CO-BRANDING, INFLUENCER MARKETING, DAN E-WOM BERPENGARUH TERHADAP PURCHASE INTEREST
Dear Me Beauty merupakan perusahaan yang fokus di bidang kecantikan. Penelitian ini bertujuan untuk menganalisis pengaruh co-branding, influencer marketing, dan E-WOM terhadap purchase interest calon konsumen Dear Me Beauty x Sasa di Kota Denpasar. Populasi penelitian ini meliputi calon konsumen yan...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Udayana
2024-12-01
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| Series: | E-Jurnal Manajemen |
| Online Access: | https://ojs.unud.ac.id/index.php/manajemen/article/view/118259 |
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| Summary: | Dear Me Beauty merupakan perusahaan yang fokus di bidang kecantikan. Penelitian ini bertujuan untuk menganalisis pengaruh co-branding, influencer marketing, dan E-WOM terhadap purchase interest calon konsumen Dear Me Beauty x Sasa di Kota Denpasar. Populasi penelitian ini meliputi calon konsumen yang berdomisili di Kota Denpasar dengan jumlah sampel 130 responden. Metode penentuan sampel yang digunakan adalah non-probability sampling dengan Teknik purposive sampling. Metode pengumpulan data dengan metode survei dan menyebarkan kuesioner secara offline dengan skala Likert lima poin. Alat analisis data menggunakan aplikasi SPSS versi 26. Hasil penelitian co-branding berpengaruh positif dan signifikan terhadap purchase interest, influencer marketing berpengaruh positif dan signifikan terhadap purchase interest, E-WOM berpengaruh positif dan signifikan terhadap purchase interest, serta co-branding, influencer marketing, dan E-WOM secara bersama – sama mempengaruhi purchase interest. Secara teoretis, penelitian ini memberikan manfaat mengenai perilaku konsumen, yaitu semakin unik dan semakin baik reputrasi brand yang berkolaborasi dapat meningkatkan purchase interest konsumen. Implikasi praktis sebagai bahan pertimbangan bagi perusahaan Dear Me Beauty dalam memberikan kualitas produk yang baik kepada pelanggannya.
Dear Me Beauty is a company that focuses on the beauty sector. This research aims to analyze the influence of co-branding, influencer marketing, and E-WOM on the purchase interest of potential Dear Me Beauty x Sasa consumers in Denpasar City. The population of this research includes potential consumers who live in Denpasar City with a sample size of 130 respondents. The sampling method used was non-probability sampling with purposive sampling technique. Data collection method using survey method and distributing questionnaires offline with a five-point Likert scale. The data analysis tool uses the SPSS version 26 application. The research results show that co-branding has a positive and significant effect on purchase interest, influencer marketing has a positive and significant effect on purchase interest, E-WOM has a positive and significant effect on purchase interest, and co-branding, influencer marketing, and E-WOM together influence purchase interest. Theoretically, this research provides benefits regarding consumer behavior, namely that the more unique and better the reputation of the collaborating brand, the more it can increase consumer purchase interest. Practical implications as consideration for the Dear Me Beauty company in providing good quality products to its customers. |
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| ISSN: | 2302-8912 |