah purposive sampling dengan kriteria responden berusia 13-40 tahun, berdomisili di Jakarta, aktif di media sosial, dan telah membeli produk Camille Beauty. Instrumen penelitian berupa kuesioner yang dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa review produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai koefisien 0,588, sementara brand image juga memberikan pengaruh signifikan dengan nilai koefisien 0,524. Secara simultan, kedua variabel memberikan kontribusi terhadap keputusan pembelian dengan nilai signifikansi 0,000 (< 0,05) dan koefisien determinasi R² sebesar 0,654, yang berarti 65,4% keputusan pembelian dipengaruhi oleh review produk dan brand image. Sisanya 34,6% dipengaruhi oleh faktor lain di luar penelitian. Temuan ini membuktikan bahwa review produk dan brand image memegang peranan penting dalam mempengaruhi keputusan konsumen, khususnya dalam pembelian produk kecantikan. Peneliti merekomendasikan agar Camille Beauty secara aktif meningkatkan review positif dari konsumen melalui media sosial dan platform e-commerce, serta menjaga konsistensi citra merek melalui komunikasi pemasaran yang efektif guna meningkatkan loyalitas konsumen dan menekan dampak negatif dari beredarnya produk palsu. This study aims to analyze the extent of the influence of product reviews (consumer reviews) and brand image on purchasing decisions for Camille Beauty products in Jakarta. The background of this research is based on the increasing role of social media as a means for consumers to obtain information and form perceptions before making a purchase, especially in the midst of the troubling phenomenon of counterfeit products. Product reviews and brand image are important factors in building trust and confidence in potential consumers, especially in the highly competitive beauty industry. This research uses a quantitative approach with a survey method of 400 respondents who are Camille Beauty consumers. The sampling technique was purposive sampling with the criteria that respondents were 13–40 years old, domiciled in Jakarta, active on social media, and had purchased Camille Beauty products. The research instrument was a questionnaire which was analyzed using multiple linear regression. The results showed that product reviews had a positive and significant effect on purchasing decisions with a coefficient value of 0.588, while brand image also had a significant effect with a coefficient value of 0.524. Simultaneously, both variables contribute to purchasing decisions with a significance value of 0.000 (< 0.05) and a coefficient of determination R² of 0.654, which means that 65.4% of purchasing decisions are influenced by product reviews and brand image. The remaining 34.6% is influenced by other factors outside the study. These findings prove that product reviews and brand image play an important role in shaping consumer decisions, especially in purchasing beauty products. The researcher recommends that Camille Beauty actively improve the quality and quantity of positive reviews through social media and e-commerce platforms, as well as maintain brand image consistency through effective marketing communications to increase consumer loyalty and reduce the negative impact of the circulation of counterfeit products.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321010035 |
| Uncontrolled Keywords: | Komunikasi Pemasaran, Review Produk, Citra Merek, Media Sosial, Keputusan Pembelian, Strategi Branding, Komunikasi Konsumen Marketing Communication, Product Review, Brand Image, Social Media, Purchase Decision, Branding Strategy, Consumer Communication |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | YOSUA EBENEZER PARDEDE |
| Date Deposited: | 25 Jun 2025 07:28 |
| Last Modified: | 25 Jun 2025 07:34 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95903 |
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