THE INFLUENCE OF BRAND TRUST, PRODUCT QUALITY, PRICE AND SOCIAL MEDIA MARKETING ON INTEREST TO REPURCHASE WARDAH COSMETIC PRODUCTS

Sri Nawangsari; Novia Ari Kusumawati

Authors

Sri Nawangsari Universitas Gunadarma
Novia Ari Kusumawati Gunadarma University

Keywords:

Auditor Paradigm and Audit Quality, Competence, Risk Based Internal Audit,

Abstract

The purpose of this study was to partially analyze the effect of brand trust, product quality, price and social media marketing on repurchase intention. The method of analysis in this study uses quantitative data and sources from primary data. The sampling technique used purposive sampling. Data collection was carried out by distributing questionnaires online and the samples used were respondents who bought and used Wardah cosmetic products at least once, where the number of samples used in this study was 100 respondents. Data analysis techniques were carried out by validity and reliability tests, classical assumption tests (normality test, multicollinearity test and heteroscedasticity test), multiple linear regression analysis, coefficient of determination (R2) and hypothesis testing (t test) with testing tools using the SPSS 25 program The results of testing the hypothesis in this study with the t test showed that the price and social media marketing variables partially had no effect on repurchase intention, while the brand trust and product quality variables partially had a significant effect on repurchase intention.

Downloads

Download data is not yet available.

References

A. Djaya, “Natural Beauty Inner Beauty, Manajemen Diri Meraih Kecantikan Sejati dari Khazanah Tradisional,” Yogyakarta: Kreasi Wacana, 2007.

S. Nurfitriana and F. Iriani, “Citra Merek, Kualitas Produk, Harga Dan Pengaruhnya Pada Minat Beli Ulang Produk Kecantikan Wardah,” Sebatik, vol. 22, no. 2, pp. 56–63, 2018.

A. Yudanegara and P. P. Rahmi, “Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Sebagai Variabel Intervening Pada Umkm Di Kota Bandung,” J. Indones. Membangun, vol. 18, no. 03, pp. 46–59, 2019.

M. A. Kusumawati, “Pengaruh Harga, Social Media Marketing, dan Electronic Word of Mouth Terhadap Minat Beli Ulang Kosmetik Wardah (Studi Terhadap Konsumen Kosmetik Wardah di Kota Yogyakarta),” Universitas Sanata Dharma, 2020.

T. APJII, “Survei Pengguna Internet PJII 2019-Q2 2020, Ada kenaikan 25, 5 Juta Pengguna Internet Baru di RI,” Bul. APJII, vol. 74, no. 10, 2020.

K. Basyar and S. Sanaji, “Pengaruh persepsi kemudahan dan persepsi manfaat terhadap niat beli ulang secara online dengan kepuasan sebagai variabel intervening,” BISMA (Bisnis dan Manajemen), vol. 8, no. 2, pp. 204–217, 2016.

R. Fandiyanto and R. E. Kurniawan, “Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Minat Beli Ulang ‘Kopi Toraja’ Di Coffee Josh Situbondo,” J. Ilm. Ecobuss, vol. 7, no. 1, pp. 21–42, 2019.

P. Kotler and K. L. Keller, “Manajemen Pemasaran, Edisi Kelima Belas Jilid I, terj,” Bob Sabran, MM, Erlangga, Jakarta, 2016.

D. Purwana, R. Rahmi, and S. Aditya, “Pemanfaatan digital marketing bagi usaha mikro, kecil, dan menengah (UMKM) di Kelurahan Malaka Sari, Duren Sawit,” J. Pemberdaya. Masy. Madani, vol. 1, no. 1, pp. 1–17, 2017.

K. Matzler, S. Grabner‐Kräuter, and S. Bidmon, “Risk aversion and brand loyalty: the mediating role of brand trust and brand affect,” J. Prod. Brand Manag., 2008.

M. Rizan, B. Saidani, and Y. Sari, “Pengaruh brand image dan brand trust terhadap brand loyalty teh botol sosro survei konsumen teh botol sosro di food court itc cempaka mas, jakarta timur,” JRMSI-Jurnal Ris. Manaj. Sains Indones., vol. 3, no. 1, pp. 1–17, 2012.

P. Kotler and G. Amstrong, “Prinsip-Prinsip Pemasaran edisi ke 12, Jakarta: Erlangga,” 2014.

S. Santoso, Menguasai statistik dengan SPSS 24. Elex Media Komputindo, 2017.

S. Gunelius, 30-minute social media marketing: Step-by-step techniques to spread the word about your business: Social media marketing in 30 minutes a day. McGraw Hill Professional, 2010.

A. Ferdinand, “Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi tesis dan desrtasi ilmu manajemen,” 2014.

I. Imron, “Analisa pengaruh kualitas produk terhadap kepuasan konsumen menggunakan metode kuantitatif pada CV. Meubele Berkah Tangerang,” Indones. J. Softw. Eng., vol. 5, no. 1, pp. 19–28, 2019.

U. Silalahi, “Metode Penelitian Sosial, Cet,” Ke-3. Bandung: Refika Aditama, 2012.

F. Tjiptono and G. Chandra, “Manajemen pelayanan jasa,” Penerbit Andi, Yogyakarta, 2006.

R. Rosita, “Pengaruh Lokasi, Kelengkapan Produk, Kualitas Produk, Pelayanan, Harga, dan Kenyamanan Berbelanja Terhadap Minat Beli Ulang Konsumen Pada Lotte Mart Bekasi Junction,” E-Journal Widya Ekon., vol. 1, no. 1, p. 55055, 2015.

C.-H. Lien, M.-J. Wen, L.-C. Huang, and K.-L. Wu, “Online hotel booking: The effects of brand image, price, trust and value on purchase intentions,” Asia Pacific Manag. Rev., vol. 20, no. 4, pp. 210–218, 2015.

N. A. Setiawaty, “Pengaruh iklan, citra merek, dan kepercayaan merek terhadap minat beli konsumen smartphone samsung galaxy series (studi kasus mahasiswa/i universitas gunadarma, depok),” J. Ilm. Ekon. Bisnis, vol. 22, no. 1, 2017.

I. Savitri and I. M. Wardana, “Pengaruh citra merek, kualitas produk dan persepsi harga terhadap kepuasan dan niat beli ulang,” E-Jurnal Manaj. Univ. Udayana, vol. 7, no. 10, p. 5748, 2018.