PENGARUH TERPAAN PROMOSI PENJUALAN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI LIPSTIK WARDAH

Abstract

The beauty industry continues to grow rapidly, particularly in the fast moving consumer goods (FMCG) category. Beauty and personal care products record the highest sales, with lipstick being one of the most favored items among consumers. However, despite its strong brand recognition in Indonesia, Wardah has shown a decline in ranking based on the Top Brand survey over the past few years. This study aims to analyze the effect of sales promotion exposure and electronic word of mouth (e-WOM) on consumer purchase intention of Wardah lipsticks. The theoretical framework refers to the advertising theory proposed by Batra, Aaker, and Myers to explain the relationship between sales promotion and purchase intention, as well as George Silverman’s word of mouth theory to explain the relationship between e-WOM and purchase intention. The research applies a quantitative method with a purposive sampling technique. The respondents consist of women aged 18–24 years residing in Semarang, and data analysis was conducted using simple linear regression. The results indicate that sales promotion has a significant effect on purchase intention with a significance value of 0.000 and an R Square of 0.328. Furthermore, e-WOM also significantly affects purchase intention with a significance value of 0.000 and an R Square of 0.390. Therefore, both hypotheses are supported, confirming the relevance of advertising theory and word of mouth theory in explaining consumer purchase intention toward Wardah lipsticks.