Pengaruh Electronic Word Of Mouth, Brand Image, Dan Brand Trust Terhadap Keputusan Pembelian Kosmetik Sariayu Martha Tilaar (Studi Pada Konsumen Wanita Sariayu Martha Tilaar Yang Berada Di Kota Semarang)

Abstract

The cosmetics industry in Indonesia is growing increasingly from year to year. There were many cosmetic brands in Indonesia, which makes the competition between brands become more stringent than before. This study aims to determine the effect of electronic word of mouth, brand image and brand trust on purchasing decisions of Sariayu Martha Tilaar’s cosmetics. This type of research is explanatory research and sampling uses nonprobability sampling techniques, purposive sampling method. Data collection using questionnaires. The sample is used 100 respondents Sariayu Martha Tilaar consumers in Semarang City. The results of the study show that the variables of electronic word of mouth, brand image and brand trust have an significant effect on purchasing decisions. The Advices given to the company are improve Sariayu Martha Tilaar’s website, highlight the Indonesian element in product packaging and in the promotional tagline or advertisements, companies are expected to be fast and responsive at following the development of cosmetics, communicating and maintaining good relations with consumers, developing the product variations, and improving the product quality.

Industri kosmetik di Indonesia berkembang semakin meningkat dari tahun ke tahun. Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth, brand image, dan brand trust terhadap keputusan pembelian kosmetik Sariayu Martha Tilaar. Tipe penelitian yang digunakan adalah explanatory research, pengambilan sampel menggunakan teknik nonprobability sampling, dan menggunakan metode purposive sampling. Pengumpulan data menggunakan kuesioner. Sampel yang digunakan sebanyak 100 responden konsumen Sariayu Martha Tilaar yang berada di Kota Semarang. Hasil penelitian menunjukkan variabel electronic word of mouth, brand image, dan brand trust berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Sariayu Martha Tilaar. Saran yang dapat diberikan kepada perusahaan antara lain, pengembangan website Sariayu Martha Tilaar, menggunakan unsur Indonesia pada strategi branding, cepat dan tanggap mengikuti perkembangan kosmetik, komunikasi dan jaga hubungan baik dengan konsumen, pengembangan variasi produk, dan peningkatan kualitas produk.