Impact of electronic Word-of-Mouth, product quality, and brand image on purchasing decisions in the skincare industry
Keywords:
e-WOM, product quality, brand image, purchase decisionAbstract
Purpose — This paper aims to investigate how electronic Word of Mouth (e-WOM), product quality, and brand image influence consumer purchasing decisions in the skincare industry.
Method — This study utilizes a quantitative research method involving 100 consumers of cosrx skincare products as respondents. The researchers adopted non-probability sampling techniques, specifically purposive sampling, to select participants for the study. Primary data was collected through questionnaires distributed on Twitter, where respondents provided direct responses using a Likert scale. To analyze the data and assess the positive and significant effects, the researchers employed Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4.0.
Result — The findings of the study indicate that both e-WOM and product quality have a positive and statistically significant influence on consumer purchasing decisions. Additionally, the research highlights the mediating role played by brand image, which serves as a connecting factor between e-WOM, product quality, and the ultimate purchasing decisions of consumers. This suggests that a favorable brand image enhances the impact of positive e-WOM and product quality on consumers' willingness to make a purchase.
Contribution — This research adds to the existing body of knowledge by specifically focusing on the skincare industry and providing empirical evidence for the interplay between e-WOM, product quality, brand image, and their influence on consumer purchasing decisions, while also uncovering the mediating role of brand image.
Downloads
References
Alzate, M., Arce-Urriza, M., & Cebollada, J. (2022). Mining the text of online consumer reviews to analyze brand image and brand positioning. Journal of Retailing and Consumer Services, 67(March), 102989. https://doi.org/10.1016/j.jretconser.2022.102989
Amanda, D. P., & Aslami, N. (2021). Pengaruh Citra Merek dan Periklanan terhadap Keputusan Pembelian Polis Asuransi. VISA?: Journal of Visions and Ideas VISA?: Journal of Visions and Ideas, 1(3), 288–296. https://journal.laaroiba.ac.id/index.php/visa/article/view/813
Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. E-Jurnal Ekonomi Dan Bisnis Universitas Medan Sumatera Utara, 4(1), 897. https://doi.org/10.24843/eeb.2021.v10.i10.p07
Ariella, I. R. (2018). Pengaruh Kualitas Produk, Harga dan Desain Produk terhadap Keputusan Pembelian Konsumen Mazelnid. PERFORMA?: Jurnal Manajemen Dan Start-Up Bsinis, 3(2). https://journal.uc.ac.id/index.php/performa/article/view/683
Aslami, N., Apriani, A., Widayati, C. C., & Losi, R. V. (2022). The Role of Trust in Mediating Perceived Ease of Use, Perceived Risk and e-WOM on Purchase Intention. Jurnal Persepktif Manajerial Dan Kewirausahaan (JPMK), 2(2), 69–81. https://jurnal.undira.ac.id/index.php/jpmk/article/view/189
Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image in Mediating the Influence of e-WOM and Celebrity Endorser on Purchase Intention. American Journal of Humanities and Social Sciences Research, VI(1), 221–232. https://ijecm.co.uk/wp-content/uploads/2018/02/627.pdf
Batubara, S. B. (2020). Pengaruh Kualitas Produk terhadap Keputusa Pembelian dengan Brand Image sebagai Variabel Intervening pada PT. Mega Sari Tata [Universitas Pembangunan Panca Budi]. https://jurnal.pancabudi.ac.id/index.php/jurnalfasosa/article/view/3081/2833
Cahayani, C. O., & Sutar. (2020). Pengaruh Kualittas Produk terhadap Brand Image Dan Dampaknya Terhadap Keputusan Pembelian Pada Produk Aldo Shoes. Jurnal Ekobis?: Ekonomi, Bisnis & Manajemen, 10, 1–15. https://ejournal.stiemj.ac.id/index.php/ekobis/article/view/128
Charantimath, P. M. (2017). Total Quality Management (Third Edit). Pearson India Education.
Chernatony, L. de, McDonald, M., & Wallace, E. (2011). Creating Powerful Brand (Fourth Edi).
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
Dirsehan, T., & Kurtulus, S. (2018). Measuring brand image using a cognitive approach?: Representing brands as a network in the Turkish airline industry. Journal of Air Transport Management, 67(May 2017), 85–93. https://doi.org/10.1016/j.jairtraman.2017.11.010
Fatmawati, N., & Soliha, E. (2017). Kualitas Produk, Citra Merek dan Persepsi Harga Terhadap Proses Keputusan Pembelian Konsumen Sepeda Motor Matic “Honda”. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 10(1), 1. https://doi.org/10.20473/jmtt.v10i1.5134
Feigenbaum, A. V. (1983). Total Quality Control (Third edit). https://doi.org/0-7-020353-9
Goyette I., Ricard, L., J., B., & F., M. (2010). e?WOM Scale: word?of?mouth measurement scale for e?services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://www.semanticscholar.org/paper/e-WOM-Scale%3A-Word-of-Mouth-Measurement-Scale-for-Goyette-Ricard/c21e238420e6d9cc7ed8b0976b2f2e5775515c93
Handayani, F., Bawono, A., & Viktor, V. (2020). Pengaruh Kualitas Produk Terhadap Brand Image Produk Roti Breadtalk Di Jakarta. Jurnal Pengabdian Dan Kewirausahaan, 4(1), 26–36. https://doi.org/10.30813/jpk.v4i1.2078
Hanum, Z. (2021). 89% Penduduk Indonesia Gunakan Smartphone. Mediaindoneisa.Com. https://mediaindonesia.com/humaniora/389057/kemenkominfo-89-penduduk-indonesia-gunakan-smartphone
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Husna, A., Rahmadi, N. A. B., & Syahbudi, M. (2022). Faktor Faktor yang Mempengaruhi Keputusan Pembelian Produk Impor Religiusitas Sebagai Variabel Intervening. Ekonomi Bisnis Manajemen Dan Akuntansi (EBMA), 3(2021), 1040–1061. https://jurnal.ulb.ac.id/index.php/ebma/article/view/3660
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Joseph F. Hair, J., G, T. M. H., Ringle, C. M., & Sarstedt, M. (2014). PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING ( PLS-SEM ). Sage Publication.
Kapferer, J. N. (2008). The New Strategic Brand Management (4 Edition). British Library.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Markerting Management (3rd editio). Pearson Education.
Krishnamurthy, A., & Kumar, S. R. (2018). Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43(October 2017), 149–156. https://doi.org/10.1016/j.jretconser.2018.03.010
Kurniawan, B. W., & Saputra, B. M. (2022). Brand Ambassador Dan E-Word Of Mouth Pengaruhnya Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian pada Marketplace I. Aksara: Jurnal Ilmu Pendidikan Nonformal, 8Kurniawan(3), 1967. https://doi.org/10.37905/aksara.8.3.1967-1976.2022
Kusumawati, A. (2012). The Effect of Electronic Word of Mouth, Message Source, Credibility, Information Quality on Brand Image and Purchase Intention. Ekuitas: Jurnal Ekonomi Dan Keuangan, 80, 94–108.
Lemeshow, S., Jr., D. W. H., Kalr, J., & Lwanga, S. K. (n.d.). Besaran Sampel dalam Kesehatan. Gajah Mada University Press.
Makkiyah, H., & Andjarwati, A. L. (2022). Pengaruh produk, harga dan Label Halal terhadap Niat Beli Ulang Merek Kosmetik Lokal untuk Remaja. Jurnal Ilmu Manajemen, 11, 337–351. https://journal.unesa.ac.id/index.php/jim/article/view/23393
Muliani, S., Nasution, Y. S. J., & Nst, M. L. I. (2023). Strategi Meningkatkan Kualitas Pelayanan dalam Menarik Minat Nasabah Menggunakan Produk Tabungan IB Hijrah di Bank Muamalah. SEIKO?: Journal of Management & Business, 6(2), 389–408. https://journal.stieamkop.ac.id/index.php/seiko/article/view/4806
Muthia, A. (2022). Perkiraan Pendapatan Produk Perawatan Diri dan Kecantikan di Indonesia. In Katada.co.id. https://databoks.katadata.co.id/datapublish/2022/12/05/makin-meroket-pendapatan-produk-kecantikan-dan-perawatan-diri-di-ri-capai-rp11183-triliun-pada-2022
Naini, N. F., Sugeng Santoso, Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The Effect of Product Quality, Service Quality, Customer Satisfaction on Customer Loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50
Nam, J., Ekinci, Y., & Whyatt, G. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40(July), 114–124. https://doi.org/10.1016/j.jhtm.2019.07.002
Nasution, M. D. T. P., Rossanty, Y., & Ario, F. (2018). Basic Management & Consumer Behavior. One Circle.
Nasution, Y. S. J., & Khairunnisah. (2022). Pengaruh Kualitas Produk, Celebrity, Endorsment dan Label Halal terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Ekonomi Rabbani, 2(2), 319–328. https://doi.org/https://doi.org/10.53566/jer.v2i2.124
Pangestika, W., Samri, Y., Nasution, J., & Harahap, R. D. (2023). Pengaruh Brand Image , Kualitas produk , serta Label Halal. 1(2). https://e-journal.nalanda.ac.id/index.php/SAMMAJIVA/article/view/204
Pratyaharani, H. P., Suroso, A. I., & Ratono, J. (2022). Pengaruh Harga, Citra Merek, Kualitas Produk dan Gaya Hidup Terhadap Keputusan Pembelian Perlengkapan Bayi Bagi Ibu. Jurnal Aplikasi Bisnis Dan Manajemen, 8(3), 846–855. https://doi.org/10.17358/jabm.8.3.846
Puriwat, W., & Tripopsakul, S. (2022). Consumers ’ Attitude towards Digital Social Responsibility?: Impacts on Electronic Word of Mouth and Purchase Intention. 6(1), 64–74. /https://doi.org/10.28991/ESJ-2022-06-01-05
Putranti, H. R. D., & Pradana, F. D. (2015). Electronic Word Of Mouth (e-WOM), Kepuasan Konsumen dan Pengaruh Langsung dan Tak Langsung. Media Ekonomi Dan Manajemen, 30(1), 101–113. http://dx.doi.org/10.24856/mem.v30i1.249
Restanti, F. A. (2019). TPengaruh Celebrity Endorsesr dan Electronic Word of Mouth terhadap Minat Beli dan Dampaknya terhadap Keputusan Pembelian) [Universitas Brawijaya]. http://repository.ub.ac.id/id/eprint/172353/
Rusmiyati, & Hartono, S. (2022). Influence The Influence of Product Quality, Brand Image and Promotion on Financing Decision with Customer Interest as Mediating Variable. In Journal of Consumer Sciences (Vol. 7, Issue 1). https://doi.org/10.29244/jcs.7.1.20-33
Sambashiva, K., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages?: Trust beliefs , value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Sanjaya, K. D. A., & Anrdani, I. G. A. K. S. (2018). Pengaruh Brand Image dalam Memediasi Pengaruh Kualitas Produk terhadap Niat Beli Ulang. E-Jurnal Manajemen Unud, 7(11), 6156–6183. https://doi.org/10.24843/EJMUNUD.2018.v07.i11.p13
Sanjiwani, N. M. D., & Suasana, I. G. A. kt. G. (2019). Peran Brand Image dalan Memediasi Pengaruh Kualitas Produk terhadap Keputusan Pembelian. E- Jurnal Manajemen, 8(11), 6721–6740. https://doi.org/10.24843/EJMUNUD.2019.v08.i11.p17
Sari, N., Saputra, M., & Husein, J. (2020). Pengaruh Electronic Word of Mouth terhadap Keputusan pembelian pada Toko Online di Bukalapak.com. Jurnal Syntax Transformation, 1(5), 136–140. https://doi.org/10.46799/jst.v1i5.60
Shintia, N., Nuryadin, M. T., & Anwar, W. (2019). Pengaruh Brand Image Terhadap Keputusan Nasabah Memilih Produk Bni Taplus Pada Pt Bank Negara Indonesia. Inovbiz: Jurnal Inovasi Bisnis, 7(1), 15. https://doi.org/10.35314/inovbiz.v7i1.947
Silverman, G. (2001). The Secrets of Word-of-Mouth Marketing. In How to Trigger Exponential Sales Through Runaway Word of Mouth. AMACON.
Suarsa, S. H., & Sugesti, H. (2020). Pengaruh Electronic Word of Moyth pada Online Travel Agent (OTA) Traveloka terhadap Keputusan Menginap di Topas Galeria H. Jurnal Ekonomi Dan Bisnis (E-QIEN), 7(1), 77–86. https://doi.org/10.34308/eqien.v7i1.112
Suliyanto, M. H. (2018). The Effect of Consumer Ethnocentrism , Brand Image , and Perceived Quality , on Purchase Decisions With Purchase Intention as Intervening Variable ( Study of Eiger Consumers in Tasikmalaya ). Journal of Accounting Management and Economics (JAME), 20(2). https://doi.org/10.32424/1.jame.2018.20.2.1120
Suryadiningrat, Y., Rahmat, T. Y., & Anandita, R. (2022). Pengaruh Penggunaan Media Sosial dan e-WOM terhadap Kepercayaan dan Minat Beli Belanja Online. Jurnal Aplikasi Bisnis Dan Manajemen, 8(2), 515–523. https://doi.org/10.17358/jabm.8.2.515
Tjiptono, F. (2005). Brand Management & Strategi. Andi.
We are social. (2023). We are social. Wearesocial.Com. https://wearesocial.com/us/blog/2023/01/digital-2023/
Weitzl, W. (2017). Measuring Electronic Effectiveness. Springer Gabler. https://doi.org/10.1007/978-3-658-15889-7
Yoesmanam, I. C. (2018). Pengaruh Pengetahuan Produk dan Persepsi Kualitas Produk terhadap Keputusan Pembelian pada Kosmetik Organik. BISMA (Bisnis Dan Manajemen), 7(2), 134. https://doi.org/10.26740/bisma.v7n2.p134-142
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Putri Sepfiani, Muhammad Lathief Ilhamy Nst, Muhammad Ikhsan Harahap
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
