PENGARUH E-WOM, PROMOSI, DAN BRAND LOVE  TERHADAP KEPUTUSAN PEMBELIAN SKINCARE THE ORIGINOTE

Mega Fauziah Aryanti; Rina Astini

doi:10.32663/dfj09a81

Authors

Mega Fauziah Aryanti Mercu Buana University
Rina Astini Mercu Buana University

DOI:

https://doi.org/10.32663/dfj09a81

Keywords:

Electronic Word Of Mouth, Promotion, Promotion, Brand Love, Purchasing Decision

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), promotion, and brand love on the purchase decision of The Originote skincare products. The research employed a quantitative method using a survey of 105 respondents who had previously used the products. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS. The results indicate that E-WOM and brand love have a positive and significant effect on purchase decisions, while promotion has a positive but not significant effect. The adjusted R² value of 66.1% suggests that the independent variables substantially explain the dependent variable. This study is limited to users of The Originote products, so the findings may not be generalized to other brands or product categories. The contribution of this research lies in enriching the literature on digital marketing and brand loyalty, as well as providing practical implications for skincare industry players in designing more effective brand communication strategies.

References

Adilah, N., & Sedayu, A. (2024). Perspektif Pemasaran Media Sosial, Live Streaming, Dan Penilaian Online Pelanggan Pada Minat Beli The Originote. Jurnal Riset Dan Inovasi Manajemen, 2(2), 01–17. Https://Doi.Org/10.59581/Jrim-Widyakarya.V2i2.2922

Amin, N. F., Garancang, S., & Abunawas, K. (2023). Konsep Umum Populasi Dan Sampel Dalam Penelitian. Jurnal Kajian Islam Kontemporer, 14(1).

Astini, R., Harwani, Y., & Soelton, M. (2022). Insights Into Understanding Sustainable Marketing Management. Iccd, 4(1), 244–249.

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program Ibm Spss 26 Edisi 10 (10th Ed.). Badan Penerbit Universitas Diponegoro.

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2023). Review Of Partial Least Squares Structural Equation Modeling (Pls-Sem) Using R: A Workbook. In Structural Equation Modeling: A Multidisciplinary Journal (Vol. 30, Issue 1). Https://Doi.Org/10.1080/10705511.2022.2108813

Hanifah, R. N., & Fadila, A. (2023). Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Trust Dan Keputusan Pembelian Pada Marketplace Shopee. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (Embiss), 4(1), 60–73. Https://Doi.Org/10.59889/Embiss.V4i1.281

Hidayah, A. (2020). Faktor-Faktor Pembentuk Loyalitas Merek Trend Fashion Muslim Melalui Cinta Merek Sebagai Variabel Intervening (Studi Kasus Konsumen Fashion Muslim Di Indonesia) . 41.

Illah, F. N., Diah Delima, I., Hardiyanti, R., Studi, P., & Komunikasi, I. (2024). Pengaruh Kesadaran Merek Terhadap Keputusan Pembelian Produk The Originote Pada Tiktok Shop. Jurnal Ilmiah Wahana Pendidikan, 10(8), 455–462. Https://Doi.Org/10.5281/Zenodo.11107494.

Kotler, P., & Armstrong, G. (2023). Principles Of Marketing. In Pearson Education Limited (17e Ed.). Https://Doi.Org/10.1093/Oseo/Instance.00295839

Lestiyani, D. N., & Purwanto, S. (2023). Analisis Pengaruh Influencer Marketing Dan Brand Love Terhadap Keputusan Pembelian Produk Skincare Skintific. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(2), 886–898. Https://Doi.Org/10.47467/Elmal.V5i2.5513

Lia, S., & Sri, P. (2024). The Influence Of Behavioral Intention And Brand Love On Purchasing Decisions For Skincare Products. Ecopreneur.12, 7(1), 35–46.

Rahayu, T. S. M., & Handayani, R. (2023). Pengaruh Label Halal, Promosi Di Media Sosial, Dan Word Of Mouth (Wom) Terhadap Keputusan Pembelian Ms Glow Di Cilacap. Derivatif : Jurnal Manajemen, 17(1), 64–76. Https://Doi.Org/10.24127/Jm.V17i1.977

Rahmah, R. M. (2022). Pengaruh Electronic Word Of Mouth Dan Citra Merek Terhadap Keputusan Pembelian Masker Wajah Sariayu. Jurnal Bisnis Dan Kajian Strategi Manajemen, 6(2), 161–169. Https://Doi.Org/10.35308/Jbkan.V6i2.5710

Rosita, R. E., Setianingsih, W. E., & Reskiputri, T. D. (2022). Pengaruh Promosi, E-Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Produk Ms. Glow Lumajang21. Growth, 20(2), 252. Https://Doi.Org/10.36841/Growth-Journal.V20i2.1958

Rosyada, E. I. B., & Sharif, O. O. (2024). Analisis Customer Value Index Dalam Memilih Skin Care Di Kota Bandung Tahun 2017. Jurnal Manajemen Dan Bisnis, 3(1), 1–174.

Sari, N. S., Semaun, S., Bahri S, A., Muliati, M., & Muhammadun, M. (2023). Dilema Aktualisasi Diri: Perilaku Mahasiswa Iain Parepare Dalam Konsumsi Skincare Tanpa Label Halal. Jurnal Ilmiah Ekonomi Islam, 9(2), 2114. Https://Doi.Org/10.29040/Jiei.V9i2.8959

Setiyadi, I. Nur, Alamsyah, A. R., & 3), I. K. R. (2022). Pengaruh Kualitas Produk, Social Media Marketing, E-Wom, Dan Promosi Terhadap Keputusan Pembelian Konsumen Produk Skincare Alzena Di Kabupaten Pati. Jurnal Manajemen, 8(2), 122–136. Http://Www.Maker.Ac.Id/Index.Php/Maker

Siva, E., & Hamdan. (2023). Pengaruh Perceived Ease Of Use, Electronic Word Of Mouth, Dan Electronic Service Quality Terhadap Purchase Decision Pada Mapclub Mobile Apps. Jurnal Ilmiah Manajemen Dan Bisnis, Volume 12(April 2023), 35–46.

Soeleha, S., Putri, Y. H., & Rosa, A. (2025). Pengaruh E-Wom Dan E-Servqual Terhadap Keputusan Pembelian Makanan Pada Grabfood Di Kota Palembang. Profit: Jurnal Manajemen, Bisnis Dan Akuntansi, 4(2), 313–326. Https://Doi.Org/10.58192/Profit.V4i2.3440

Sudirjo, F., Priyana, Y., & Permana, R. M. (2023). Pengaruh E-Wom, Promosi Dan Brand Image Terhadap Keputusan Pembelian Produk Ms Glow Beauty Di Provinsi Jawa Barat. Jurnal Bisnis Dan Manajemen West Science, 2(02), 1–10. Https://Doi.Org/10.58812/Jbmws.V2i02.331

Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. In Alfabeta.

Suwondo, M. N., & Andriana, A. N. (2023). Pengaruh Online Customer Review, Content Marketing Dan Brand Love Terhadap Keputusan Pembelian Produk Skintific Pada Platform Tiktok Shop. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (Mea), 7(3), 1205–1226. Https://Doi.Org/10.31955/Mea.V7i3.3510

Winarto, M. R. A., & Widyastuti. (2021). Pengaruh Brand Image Dan Brand Love Terhadap Repurchase Intention (Studi Kasus Pada Konsumen Produk Gucci Di Surabaya). Nomicpedia : Journal Of Economics And Business Innovation, 1(2), 102–110. Https://Journal.Inspirasi.Or.Id/Nomicpedia/Article/View/65

Zed, E. Z., Nur Vaidha, S., & Aprilia Utami, S. (2025). Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Produk Kecantikan. Jurnal Global Ilmiah, 2(4), 1–9. Https://Doi.Org/10.55324/Jgi.V2i4.177