Pengaruh Digital Marketing, Brand Image dan Product Quality Terhadap Purchase Intention Pada Moisturizer Skintific

Abstract

Persaingan industri skincare yang semakin ketat menuntut perusahaan untuk menerapkan strategi pemasaran yang efektif, khususnya melalui media digital. Skintific sebagai merek skincare baru memanfaatkan digital marketing untuk memperkuat brand image dan meningkatkan purchase intention konsumennya. Penelitian ini bertujuan menganalisis pengaruh digital marketing, brand image, dan product quality terhadap purchase intention pada produk moisturizer Skintific di wilayah Jabodetabek. Penelitian menggunakan metode kuantitatif dengan pendekatan survei terhadap 135 responden berusia 17–35 tahun yang pernah membeli atau memiliki niat untuk membeli moisturizer Skintific. Penelitian ini menggunakan data primer dan data sekunder yang dianalisis menggunakan analisis deskriptif dan SEM-PLS. Metode penarikan sampel yang digunakan adalah teknik purposive sampling dan quota sampling. Hasil menunjukkan bahwa brand image dan product quality berpengaruh positif dan signifikan terhadap purchase intention, sedangkan digital marketing tidak berpengaruh signifikan secara langsung. Kata kunci: brand image, digital marketing, moisturizer, product quality, purchase intention

The increasingly fierce competition in the skincare industry demands companies to implement effective marketing strategies, particularly through digital media. Skintific, as a new skincare brand, utilizes digital marketing to strengthen its brand image and increase consumer purchase intention. This study aims to analyze the influence of digital marketing, brand image, and product quality on purchase intention for Skintific moisturizer products in the Greater Jakarta area. The study used a quantitative method with a survey approach to 135 respondents aged 17–35 who had purchased or had the intention to purchase Skintific moisturizer. This study used primary and secondary data analyzed using descriptive analysis and SEM-PLS. The sampling methods used were purposive sampling and quota sampling. The results showed that brand image and product quality had a positive and significant effect on purchase intention, while digital marketing did not have a significant direct effect. Keywords: brand image, digital marketing, moisturizer, product quality, purchase intention