Pengaruh konten media sosial terhadap niat beli ulang melalui citra merek pada produk kecantikan innisfree = The effect of social media content on repurchase intention through brand image on innisfree beauty products

Fania, Fania (2021) Pengaruh konten media sosial terhadap niat beli ulang melalui citra merek pada produk kecantikan innisfree = The effect of social media content on repurchase intention through brand image on innisfree beauty products. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Innisfree merupakan salah satu merek produk yang berasal dari Korea Selatan yang berada di bawah naungan perusahaan Amore Pasific. Dalam mendukunng penjualan, Innisfree melakukan ekspansi dan membuka gerai di Indonesia sebanyak 20 gerai, yakni Jakarta, Surabaya, dan kota-kota besar lainnya. Penelitian ini membahas mengenai pengaruh konten iklan, promosi penjualan, konten buatan pengguna terhadap niat beli ulang melalui citra merek hedonis dan fungsional produk kecantikan Innisfree. Responden penelitian merupakan orang yang mengenal merek dan pernah membeli produk Innisfree berjumlah 192 responden. Penelitian dilakukan menggunakan metode kuantitatif dengan teknik pengumpulan data purposive sampling. Data diuji dengan menggunakan PLS-SEM dengan menggunakan aplikasi Smart-PLS. Hasil penelitian ini konten iklan berpengaruh positif terhadap citra merek hedonis dikarenakan konten iklan Innisfree menampilkan informasi berupa suara, gambar dan bahasa yang dapat menarik perhatian konsumen untuk melihat langsung ke gerainya. Pada konten buatan pengguna dan konten promosi penjualan berpengaruh positif terhadap citra merek hedonis dan fungsional karena konten yang dibuat pengguna memberikan informasi dan persepsi mengenai produk-produk Innisfree serta memberikan promosi (diskon, hadiah, uji coba dan kupon) untuk menarik konsumen secara emosi dan manfaat yang didapatkan melalui produk Innisfree. Citra merek hedonis dan fungsional berpengaruh positif terhadap niat beli ulang karena Innisfree memiliki reputasi, kualitas dan manfaat yang telah dikenal baik serta dipercaya produk yang dikeluarkan Innisfree cocok dan dapat membantu dalam memecahkan masalah mereka /Innisfree is a product brand originating from South Korea which is under the auspices of the Amore Pacific company. To support sales, Innisfree expanded and opened 20 outlets in Indonesia, namely Jakarta, Surabaya, and other big cities. This study discusses the effect of advertising content, sales promotion, user-generated content on repurchase intention through hedonic and functional brand image of Innisfree beauty products. Research respondents are people who know the brand and have bought Innisfree products totaling 192 respondents. The research was conducted using quantitative methods with purposive sampling data collection techniques. The data were tested using PLS-SEM using the Smart-PLS application. The results of this study indicate that advertising content has a positive effect on hedonic brand image because Innisfree's advertising content displays information in the form of sound, images, and language that can attract consumers' attention to look directly at the outlets. User-generated content and sales promotion content has a positive effect on hedonic and functional brand image because user-generated content provides information and perceptions about Innisfree products and provides promotions (discounts, gifts, trials, and coupons) to attract consumers emotionally and benefit obtained through Innisfree products. The hedonic and functional brand image has a positive effect on repurchase intention because Innisfree has a well-known reputation, quality, and benefits and is trusted by Innisfree's products that are suitable and can help in solving their problems.

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