The role of brand awareness, e-WOM, and perceived quality on purchase intention of Viva cosmetics in Medan
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Abstract
Viva Cosmetics is one of the oldest cosmetic brands known for their affordable prices and formulations that are suitable for tropical environments. As the beauty industry keeps evolving, there has been a noticeable decrease in the purchase intention of Viva Cosmetics’ products which can be predicted through brand awareness, e-WOM, and perceived quality. This research intends to examine the role of these variables on the purchase intention of Viva Cosmetics among consumers in Medan. Descriptive quantitative and causal method are implemented in this research. Sample is determined using non-probability sampling (accidental sampling) with a total of 97 respondents. Multiple linear regression is used to analyze the data in this research. Results show that brand awareness, e-WOM, and perceived quality partially and significantly influence the purchase intention of Viva Cosmetics in Medan. Brand awareness, e-WOM, and perceived quality also influence the purchase intention simultaneously
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How to Cite
Jeybi, J., & Alfonsius, A. (2024). The role of brand awareness, e-WOM, and perceived quality on purchase intention of Viva cosmetics in Medan. Enrichment : Journal of Management, 14(1), 38-47. https://doi.org/10.35335/enrichment.v14i1.1868
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Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing Mix on Purchase Intention and its Impact on the Decision to Purchase Somethinc Products. International Journal of Professional Business Review, 8(10), e03779. https://doi.org/10.26668/businessreview/2023.v8i10.3779
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. Journal Management, 22(1), 88–102. https://doi.org/https://doi.org/10.33557/mbia.v22i1.2144
Wicaksana, B. F. A., & Kurniawati, D. (2021). Pengaruh Persepsi Kualitas Terhadap Minat Beli All New Honda Vario 150 Esp Dengan Citra Merek Sebagai Variabel Intervening (Studi Empiris Pada Calon Konsumen Di Kota Madiun). Jurnal Riset Manajemen Dan Akutansi, 9(1), 1–12.
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Ardisa, C., Rohman, F., & Puspaningrum, A. (2022). Country of Origin and Perceived Quality in Mediating the Influence of Consumer Ethnocentrism on Purchase Intention. Jurnal Aplikasi Manajemen, 20(3), 563–577. https://doi.org/10.21776/ub.jam.2022.020
Astuti, N. P., & Rahmawati, H. R. (2023). The impact of ewom and perceived quality on purchase intention and purchase decision. Jurnal Ekonomi Manajemen Dan Akutansi, 25(1), 22–34. https://kumparan.com/kumparanwoman.
Enjelina, E., & Dewi, C. K. (2021). Pengaruh Brand Awareness, Brand Association, Perceived Quality, dan Brand Loyalty Terhadap Purchase Intention Pada Produk Emina di Kota Bandung The Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty Toward Purchase Intention of Emina Cosmetic Product in Bandung Region. EProceedings of Management Telkom University, 8(3). https://doi.org/https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/15024
Hameed, F., Malik, I. A., Hadi, N. U., & Raza, M. A. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude. Online Journal of Communication and Media Technologies, 13(2). https://doi.org/10.30935/ojcmt/12876
Hasibuan, L. (2022). Industri kecantikan tahan krisis, laris manis meski pandemi. CNBC Indonesia. https://www.cnbcindonesia.com/lifestyle/20221104104902-33-385138/industri-kecantikan-tahan-krisis-laris-manis-meski-pandemi
Iduoze, O., Tijjani, R., & Ibraimi, C. (2023). Globalization And Marketing - A Positive Impact Upon Society And Businesses? International Journal of Innovative Research and Advanced Studies (IJIRAS), 10. www.ijiras.com|
Intansari, D. D., & Roostika, R. (2022). The Impact of Electronic Word-of-Mouth on Purchase Intention in Tripadvisor. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 01(01), 123–137. https://journal.uii.ac.id/selma/index
Keller, K. L., & Swaminathan, V. (2020). Strategic Branding Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson.
Lee, J. E., Goh, M. L., & Mohd Noor, M. N. Bin. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3), 161–178. https://doi.org/10.1108/prr-11-2018-0031
Majid, A. A. Al, & Sumadi. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Sikap dan Minat Beli Konsumen Pakaian Pada E-Commerce di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 01(03), 24–38. https://journal.uii.ac.id/selma/index
Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Dissatisfaction, Disconfirmation, and Distrust: an Empirical Examination of Value Co-Destruction through Negative Electronic Word-of-Mouth (eWOM). Information Systems Frontiers, 22(1), 113–130. https://doi.org/10.1007/s10796-018-9849-4
Ningrum, S. P., & Tobing, R. P. (2022). Pengaruh Viral Marketing dan Brand Awareness Terhadap Purchase Intention Produk Skincare Brand Korea Selatan. OPTIMAL: Jurnal Ekonomi Dan Manajemen, 2(4), 174–188.
Nuzula, I. F., & Wahyudi, L. (2022). The Influence of Perceived Risk, Perceived Quality, Brand Attitude, and E-WoM on Purchase Intention. Expert Journal of Business and Management, 10(2), 51–64. http://Business.ExpertJournals.com
Populix. (2022). Unveiling Indonesian Beauty & Dietary Lifestyle. https://info.populix.co/report/beauty-dietary-trends/
Pramitha, T. (2021). Pengaruh Country of Origin, Brand Image dan Brand Awareness Terhadap Purchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(5), 453–458.
Prihartini, D., & Damastuti, R. (2022). Pengaruh e-WOM terhadap Minat Beli Skincare Lokal pada Followers Twitter @ohmybeautybank. Jurnal Ilmu Komunikasi, 4(1), 56–67. https://doi.org/https://doi.org/10.37715/calathu.v4i1.2724
Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica, 5(1), 40–50. https://doi.org/https://doi.org/10.31294/jeco.v5i1.9284
Rafik, A., Suardhita, N., & Sugeng, I. S. (2021). The influence of quality of services and hospital facilities on patient satisfaction. Journal of Economics and Business Letters, 1(4), 19–26. https://doi.org/https://doi.org/10.55942/jebl.v1i4.128
Rahardjo, C. Y., Paserela, N., & Juliana. (2023). Pengaruh E-Wom dan Brand Awareness terhadap Purchase Intention di Restoran Nippon-Kan Jakarta Pusat. Ecodemica: Jurnal Ekonomi, Manajemen Dan Bisnis, 7(1), 47–57. https://doi.org/https://doi.org/10.31294/eco.v7i1.14927
Ramadhani, F. (2022). Intip Data Penjualan Kosmetik Wajah Terlaris di Shopee dan Tokopedia: Brand Makeup Lokal Kuasai Pasar! Compas. https://compas.co.id/article/brand-makeup-lokal/
Sahir, S. H. (2021). Metodologi Penelitian. Penerbit KBM Indonesia.
Schiffman, L., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.
Statista. (2023). Cosmetics - Indonesia | Statista Market Forecast. https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/indonesia
Sugiyono. (2022). Metodologi Penelitian Kuantitatif (3rd ed.). Alfabeta.
Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing Mix on Purchase Intention and its Impact on the Decision to Purchase Somethinc Products. International Journal of Professional Business Review, 8(10), e03779. https://doi.org/10.26668/businessreview/2023.v8i10.3779
Tanjung, R., & Keni, K. (2023). Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi. Journal Management, 22(1), 88–102. https://doi.org/https://doi.org/10.33557/mbia.v22i1.2144
Wicaksana, B. F. A., & Kurniawati, D. (2021). Pengaruh Persepsi Kualitas Terhadap Minat Beli All New Honda Vario 150 Esp Dengan Citra Merek Sebagai Variabel Intervening (Studi Empiris Pada Calon Konsumen Di Kota Madiun). Jurnal Riset Manajemen Dan Akutansi, 9(1), 1–12.
Wjaya, G. P., & Yulita, H. (2022). Pengaruh Konten Marketing, E-WoM, dan Citra Merek di Media Sosial Tiktok terhadap Minat Beli Kosmetik Mother of Pearl. Journal of Business & Applied Management, 15(2), 133. https://doi.org/10.30813/jbam.v15i2.3772
Wuisan, D., & Angela, J. (2022). The Effect of Celebrity Endorsement, Perceived Quality, and Brand Loyalty on Purchase Intention (Case Study: Sulwhasoo Cosmetic Products). Jurnal Manajemen Bisnis Dan Inovasi Universitas Sari Ratulangi, 9(2), 765–777.