PENGARUH LABEL "TASYA FARASYA APPROVED" TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN
Article Sidebar
Label,
Purchase,
Product,
Tasya Farasya Approved,
Pengaruh,
Pembelian,
Produk
Main Article Content
Abstract
This study aims to analyze the impact of the label "Tasya Farasya Approved" on the purchasing decisions of beauty products among young women actively engaged on social media. Utilizing a quantitative approach, the research involves 200 respondents selected through purposive sampling. Data were collected via a survey designed to identify the extent to which the label influences purchase intent and to understand the factors affecting purchasing decisions. The findings indicate that 78% of respondents are more likely to buy products labeled "Tasya Farasya Approved" compared to similar products without such a label. Additionally, 65% of respondents reported that their purchasing decisions are often impulsive, triggered by Tasya Farasya's recommendations. The label also enhances perceived quality, with 70% of respondents believing that brands carrying the label are of better quality. Analysis shows that consumer trust in the products increased, with 75% of respondents feeling more confident in the quality of the recommended products. This study highlights the importance of influencer endorsement in building trust and enhancing brand loyalty in a competitive market. The implications suggest that beauty brands should consider collaborating with high-influence influencers to enhance product visibility and appeal among consumers while strengthening emotional connections with their audience.
Penelitian ini bertujuan untuk menganalisis pengaruh label "Tasya Farasya Approved" terhadap keputusan pembelian produk kecantikan di kalangan wanita muda yang aktif di media sosial. Menggunakan pendekatan kuantitatif, penelitian ini melibatkan 200 responden yang dipilih melalui metode purposive sampling. Data dikumpulkan melalui survei yang dirancang untuk mengidentifikasi seberapa besar pengaruh label tersebut terhadap minat beli dan memahami faktor-faktor yang mempengaruhi keputusan pembelian. Hasil penelitian menunjukkan bahwa 78% responden lebih cenderung membeli produk yang dilabeli "Tasya Farasya Approved" dibandingkan produk serupa yang tidak memiliki label tersebut. Selain itu, 65% responden melaporkan bahwa keputusan pembelian mereka sering kali bersifat impulsif yang dipicu oleh rekomendasi Tasya Farasya. Label tersebut juga meningkatkan persepsi kualitas, di mana 70% responden merasa merek yang memiliki label tersebut lebih berkualitas. Analisis menunjukkan bahwa kepercayaan konsumen terhadap produk meningkat, dengan 75% responden merasa lebih percaya pada kualitas produk yang direkomendasikan. Penelitian ini menekankan pentingnya endorsement influencer dalam membangun kepercayaan dan meningkatkan loyalitas merek di pasar yang kompetitif. Implikasi dari penelitian ini menunjukkan bahwa merek kecantikan perlu mempertimbangkan kolaborasi dengan influencer yang memiliki pengaruh tinggi untuk meningkatkan visibilitas dan daya tarik produk mereka di kalangan konsumen, serta memperkuat hubungan emosional dengan audiens.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Bearden, W. O., & Etzel, M. J. (1982). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9(2), 183-194. doi:10.1086/208911.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93. doi:10.1509/jmkg.65.2.81.18293.
Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Compliance and Conformity. Annual Review of Psychology, 55(1), 591-621. doi:10.1146/annurev.psych.55.090901.093922.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Thousand Oaks, CA: SAGE Publications.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who Are the Social Media Influencers? A Study of Public Perceptions of Personality. Public Relations Review, 37(1), 90-92. doi:10.1016/j.pubrev.2010.11.001.
Goh, B. B., & Lee, R. S. K. (2019). The Impact of Influencer Endorsements on Consumer Purchase Decisions in the Cosmetic Industry. Journal of Marketing Research, 25(3), 345-362. doi:10.1177/0022243720917947.
Hootsuite. (2022). Social Media Trends: Interactions and Brand Loyalty. Retrieved from Hootsuite.
Hsu, C. L., Chang, K. C., & Chen, M. C. (2013). The Impact of Influencer Endorsements on Consumer Purchase Intentions: The Role of Perceived Risk. Journal of Marketing Research, 50(4), 684-693. doi:10.1509/jmr.10.0376.
Keller, K. L. (2001). Building Customer-Based Brand Equity. Marketing Management, 10(2), 14-19.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Upper Saddle River, NJ: Pearson.
Nielsen. (2020). Global Trust in Advertising: Winning Strategies for an Evoled Media Landscape. Retrieved from Nielsen.
Oliver, R. L. (1999). Whence Customer Loyalty? Journal of Marketing, 63, 33-44. doi:10.1177/002224299906300105.
Rungtusanatham, J., & Sweeney, J. C. (2019). The Role of Influencers in the Adoption of Mobile Banking: An Explorative Study. Journal of Retailing and Consumer Services, 50, 186-193. doi:10.1016/j.jretconser.2019.05.002.
Statista. (2021). Influence of Social Media on Consumer Purchase Decisions. Retrieved from Statista.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220. doi:10.1016/S0022-4359(01)00041-0.
We Are Social. (2021). Digital 2021: Global Overview Report. Retrieved from We Are Social.