Pengaruh Brand Image, Electronic Word of Mouth (E-WOM), dan Persepsi Harga terhadap Keputusan Pembelian Produk Skintific di Kota Surabaya

Penelitian ini bertujuan (1) untuk menganalisis pengaruh Brand Image terhadap keputusan pembelian produk Skintific di Kota Surabaya. (2) untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian produk Skintific di Kota Surabaya. (3) untuk menganalisis persepsi harga terhadap keputusan pembelian produk Skintific di Kota Surabaya. (4) untuk menganalisis pengaruh Brand Image, Electronic Word of Mouth (E-WOM), dan persepsi harga secara simultan terhadap keputusan pembelian produk Skintific di Kota Surabaya. Fenomena meningkatnya kesadaran masyarakat terhadap perawatan kulit, dominasi merk Skintific dalam psar kecantikan, serta banyaknya ulasan produk di media sosial menjadi latar belakang penting penelitian ini. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan jenis penelitian asosiatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 170 responden yang merupakan konsumen produk Skintific di Kota Surabaya, dengan Teknik purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda, Uji T, Uji F, dan koefisien determinasi untuk mengetahui pengaruh masing – masing variabel independent terhadap variabel dependen. Hasil penelitian menunjukkan bahwa secara parsial, variabel Brand Image (X1) berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel E-WOM (X2) juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Begitu pula dengan variabel persepsi harga (X3) yang menunjukan pengaruh positif dan signifikan. Secara simultan, ketiga variabel tersebut Brand Image (X1), E-WOM (X2), dan Persepsi Harga (X3) berpengaruh signifikan terhadap keputusan pembelian produk Skintific di Kota Surabaya. Hasil ini menunjukkan bahwa memberikan kontribusi praktis bagi perusahaan dalam merumuskan strategi pemasaran yang lebih efektif dengan memperkuat citra merek, menjaga kualitas layanan, ulasan konsumen secara daring, serta persepsi harga konsumen dalam strategi pemasarannya untuk meningkatkan keputusan pembelian.
Kata Kunci : Brand Image, Electronic Word Of Mouth (E-WOM), Persepsi Harga, Keputusan Pembelian, Skintific.

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This study aims to: (1) analyze the influence of Brand Image on the purchase decision of Skintific products in Surabaya; (2) analyze the influence of Electronic Word of Mouth (E-WOM) on the purchase decision of Skintific products in Surabaya; (3) analyze the influence of Price Perception on the purchase decision of Skintific products in Surabaya; and (4) analyze the simultaneous influence of Brand Image, E-WOM, and Price Perception on the purchase decision of Skintific products in Surabaya. The increasing public awareness of skincare, the dominance of the Skintific brand in the beauty market, and the abundance of product reviews on social media form the basis of this study. This research uses a quantitative approach with an associative research type. Data were collected through a questionnaire distributed to 170 respondents who are consumers of Skintific products in Surabaya, selected using purposive sampling technique. The data were analyzed using multiple linear regression, t-test, F-test, and coefficient of determination to determine the influence of each independent variable on the dependent variable. The results show that partially, Brand Image (X1) has a positive and significant influence on purchase decision. E-WOM (X2) also has a positive and significant influence, as does Price Perception (X3). Simultaneously, the three variables—Brand Image (X1), E-WOM (X2), and Price Perception (X3)—have a significant influence on the purchase decision of Skintific products in Surabaya. These findings provide practical insights for companies in formulating more effective marketing strategies by strengthening brand image, maintaining service quality, managing online consumer reviews, and enhancing price perception in order to improve purchase decisions.
Keywords: Brand Image, Electronic Word of Mouth (E-WOM), Price Perception, Purchase Decision, Skintific.