The THE ROLE OF ELECTRONIC WORD OF MOUTH (E-WOM) ON BRAND IMAGE AND ITS IMPACT ON BUYING INTEREST OF EMINA BRAND COSMETIC PRODUCTS
Abstract
The wider spread of the internet makes the internet a place for communication and promotion media in a business. One of the marketing strategies carried out by a company is the electronic word of mouth communication strategy which plays a role in building the brand image of a product, one of which is a product in the beauty sector. This study aims to determine the effect of electronic word of mouth on brand image and its impact on purchasing interest in Emina brand cosmetic products.
The population in this study are young women aged 13-24 years in Semarang City who use social media and are users of Emina cosmetic products. The sampling technique in this study was purposive sampling with a sample size of 100 people. This research uses quantitative methods. The data obtained is analyzed then including: validity test, reliability test, classical assumption test consisting of: normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, T test, F test, and coefficient of determination (R2) analysis.
The results of the data analysis carried out, the indicators used in this study are all valid and reliable. For the classical assumption test, overall the data is normally distributed. The results of the T test in this study indicate that the electronic word of mouth variable (X) has an effect on brand image (Z) with a significant value of 0.000. Brand image variable (Z) partially affects purchase intention (Y). The electronic word of mouth variable (X) partially has a positive and significant effect on purchase intention (Y) on young women who use Emina products in Semarang City, with a significant value of 0.000 less than 0.05.. The results of the coefficient of determination (R2) analysis test in this study on the electronic word of mouth (X) and brand image (Z) variables on purchase intention (Y) amounted to 52.6%.
In this study, it can be concluded that (1) the electronic word of mouth variable has an influence on brand image, (2) the brand image variable has an influence on purchasing interest, (3) the electronic word of mouth variable has an influence on buying interest. For this reason, it is recommended for companies to be able to improve the brand image of products and create good marketing ideas through electronic word of mouth strategies so that purchasing interest in Emina cosmetic products increases.
Downloads
References
Anggriani Setianingsih. (2021). The Influence of Electronic Word Of Mouth and Social Media Marketing on Brand Image and Purchase Interest of E-Commerce Cosmetic Products.https://dspace.uii.ac.id/handle/123456789/36528
Compas. (Dec. 17, 2022) Here is Emina Sales Data that Business People Must Learn.https://compas.co.id/article/data-penjualan-emina-2/
Durianto, Darmadi. (2011). Strategy to Conquer the Market Through Brand Equity and Behavior Research. Jakarta: Gramedia Pustaka Utama.
Eminacosmetics.com. (2022). Emina Takes Home 2 MMA SMARTIES Awards.https://www.eminacosmetics.com/emina-bawa-2-penghargaan-mma-smarties- global-awards-2022
Female Daily. (Oct. 17, 2018). “Peek at the Excitement of Emina Girl Gang Ambassador Gathering”.https://editorial.femaledaily.com/blog/2018/10/17/intip-keseruan- emina-girl-gang-ambassador-gathering
Litvin SW, Goldsmith RE, Pan B. (2008). Electronic word-of-mouth in hospitality and tourism management. 2008;29(3):458-468. doi:https://doi.org/10.1016/j.tourman.2007.05.011
Jalilvand, MR and Samiei, N. (2012) The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention. Marketing Intelligence & Planning. https:///www.scirp.org/(S(351jmbntvnsjt1aadkposzje))/reference/ReferencesPapers.aspx?ReferenceID=2085654
Keller, L. 1993. How to Manage Brand Equity. Jakarta: Gramedia Pustaka Utama.
Kotler and Keller. 2012. Marketing Management. Jakarta: Erlangga.
Kotler, Philip. 2008. Marketing Management. Jakarta: Index
Muchlisin Riadi, (Feb.10, 2023). Electronic Word of Mouth (eWOM). https:///www.kajianpustaka.com/2023/02/electronic-word-of-mouth-ewom.html
Muchlisin Riadi, (Nov. 28, 2017). Definition, Benefits and Elements of Word of Mouth (WOM). https://www.kajianpustaka.com/2017/11/pengertian-benefits-dan- word-of-mouth-wow-element.html
Nurkholish Majid. (2013). Analysis of the Influence of Electronic Word of Mouth on Brand Image and its Impact on Purchase Interest of Samsung Smartphones in Malang City. Journal of Brawijaya University, Malang.
Putu Ruri Cynthiadewi. (2017). The Influence of Electronic Word Of Mouth on Instagram 13th Shoes on Brand Image and Purchase Intention in 2014.https://openlibrary.telkomuniversity.ac.id/pustaka/135550/ Influence-electronic-word-of-mouth-on-instagram-13th-shoes-towards-brand-image-and-purchase-intention-year-2014.html
Rangkuti, Freddy. 2004. Marketing Research. Jakarta: Gramedia Pustaka Utama
Riadi, Muchlisin. (2021). Brand Image - Definition, Aspects, Components and Measurement. https://www.kajianpustaka.com/2021/04/citra-brand- brand-image.html
Setiadi, NJ 2013. Consumer Behavior. Jakarta: Kencana Perdana Media Group Schiffman and Kanuk. 2010. Consumer Behavior. Jakarta: INDEX.
Sociolla.com, 2023. https://journal.sociolla.com/beauty/perjalanan-emina-sebuah-4-year
This work is licensed under a Creative Commons Attribution 4.0 International License.
The use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution 4.0 International License.
Author’s Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
User Rights
JSS's spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JSS permits users to copy, distribute, display, and perform the work. Users will also need to attribute authors and JSS on distributing works in the journal.
Rights of Authors
Authors retain all their rights to the published works, such as (but not limited to) the following rights;
- Copyright and other proprietary rights relating to the article, such as patent rights,
- The right to use the substance of the article in own future works, including lectures and books,
- The right to reproduce the article for own purposes,
- The right to self-archive the article,
- The right to enter into separate, additional contractual arrangements for distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal (Jurnal STIE SEMARANG).
Co-Authorship
If the article was jointly prepared by other authors, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JSS will not be held liable for anything that may arise due to the author(s) internal dispute. JSS will only communicate with the corresponding author.
Royalties
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by JSS.
Miscellaneous
JSS will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JSS's editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.