Pengaruh Kualitas Produk, dan Citra Merek, Terhadap Keputusan Pembelian Konsumen Melalui Ekuitas Merek Pada Produk Kecantikan Somethinc
DOI:
https://doi.org/10.58192/profit.v3i2.2107Keywords:
Brand equity, Brand image, Product quality, Purchase decision, SomethincAbstract
As time progresses, people's lifestyles are starting to change because they are influenced by trends that occur in society, one of which is the increasing need for skincare by women and men. One of them is local products, presenting unique innovations and high quality, showing pride in local beauty in each product. This attraction has succeeded in winning the hearts of many people because of the superior quality ingredients and affordable prices for every product they provide. The method used in this research is quantitative data analysis with the technique used, namely purposive sampling. The sample for this research is working women aged minimum 17 years who have used some type of beauty product and are in the Jabodetabek area. Questionnaires were collected from 174 respondents, the data was then processed using the Structural Equation Model (SEM) method with Partial Least Square (PLS) version 4 technical application program tools. Based on the results of the analysis, it is known that the product quality influence variable has a positive influence on purchasing decisions. The results also found that the influence of product quality had a positive influence on brand equity, and there was a positive influence of brand image on purchasing decisions, and it was also found that brand image had a positive influence on brand equity. The final finding is that the brand equity variable with purchasing decisions does not have a positive influence. The implications of these findings provide insight for the growth of Somethinc skincare involving collaboration with influencers, improved product design, transparency of ingredient information, and promotional offers. This action is expected to improve brand image, product attractiveness and customer trust, supporting growth and a strong market position.
References
Efendy, I., Surabaya, U. M., Wahjono, S. I., & Surabaya, U. M. (2022). Bisnis kontemporer shopee. November.
Fariscka, D., & Tartiani, Y. A. T. (2023). Pengaruh kualitas pelayanan, kepercayaan dan kemudahan terhadap loyalitas konsumen Shopee. Journal of Economics and Business UBS, 12(3), 1839–1860.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. ISBN, UNDIP Semarang.
Gudiato, C., Sediyono, E., & Sembiring, I. (2022). Analisis sistem e-commerce pada Shopee untuk meningkatkan daya saing menggunakan metode S.W.O.T. Journal of Information Technology, 2(1), 6–10. https://doi.org/10.46229/jifotech.v2i1.294
Halimah, M. A., & Yanti, R. D. (2020). Pengaruh strategi penetapan harga terhadap loyalitas pelanggan produk kilat khusus mitra korporat Kantor Pos Purwokerto. Jurnal Ecoment Global, 5(1), 70–79. https://doi.org/10.35908/jeg.v5i1.916
Hanifah, H., & Nio, S. R. (2023). Pengaruh kepercayaan terhadap loyalitas pelanggan pada pengguna Shopee di Kota Padang. Jurnal Riset Psikologi, 6(1), 1–12.
Indah Yani, M., & Sugiyanto, S. (2022). Pengaruh kualitas layanan, kepercayaan, citra merek dan kepuasan pelanggan terhadap loyalitas pelanggan Edwin Jeans Indonesia pada e-commerce Shopee. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(3), 443–472. https://doi.org/10.54443/sinomika.v1i3.285
Juhria, A., Meinitasari, N., Iqbal Fauzi, F., Yusuf, A., & Ekonomi Bisnis Universitas Singaperbangsa, F. (2021). Pengaruh e-service quality terhadap kepuasan pelanggan di aplikasi e-commerce Shopee. Jurnalmanajemen, 13(1), 55–62.
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust and prior online purchase experience toward customers’ online purchase intention. International Business Research, 3(3), 63. https://doi.org/10.5539/ibr.v3n3p63
Mashuri, M. (2020). Analisis dimensi loyalitas pelanggan berdasarkan perspektif Islam. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 9(1), 54–64. https://doi.org/10.46367/iqtishaduna.v9i1.212
Mumtahana, H. A., Nita, S., & Tito, A. W. (2017). Pemanfaatan web e-commerce untuk meningkatkan strategi pemasaran. Khazanah Informatika : Jurnal Ilmu Komputer Dan Informatika, 3(1), 6–15. https://doi.org/10.23917/khif.v3i1.3309
Norhermaya, Y. A., & Soesanto, H. (2019). Analisis pengaruh kepuasan pelanggan terhadap kepercayaan dan loyalitas pelanggan untuk meningkatkan minat beli ulang (Studi pada online store Lazada.co.id). Diponegoro Journal of Management, 5(3), 1–13.
Nugroho, A. W., & Sudaryanto, B. (2013). Pengaruh kinerja layanan, kepercayaan dan kepuasan terhadap loyalitas konsumen dalam menggunakan jasa pengiriman barang. Diponegoro Journal of Management, 2(3), 1–9.
Nur Kholis, M., & Sembiring Colia, R. (2023). Pengaruh kualitas pelayanan, kualitas produk dan harga terhadap kepuasan konsumen pengguna Shopee. Journal of Young Entrepreneurs, 2(2), 109–123. https://ejournal.upnvj.ac.id/index.php/jye
Putri, J., & Faroh, W. (2023). Pengaruh kualitas pelayanan dan harga terhadap kepuasan pelanggan pada pengguna aplikasi Shopee (Studi kasus toko online Bobby Bakery). Jurnal Ilmiah Swara Manajemen (Swara Mahasiswa Manajemen), 3, 637. https://doi.org/10.32493/jism.v3i3.33322
Putri, Y. L., & Utomo, H. (2017). Pengaruh kualitas pelayanan terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening (Studi persepsi pada pelanggan Dian Comp Ambarawa). Among Makarti, 10(1), 70–90. https://doi.org/10.52353/ama.v10i1.147
Rahma, A. W., & Ekowati, S. (2022). Pengaruh kualitas pelayanan dan kepercayaan terhadap loyalitas konsumen dalam berbelanja pada e-commerce Shopee. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 3(1), 10–17.
Rimawan, E., Mustofa, A., & Mulyanto, A. D. (2017). The influence of product quality, service quality and trust on customer satisfaction and its impact on customer loyalty (Case study PT ABC Tbk). International Journal of Scientific & Engineering Research, 8(7), 2330–2336.
Rinny, O., Kalalo, E., Ekonomi, F., Bisnis, D., Manajemen, J., Sam, U., & Manado, R. (2013). Customer relationship management dan kualitas pelayanan pengaruhnya terhadap loyalitas konsumen PT. Matahari Dept. Store, Manado. Jurnal EMBA, 1(4), 1553–1561.
Ristanti, V., & Muchsin Saggaff Shihab, E. R. (2011). Pengaruh dimensi kualitas pelayanan dan kepuasan terhadap loyalitas pelanggan. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Samuri, V. I. F., Soegoto, A. S., & Woran, D. (2018). Studi deskriptif motivasi belanja hedonis pada konsumen toko online Shopee. Jurnal EMBA, 6(4), 2238–2247.
Saraswati, A., & Indriani, F. (2021). Effect e-service quality on customer satisfaction and impact on repurchase. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(3), 1203–1215.
Sari, A. C. M., & Lestariningsih, M. (2021). Pengaruh promosi dan kepercayaan konsumen terhadap loyalitas konsumen melalui kepuasan pelanggan aplikasi Shopee. Jurnal Ilmu Dan Riset Manajemen, 10(5), 1–17.
Satryawati, E. (2018). Pengaruh kepercayaan dan kepuasan terhadap loyalitas pelanggan e-commerce. Jurnal Teknologi Informatika Dan Komputer, 4(1), 36–52. https://doi.org/10.37012/jtik.v4i1.284
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. CV Alfabeta.
Widyo Kristantyo, A. (2021). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan dan loyalitas pelanggan. Bulletin of Management and Business, 2(1), 1–11. https://doi.org/10.31328/bmb.v2i1.133
