PENGARUH ONLINE REVIEW, BRAND IMAGE, PRICE, DAN TRUST TERHADAP PURCHASE DECISION PADA PRODUK SOMETHINC
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Abstract
Somethinc is one of the most popular cosmetic companies. The increasing public interest in cosmetic products has led to an increase in the number of new competitors that make the beauty field a Red Ocean. These new competitors can threaten somethinc's position as the most favorite cosmetic brand. So this study aims to see if there is an influence of the variables Online Review, Brand Image, Perceived Price, and Trust on Purchase Decision on Somethinc Products. And whether the above variables can help Somethinc to maintain their ranking but in the top position. This research is a quantitative study using google form as a medium to obtain data which is then distributed to respondents. The population in this study is Surabaya residents who are part of Generation Z and have purchased Somethinc products in the past year. This questionnaire was successfully distributed to 158 respondents using a purposive sampling method which is part of non-probability sampling. The data that has been obtained, the author analyzes using SPSS with IBM SPSS software. This study found that Online Review has a significant positive effect on Purchase Decision, Brand Image also has a significant positive effect on Purchase Decision. Furthermore, Perceived Price also has a significant positive effect on Purchase Decision. Then, Trust has a significant positive effect on Purchase Decision. This study also explains that all hypotheses are accepted.
Abstrak: Somethinc merupakan salah satu perusahaan kosmetik yang paling digemari masyarakat. Meningkatnya ketertarikan masyarakat akan produk kosmetik membuat bertambah banyaknya kompetitor baru yang menjadikan bidang kecantikan menjadi Red Ocean. Kompetitor - kompetitor baru ini dapat mengancam posisi somethinc sebagai brand kosmetik terfavorit. Sehingga penelitian ini memiliki tujuan untuk melihat apakah ada pengaruh variabel Online Review, Brand Image, Perceived Price, dan Trust Terhadap Purchase Decision Pada Produk Somethinc. Serta apakah variabel diatas dapat membantu Somethinc untuk mempertahankan peringkat mereka tetapi di posisi atas. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan google form sebagai media untuk mendapatkan data yang kemudian dibagikan kepada responden. Populasi pada penelitian ini yaitu warga Surabaya yang merupakan bagian dari Generasi Z dan pernah membeli produk Somethinc selama setahun terakhir. Kuesioner ini berhasil dibagikan kepada 158 responden dengan menggunakan metode Purposive Sampling yang merupakan bagian dari Non-probability sampling. Data yang telah didapatkan, penulis analisa menggunakan SPSS dengan software SPSS IBM. Penelitian ini menemukan bahwa Online Review berpengaruh positif signifikan terhadap Purchase Decision. Kemudian Brand Image berpengaruh positif signifikan terhadap Purchase Decision. Selanjutnya Perceived Price juga berpengaruh positif signifikan terhadap Purchase Decision. Lalu, Trust berpengaruh positif signifikan terhadap Purchase Decision. Penelitian ini juga menjelaskan bahwa seluruh hipotesis diterima.
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