Analisis Pengaruh Fenomena Viral terhadap Brand Equity dan Keputusan Pembelian Produk Kosmetik

Abstract

Industri kosmetik Indonesia terus mengalami pertumbuhan sehingga persaingan antar pengusaha semakin ketat. Berbagai strategi pemasaran dilakukan salah satunya dengan cara menjadi viral. Penelitian ini bertujuan menganalisis pengaruh product knowledge, group references dan social media marketing terhadap brand equity, kemudian menganalisis pengaruh brand equity produk kosmetik terhadap keputusan pembelian konsumen. Penelitian dilakukan dengan menggunakan google form yang disebar langsung kepada responden. Responden dari penelitian ini yaitu followers dari akun TikTok Scarlett berjumlah 100 orang. Analisis melalui pendekatan kuantitatif yang didukung data kualitatif dengan metode survei menggunakan analisis Partial Least Square (PLS) dan program Smart PLS for windows. Hasil penelitian ini menunjukkan bahwa pengaruh ketiga komponen viral marketing terhadap brand equity sebesar 73,4%. Pengaruh tidak langsung ketiga komponen viral marketing terhadap keputusan pembelian melalui brand equity sebesar 57,5%.

The Indonesian cosmetic industry continues to experience growth, so that competition between entrepreneurs is getting tougher. Various marketing strategies made one of which is by becoming viral. This study aims to analyze the effect of product knowledge, group references, and social media marketing on brand equity. Analyze the effect of brand equity on cosmetic products on consumer purchasing decisions. The research was conducted using a google form which distributes directly to the respondents. Respondents from this study were followers of Scarlett's TikTok account total of 100 people. Analysis through a quantitative approach supported by qualitative data with a survey method using Partial Least Square (PLS) analysis and the Smart PLS program for windows. The results of this study indicate that the effect of the three viral marketing components on brand equity is 73.4%. The indirect effect of the three viral marketing components on purchasing decisions through brand equity is 57.5%.