Pengaruh Gaya Hidup, WOM (Word Of Mouth), Dan Brand Ambassador Terhadap Keputusan Pembelian Natasha Skincare Di Semarang
Abstract
Banyaknya perusahaan yang bergerak dalam perawatan dan kesehatan kulit (skin care) dengan berbagai merek berdampak pada berbagai alternatif pilihan bagi konsumen untuk memilih salah satu diantaranya, salah satunya Natasha Skincare. Natasha Skin Care mempunyai beberapa kelebihan seperti tempat perawatan yang nyaman, layanan konsultasi gratis dan ditangani oleh dokter berpengalaman sehingga dapat mempengaruhi keputusan pembelian konsumen. Keputusan pembelian adalah kegiatan yang dipengaruhi berbagai variabel dalam memutuskan tindakan untuk memilih produk. Banyak faktor dapat mempengaruhi keputusan pembelian Natasha Skin Care diantaranya gaya hidup, WOM (word of mouth) dan brand ambassador. Penelitian ini bertujuan mengetahui pengaruh gaya hidup, WOM (word of mouth) dan brand ambassador terhadap keputusan pembelian Natasha Skin Care di Semarang
Populasi penelitian ini adalah konsumen dan teman yang melakukan perawatan atau pembelian produk Natasha Skin Care, di Semarang yang jumlahnya tidak dapat diketahui. Sampel yang digunakan sebanyak 100 konsumen. Data penelitian ini diperoleh dengan membagikan kuesioner. Data dioleh dengan menggunakan analisis regresi berganda, uji hipotesis (uji t dan uji F) dan koefisien determinasi (R2).
Hasil hipotesis 1 yang menyatakan ada pengaruh antara gaya hidup terhadap keputusan pembelian diterima (t hitung 3,782 dengan sig. sebesar 0,000 < 0,05). Hasil hipotesis 2 yang menyatakan ada pengaruh antara WOM terhadap keputusan pembelian diterima (t hitung 3,271 dengan sig. sebesar 0,001 < 0,05). Hasil hipotesis 3yang menyatakan ada pengaruh antara brand ambassador terhadap keputusan pembelian diterima (t hitung 2,958 dengan sig. sebesar 0,004 < 0,05).
Kesimpulan dari penelitian ini adalah gaya hidup, WOM dan Brand Ambassador berpengaruh terhadap keputusan pembelian konsumen di Natasha Skin Care. Sedangkan saran dalam penelitian ini adalah agar konsumen berkeingan untuk terus melakukan perawatan berulang maka sebaiknya Natasha Skin Care menawarkan berbagai paket perawatan kulit dengan harga yang lebih terjangkau atau memberi diskon harga apabila melakukan perawatan secara paket, sehingga pelanggan akan mendapatkan harga lebih murah apabila melakukan perawatan secara berulang di Natasha Skin Care.
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