Pengaruh Product Knowledge, Brand Image, dan E-Wom Terhadap Purchase Intention Pada Produk Esqa Cosmetics = The Influence Of Product Knowledge, Brand Image, And E-Wom On Purchase Intention For Esqa Cosmetics Products

Curyani, Najla Imara (2023) Pengaruh Product Knowledge, Brand Image, dan E-Wom Terhadap Purchase Intention Pada Produk Esqa Cosmetics = The Influence Of Product Knowledge, Brand Image, And E-Wom On Purchase Intention For Esqa Cosmetics Products. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Peningkatan kebutuhan akan produk kosmetik saat ini telah mengubah lanskap kecantikan global. Tren kecantikan telah mengalami banyak perubahan dalam satu dekade terakhir, dan ini mencerminkan bahwa industri kecantikan dan perawatan tubuh telah menjadi kebutuhan utama di kalangan penduduk Indonesia. Penggunaan produk kosmetik yang begitu maju saat ini terjadi dikarenakan literasi informasi akan suatu produk kecantikan mulai meningkat. Penelitian ini bertujuan untuk menyelidiki dampak product knowledge, brand image dan E-WOM terhadap purchase intention pada produk Esqa Cosmetics. Metode penelitian yang digunakan adalah Structural Equation Modeling (SEM), dan analisis dilakukan menggunakan software SmartPLS 4. Penelitian ini mengadopsi pendekatan kuantitatif, dengan pengumpulan data melalui kuesioner online menggunakan Google Form. Populasi dalam penelitian ini yaitu seluruh individu yang mengenal dan pernah membeli produk Esqa Cosmetics di Jabodetabek. Jumlah sampel minimal sebanyak 230 responden dengan teknik pengambilan sampel yang digunakan adalah non- probability sampling dengan metode purposive sampling. Hasil analisis data menunjukkan bahwa semua hipotesis yang diajukan mendapatkan dukungan, mengindikasikan adanya pengaruh positif yang signifikan dari product knowledge, brand image dan E-WOM terhadap purchase intention pada produk Esqa Cosmetics. / The increasing demand for cosmetic products has transformed the global beauty landscape. Beauty trends have undergone numerous changes in the past decade, reflecting that the beauty and personal care industry has become a primary necessity among the Indonesian population. The current widespread use of cosmetic products is attributed to the growing literacy about beauty products. This research aims to investigate the impact of product knowledge, brand image, and electronic word of mouth (E-WOM) on the purchase intention for Esqa Cosmetics products. The research methodology employs Structural Equation Modeling (SEM), and the analysis is conducted using SmartPLS 4 software. This study adopts a quantitative approach, with data collected through an online questionnaire using Google Forms. The population for this research comprises individuals who are familiar with and have previously purchased Esqa Cosmetics products in the Jabodetabek area. The minimum sample size is 230 respondents, utilizing non-probability sampling with the purposive sampling method. The results of the data analysis reveal that all proposed hypotheses receive support, indicating a significant positive influence of product knowledge, brand image, and E-WOM on the purchase intention for Esqa Cosmetics products.

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