Analysis of Brand Image, Beauty Vlogger, Availability in the Marketplace, Green Product, and Product Benefit on Purchase Decision of Wardah’s Day Cream Skincare Product


Authors : Shelly Tiffany; Dr. Mirza

Volume/Issue : Volume 8 - 2023, Issue 1 - January

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3jyQgj2

DOI : https://doi.org/10.5281/zenodo.7614165

This research aims to know the influence of Brand Image, Beauty Vlogger, Availability in the Marketplace, Green Product, and Product Benefit on the Purchase Decision of Wardah’s day cream skincare product. The object of this research is generation Z and Millennials women. The populations in this research are young adult women who use Wardah’s day cream skincare product located in Jakarta. Sampling was done by Purposive Sampling, with criteria such as young adult women from generation Z and Millennials who are located in Jakarta and use Wardah's day cream skincare product at least once in six months. The sample size is as many as 165 respondents. The Structural Equation Model was chosen as the method of analysis. The results showed that Green Product and Product Benefit have a positive and significant influence on the decision to purchase Wardah's day cream skincare product. Meanwhile, the variables of Brand Image, Beauty Vlogger, and Availability in the marketplace, do not have a significant influence on the decision to purchase Wardah's day cream skincare product. Wardah's management needs to increase the emotional benefits for users of Wardah’s day cream skincare product and reposition a strategy in the form of "skincare product can increase individual confidence because they have healthy skin”. Apart from that, Wardah's management needs to continue to ensure that the materials for Wardah's day cream skincare product are protected from harmful chemicals such as mercury. Because Indonesian consumers want products that do not contain harmful chemicals to use and do not damage the environment. Suggestions for future researchers are to re-test this research model at different locations and objects of different day cream brands.

Keywords : Brand Image, Beauty Vlogger, Availability in the Marketplace, Green Product, Product Benefit, Purchase Decision

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