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
Abstract :
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
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