Pengaruh Content Marketing, Brand Awareness, dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Wardah di Kota Surabaya

Hayyina Rahma; Zumrotul Fitriyah; Reiga Ritomiea Ariescy

doi:10.37479/jeej.v7i1.27117

Pengaruh Content Marketing, Brand Awareness, dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Wardah di Kota Surabaya

Hayyina Rahma, Zumrotul Fitriyah, Reiga Ritomiea Ariescy

Abstract

The aim of this study is to determine how content marketing, brand awareness, and product quality influence consumer purchasing decisions for Wardah cosmetics in Surabaya. This research employs a descriptive quantitative approach and analyzes data using component-based SEM with the Partial Least Square (PLS) method. The population of this study consists of Wardah cosmetics consumers in Surabaya, with a sample involving 105 respondents. The results indicate that content marketing, brand awareness, and product quality have a significant positive impact on consumer purchasing decisions regarding Wardah cosmetics in Surabaya. In other words, the better the content marketing, brand awareness, and product quality of Wardah, the higher the likelihood that customers will purchase Wardah cosmetics in Surabaya.

Full Text:

PDF

References

Aaker, D. A. (2020). Managing brand equity: Capitalizing on the value of a brand name. Free Press.

Aprilia, R., Savitri, L., & Ichwani, T. (2023). Pengaruh Kualitas Produk, Harga Dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Skincare Msglow Di Kota Bekasi. JIMP : Jurnal Ilmiah Manajemen Pancasila, 3(1), 42–57. https://doi.org/10.35814/jimp.v3i1.4127

Apriliani, D., & Hayuningtias, K. A. (2023). Analisis Pengaruh Brand Awareness, Brand Association Dan Brand Ambassador Terhadap Keputusan Pembelian Pada Produk Skincare Scarlett Whitening. Jesya, 6(2), 1991–2004. https://doi.org/10.36778/jesya.v6i2.1102

Arianty, N., & Andira, A. (2021). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50. https://doi.org/10.30596/maneggio.v4i1.6766

Ariescy Ritomeia, R., Amriel Yudha Evanzha, A., & R.R Anindita, R. (2019). 64-Article Text-143-1-10-20200205. Jurnal MEBIS (Manajemen Dan Bisnis), 4(2), 70–77.

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. International Journal of Advertising, 34(1), 92-113. https://doi.org/10.1080/02650487.2014.994803

Caniago, A., & Rustanto, A. E. (2022). Kualitas Produk Dalam Meningkatkan Minat Beli Konsumen Pada Umkm Di Jakarta. Journal of Management Small and Medium Enterprises (SMEs), 15(3), 367–378. https://doi.org/10.35508/jom.v15i3.7368

Cici Ijan, M., & Ellyawati, J. (2023). The Influence of Content Marketing and E-Wom on Purchase Decisions in TikTok Social Media. Research Inventy: International Journal of Engineering And Science, 13(7), 2319–6483. www.researchinventy.com

Contentmarketinginstitute.com. (2023, October 18). B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 [Research]. https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/

Databoks.katadata.co.id. (2022, September 3). Brand Lokal Kosmetik Paling Banyak Digunakan (2022). https://databoks.katadata.co.id/datapublish/2022/09/03/10-merek-kosmetik-lokal-favorit-masyarakat-3-punya-paragon

Dwiputra, J. C., & Maryani, F. (2024). Pengaruh Review Pelanggan Terhadap Brand Awareness Dan Keinginan Membeli Di Optik Kita Ciledug Tahun 2024. 31–38.

Efendi, F. B., & Aminah, S. (2023). Pengaruh Promosi dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Skintific (Studi pada Mahasiswa UPN “Veteran” Jawa Timur). J-MAS (Jurnal Manajemen Dan Sains), 8(1), 762. https://doi.org/10.33087/jmas.v8i1.1055

Ekon.go.id. (2024, February 3). Hasilkan Produk Berdaya Saing Global, Industri Kosmetik Nasional Mampu Tembus Pasar Ekspor dan Turut Mendukung Penguatan Blue Economy. https://www.ekon.go.id/publikasi/detail/5626/hasilkan-produk-berdaya-saing-global-industri-kosmetik-nasional-mampu-tembus-pasar-ekspor-dan-turut-mendukung-

Febrianty, E., Pudjoprastyono, H., & Ariescy, R. R. (2023). Pengaruh Kualitas Produk, Citra Merek dan Gaya Hidup terhadap Keputusan Pembelian Smartphone Iphone: Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2870–2881. https://doi.org/10.47467/alkharaj.v6i2.4227

Fitriana Albertina, & Cecep Safa’atul Barkah. (2024). Pengaruh Content Marketing Terhadap Minat Beli Tiket pada PT. KAI: Studi pada Content Trip Experience di Sosial Media Instagram @kai121_. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 4578–4591. https://doi.org/10.47467/alkharaj.v6i5.1906

Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of Consumer Research, 17(2), 141-148. https://doi.org/10.1086/208544

Khotimah, H. (2020). Pengaruh kualitas produk, kualitas pelayanan dan harga terhadap kepuasan pelanggan (Studi kasus pelanggan Shopee di PT. Biro klasifikasi Indonesia Jakarta Utara). Sekolah Tinggi Ilmu Ekonomi Indonesia , 1–22.

Maulidya Nurivananda, S., Fitriyah, Z., Pembangunan, U., Veteran, N. ", & Timur, J. (2023). The Effect Of Content Marketing And Live Streaming On Purchase Decisions On The Social Media Application Tiktok (Study On Generation Z Consumers @Scarlett_Whitening In Surabaya) Pengaruh Content Marketing Dan Live Streaming Terhadap Keputusan Pembelian Pa. Management Studies and Entrepreneurship Journal, 4(4), 3664–3671. http://journal.yrpipku.com/index.php/msej

Nabilah, A. N., & Anggrainie, N. (2022). Pengaruh Kualitas Produk, Harga, Promosi, Brand Awareness, Brand Image dan Celebrity Endorser Terhadap Keputusan Pembelian Skincare Scarlett Whitening. Journal of Management, 5(3), 728–736. https://doi.org/10.2568/yum.v5i3.3597

Nurjanah, P., & Wahyono, A. (2022). Strategi E- Marketing Dan Brand Awareness Melalui Pemasaran Online Media Sosial Tiktok Terhadap Minat Beli Konsumen Pada Cafe Coffee Iseff Di Kabupaten Tangerang. Jurnal Manajemen USNI, 6(2), 37–52.

Octafiany, D. N., & Nurfebiaraning, S. (2021). Pengaruh Content Marketing Di Media Sosial Instagram Terhadap Sikap Konsumen Dalam Pembelian Produk Sepatu Compass the Influence of Content Marketing on Instagram Social Media on Consumer Attitude in Purchase of Compass Shoes Products. 8(6), 8924–8934.

Pulizzi, J. (2012). The rise of storytelling as the new marketing. Journal of Content Marketing, 39(5), 1-10.

Ramadhan, A., Fitriyah, Z., & Zawawi. (2023). The Influence of Product Quality and Price Perception on Purchasing Decisions of Mixue Ice Cream in Surabaya. Indonesian Journal of Business Analytics, 3(4), 1291–1306. https://doi.org/10.55927/ijba.v3i4.5277

Semrush.com. (2024). The State of Content Marketing. 2023 Global Report. https://www.semrush.com/goodcontent/state-of-content-marketing/

Sitorus, S. (2022). BRAND MARKETING: THE ART OF BRANDING (A. Sudirman (ed.)). MEDIA SAINS INDONESIA.

Snapchart.global. (2023, May 22). Local or Imported Beauty Products, Which Interests Indonesians Most? https://snapcart.global/local-or-imported-beauty-products-which-interests-indonesians-most/

Supangkat, A. S., & Pudjoprastyono, H. (2022). Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian Produk Sariayu Martha Tilaar di Kota Surabaya. Widya Manajemen, 4(2), 140–149. https://doi.org/10.32795/widyamanajemen.v4i2.2875

Topbrand-award.com. (2023). Top Brand Index. https://www.topbrand-award.com/top-brand-index/?tbi_year=2023&category=perawatan-pribadi&type=brand&tbi_find=wardah

YAZGAN PEKTAS, S., & HASSAN, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, May, 79–88. https://doi.org/10.26650/jot.2020.6.1.0011

Yenni Arfah. (2022). Keputusan Pembelian Produk. PT INOVASI PRATAMA INTERNASIONAL. https://books.google.co.id/books?id=nTxlEAAAQBAJ&source=gbs_navlinks_s

DOI: https://doi.org/10.37479/jeej.v7i1.27117