PERAN E-WOM DALAM FEMALE DAILY TERHADAP MINAT BELI PRODUK SKINCARE (Studi Kasus Produk Sun Protection L'Oreal Paris)

• Main Author: Diestriani Ramadhanti, - (Author)
• Format: Book
• Published: 2021-08-25.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/67302/1/S_PEM_1702729_Title.pdf; http://repository.upi.edu/67302/2/S_PEM_1702729_Chapter1.pdf; http://repository.upi.edu/67302/3/S_PEM_1702729_Chapter2.pdf; http://repository.upi.edu/67302/4/S_PEM_1702729_Chapter3.pdf; http://repository.upi.edu/67302/5/S_PEM_1702729_Chapter4.pdf; http://repository.upi.edu/67302/6/S_PEM_1702729_Chapter5.pdf; http://repository.upi.edu/67302/7/S_PEM_1702729_Appendix.pdf
• Keywords: HD28 Management. Industrial Management; L Education (General)

Penggunaan produk skincare oleh konsumen mengalami penurunan akibat adanya pandemi Covid-19, khususnya dalam kategori produk sun protection yang paling terkena dampak penurunannya karena keterbatasan aktivitas selama pandemi. Penelitian ini bertujuan untuk mengetahui gambaran mengenai e-WOM, gambaran mengenai minat beli dan pengaruh e-WOM dalam Female Daily terhadap minat beli produk skincare yaitu produk sun protection L'Oreal Paris. Metode yang digunakan dalam penelitian ini adalah deskriptif dan verifikatif dengan jumlah sampel sebanyak 120 responden wanita berusia >18 tahun yang menjadi pengguna Female Daily di Kota Bandung dengan menggunakan teknik sampling purposive sampling. Teknik analisis yang digunakan adalah dengan koefisien korelasi pearson product moment serta analisis regresi sederhana dengan menggunakan software SPSS 25.0 for windows. Dalam variabel independen, indikator e-WOM quality mendapatkan skor paling tinggi dan indikator e-WOM quantity mendapatkan skor paling rendah. Sedangkan dalam variabel dependen, indikator minat eksploratif mendapatkan skor paling tinggi dan indikator minat transaksional mendapatkan skor paling rendah. Hasil penelitian menemukan adanya pengaruh positif dan signifikan antara e-WOM dan minat beli. Melalui penelitian ini diharapkan mampu memberikan gambaran mengenai e-WOM, minat beli dan hubungan keduanya sehingga perusahaan dapat menerapkan strategi pemasaran yang tepat untuk memenangkan hati calon pelanggannya. The use of skincare products by consumers has decreased due to the Covid-19 pandemic, especially in the sun protection product category which was most affected because of activities limitation during pandemic. This research aims to understand a picture of e-WOM, purchase intention and the influence of e-WOM in Female Daily on the consumer's interest in buying skincare products of L'Oreal Paris sun protection. The method used in this research is descriptive and verification with a sample of 120 female users of Female Daily who were >18 years old and lived in Bandung using purposive sampling technique. To analyze, this research used pearson product moment correlation coefficient and simple regression analysis using SPSS 25.0 software for windows. On the independent variable, the e-WOM quality indicator received the highest score, and the e-WOM quantity indicator received the lowest score. Meanwhile, on dependent variable, the explorative interest indicator received the highest score, and transactional interest received the lowest score. The results found that there was a positive and significant relationship between e-WOM and purchase intention. Through this research is expected to provide a picture in understanding e-WOM, purchase intention and the relationship of the two so companies can implement appropriate marketing strategies to win the hearts of potential consumers.