Pengaruh digital marketing content, product quality, dan price perception terhadap keputusan pembelian melalui word of mouth communication dan brand awareness: studi kasus pada pembelian kosmetik di e-commerce beauty

Nisa, Indira and Nurlatifah, Hanny (2021) Pengaruh digital marketing content, product quality, dan price perception terhadap keputusan pembelian melalui word of mouth communication dan brand awareness: studi kasus pada pembelian kosmetik di e-commerce beauty. Transformasi: Jurnal Ekonomi, Manajemen, dan Akuntansi, 5 (1). pp. 22-40. ISSN 1907-3429

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Abstract

The corona virus pandemic has confused many business people, including the beauty sector. During the pandemic, E-Commerce Beauty is increasingly popular with women in Indonesia, making it easier for women to shop for cosmetics online. Changes in customer behavior can occur based on the convenience offered, And as the service option to avoid physical contact made by consumers today. The number of E-Commerce specifically for beauty makes Indonesian women no longer have to worry about looking for local and international cosmetic products with original quality. 5 best-selling beauty E-Commerce in Indonesia Sephora, Benzcrap, Sociola, Althea, AllYoung Indonesia. Study aims to determine the effect of digital marketing content, product quality and price perception on purchasing decisions through of mouth communication and brand awareness (Case Studies on Purchasing Cosmetics in E-Commerce Beauty). The sampling technique in this study used nonprobabilities and playing with progressive sampling technique. The research data was obtained by distributing questionnaires to 150 female respondents who both in the last 6 months at an E-Commerce Beauty. The data analyst is method used is descriptive analysis, correspondence analysis, and path analysis using the IBM SPSS Statistics 23 application. The results of this study indicate that product quality and price perception have a direct and significant effect on purchasing decisions through word of mouth communication and brand awareness. Then digital marketing content has no direct effect on purchasing decisions through word of mouth communication and brand awareness.

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