PENGARUH CITRA MEREK, BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK PIXY (Studi di Wilayah Jabodetabek)

WAHYUNINGRUM, PUTRI (2024) PENGARUH CITRA MEREK, BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK PIXY (Studi di Wilayah Jabodetabek). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The presence of cosmetic brands is increasing with the availability of contract manufacturing services. This allows new companies and smaller brands to enter the cosmetic market without having to bear production costs. Consequently, the competition in the cosmetic industry is intensifying, putting Pixy’s presence at risk. This research aims to determine the impact of brand image, brand ambassador, and electronic word of mouth on purchasing decisions for Pixy cosmetic products in the Jabodetabek area. The study was conducted with 110 respondents, using a non-probability sampling method with convenience sampling technique. Data was collected through a questionnaire distributed via social media, utilizing a Likert scale measurement. Data analysis techniques included outer model analysis (convergent validity, discriminant validity, composite reliability, average variance extracted, and Cronbach’s alpha) and inner model analysis (R-square, F-square, and Q-Square) as well as hypothesis testing. Respondent data was processed using SmartPLS 4 software. The results of this study indicate that brand image has a positive and significant effect on purchasing decisions, brand ambassadors have a positive and not significant effect on purchasing decisions, and electronic word of mouth has a positive and significant effect on purchasing decisions. Keyword: Brand Image, Brand Ambassador, Electronic Word of Mouth, Purchase Decisions, Pixy Cosmetics Product. Adanya jasa maklon membuat kehadiran merek kosmetik yang semakin banyak. Hal ini memungkinkan perusahaan baru dan merek kecil memasuki pasar kosmetik tanpa harus memikirkan biaya produksi. Oleh karena itu semakin ketatnya persaingan industri kosmetik yang membuat kehadiran Pixy semakin terancam. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, brand ambassador dan electronic word of mouth terhadap keputusan pembelian pada produk kosmetik Pixy di wilayah Jabodetabek. Penelitian ini dilakukan terhadap 110 responden. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik convenience sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner melalui media sosial menggunakan pengukuran skala likert. Teknik analisis data yang digunakan dalam penelitian ini meliputi analisa outer model (convergent validity, discriminant validity, composite reliability, average variance extracted dan cronbach’s alpha) dan juga analisa inner model (R-square, F-square dan Q-Square) serta hasil pengujian hipotesis. Pengolahan data responden dilakukan dengan menggunakan software SmartPLS 4. Hasil penelitian ini menujukkan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, brand ambassador berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Citra merek, Brand Ambassador, Electronic Word of Mouth, Keputusan pembelian, Produk Kosmetik Pixy

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