PENGARUH ELECTRONIC WORD OF MOUTH (eWOM) DAN BRAND IMAGE TERHADAP MINAT BELI PADA SKINCARE AVOSKIN BEAUTY MELALUI PLATFORM MEDIA SOSIAL TIKTOK
DOI:
https://doi.org/10.35794/jmbi.v10i2.50227Abstrak
Penelitian ini dilakukan karena penjualan produk Avoskin mengalami penurunan pada bulan Agustus 2022. Dalam kategori produk perawatan kulit, Avoskin menempati peringkat kelima di antara pesaing lokal. Akibatnya, minat dan penjualan konsumen untuk Avoskin menurun karena masih kalah dengan kompetitor sejenis. Tujuan penelitian ini adalah untuk mengetahui pengaruh yang signifikan dari hasil variabel Electronic Word of Mouth dan Brand Image terhadap Minat Beli Konsumen. Pengumpulan data dilakukan dengan menyebar kuesioner kepada 115 responden berusia 16-29 tahun, pengguna aktif media sosial TikTok yang mengetahui akun TikTok @avoskinbeauty, berdomisili di JABODETABEK dan Kota Bandung. Pengujian data dilakukan menggunakan metode SEM (Structural Equation Modelling) menggunakan software SmartPLS 3.0 for Windows. Hasil dari penelitian mengindikasikan bahwa terdapat pengaruh yang positif dan signifikan antara Electronic Word of Mouth dan Brand Image terhadap Minat Beli. Rekomendasi penelitian untuk Avoskin yaitu meningkatkan minat beli konsumen dengan bekerja sama dengan influencer TikTok yang lebih populer. Selain itu, apabila penelitian selanjutnya menggunakan topik yang berhubungan dengan variabel electronic word of mouth, brand image, dan minat beli diharapkan dapat melakukan pengembangan penggunaan media sosial lainnya dan objek yang berbeda.
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