Pengaruh Kualitas Produk, Sosial Media, dan Citra Merek terhadap Keputusan Pembelian pada Produk Somethinc
DOI:
https://doi.org/10.54259/manabis.v4i2.4385Keywords:
Product Quality, Social Media, Brand Image, Purchasing DecisionsAbstract
Abstract: The skincare industry in Indonesia has experienced significant growth in recent years. This development is marked by the emergence of various local brands that actively compete to capture the domestic market, one of which is Somethinc. This brand has successfully gained consumer attention through product innovation, digital marketing strategies, and brand image reinforcement. This study aims to analyze the extent to which product quality, social media, and brand image influence consumers' purchasing decisions. A quantitative approach was employed using a survey method as the data collection tool. The sample consisted of 90 respondents selected through purposive sampling, with the criteria being consumers who had purchased Somethinc products through digital platforms. The data were analyzed using IBM SPSS version 25. The results show that product quality, social media, and brand image have a positive and significant influence on purchasing decisions. These findings indicate that consumers tend to consider product quality, engagement through social media, and brand perception before making purchasing decisions for skincare products.
Downloads
References
Afnina, A., & Hastuti, Y. (2018). Pengaruh Kualitas Produk terhadap Kepuasan Pelanggan. Jurnal Samudra Ekonomi Dan Bisnis, 9(1). https://doi.org/10.33059/jseb.v9i1.458
Ahmad, F., & Sukaesih, U. (2023). Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Merek Aldo (Studi Kasus Di Pondok Indah Mall Jakarta). Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 189–199. https://doi.org/10.36441/snpk.vol2.2023.117
Bagus, I., Udayana, N., Tria, L., Hutami, H., & Nurseto, A. (2024). Pengaruh Brand Image, Brand Awareness, Dan Brand Loyalty Terhadap Keputusan Pembelian Dengan Purchase Intention Sebagai Variabel Intervening(Studi Kasus Pada Motor Merek Honda Di Wonosobo). Economos :Jurnal Ekonomi Dan Bisnis , 7(April), 32–41.
Barreto, J. S., Dewi, L. K. C., & Ximenes, L. (2023). The Influence of Brand Image and Product Quality on Purchase Decisions of Packaged Drinking Water in Liquiça District, DILi-Timor Leste. International Journal of Multicultural and Multireligious Understanding, 10(1), 332–340. http://ijmmu.comhttp//dx.doi.org/10.18415/ijmmu.v10i1.4399
Bate’e, M. M. (2019). Pengaruh Media Sosial Terhadap Keputusan Pembelian Di Toko Kaos Nias Gunungsitoli. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 2(2), 313–324. https://doi.org/10.36778/jesya.v2i2.108
Dinh, T. C. T., & Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364. https://doi.org/10.1108/JRIM-04-2021-0127
Garvin, A. D. (1984). Product Quality : An Important Strategic Weapon. Business Horizons, 1–4.
Guterres, A. de S., Goncalves, M., Soares, E. D. C., & Sikki, N. (2024). The Impact Facilities and Promotion on Purchase Decision at Hotel Forte Balibo, Timor-Leste. Sinergi International Journal of Management and Business, 2(2), 94–105. https://doi.org/10.61194/ijmb.v2i2.231
Haitao, N. (2022). Analysis of Price Perception, Purchase Interest and Marketing Performance on Purchase Decisions. Dinasti International Journal of Digital Business Management, 3(4), 693–702. https://doi.org/10.31933/dijdbm.v3i4.1361
Herlambang, F. P. P., Yusnita, R. T., & Arisman, A. (2022). Influence Of Product Quality, Product Design And Promotion On Purchasing Decisions. Journal of Indonesian Management, 2(3), 921–926. https://doi.org/10.53697/jim.v2i3.950
Jaya, S. L. (2023). THE INFLUENCE OF PRICE , SERVICE QUALITY , AND PRODUCT QUALITY ON PURCHASE DECISIONS MEDIATED BY PURCHASE INTENTION ( EMPIRICAL STUDY : KRISS STORE CONSUMERS IN TANGERANG REGENCY ). 03(03), 798–823. https://doi.org/10.59141/jrssem.v3i03.575
Kaplan, A. M., & Haenlein, M. (2009). The fairyland of Second Life: Virtual social worlds and how to use them. Business Horizons, 52(6), 563–572. https://doi.org/10.1016/j.bushor.2009.07.002
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. In Pearson Education Limited (4th ed.). Pearson Education Limited. https://doi.org/10.1108/jcm.2000.17.3.263.3
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education Limited. https://doi.org/10.1093/oseo/instance.00295839
Kotler, P., & Keller, K. L. (2016). Marketing Management. In Pearson (15th ed.). Pearson Education Limited. https://doi.org/10.2307/1250781
Kotler, P., Wong, V., Saunders, J., & Armstrong, G. (2005). Principles of Marketing. In The Economic Journal (4th ed., Vol. 38, Issue 151). Pearson Education Limited. https://doi.org/10.2307/2224326
Miati, I. (2020). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Kerudung Deenay (Studi pada Konsumen Gea Fashion Banjar). Jurnal Abiwara, 1(2), 71–83. https://doi.org/10.31334/abiwara.v1i2.795
Nurfauzi, Y., Taime, H., Hanafiah, H., Yusuf, M., & Asir, M. (2023). Literature Review: Analysis Of Factors Influencing Purchasing Decisions, Product Quality And Competitive Pricing. Management Studies and Entrepreneurship Journal, 4(1), 183–188. http://journal.yrpipku.com/index.php/msej
Patterson, M. (1999). Re-appraising the concept of brand image. Journal of Brand Management, 6(6), 409–426. https://doi.org/10.1057/bm.1999.32
Putri, C. S. (2016). Pengaruh media sosial terhadap keputusan pembelian konsumen cherie melalui minat beli. Jurnal Performa: Jurnal Manajemen Dan Start-up ….
Putri, C. Y., & Nufus, H. (2024). Increasing Purchase Decision Through Brand Image. 2, 161–168.
R, K. C., & Samydoss, C. (2024). Effect of Brand Image and Brand Trust on Purchase Intention of Fast-Moving Consumer Goods. International Journal of Scientific Research in Engineering and Management (IJSREM), 8(12), 1–11. https://doi.org/10.55041/IJSREM39602
Rakhmawati, F. (2023). Does Social Media Marketing Influences Consumer Purchase Decisions at Marketplace? Airlangga Journal of Innovation Management, 4(1), 114–124. https://doi.org/10.20473/ajim.v4i1.45460
Richadinata, K. R. P., & Astitiani, N. L. P. S. (2021). Pengaruh Iklan Sosial Media Terhadap Keputusan Pembelian Konsumen Di Lingkungan Universitas Bali Internasional. E-Jurnal Manajemen, 10(2), 188–208. https://pdfs.semanticscholar.org/3c58/a3f5268f9d98441ba45136834e841e1e5fa5.pdf
Saputra, B. A., & Arifiansyah, R. (2024). Pengaruh Citra Merek, Kualitas Produk, Dan Persepsi Harga Terhadap Keputusan Pembelian di Kopi Nusa. J-CEKI : Jurnal Cendekia Ilmiah, 3(4), 2231–2241. https://doi.org/10.33373/jmob.v1i4.3779
Sisrahmayanti, T., & Muslikh. (2022). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian: Peran Mediasi Kepuasan Konsumen. Jurnal Fokus Manajemen Bisnis, 12(1), 54–65. https://doi.org/10.12928/fokus.v12i1.5802
Solomon, M. R. (2020). Consumer Behavior Buying, Having, and Being Thirteent Edition. In Pearson Education (13th ed.). Pearson Education.
Sonhaji, & Ong, L. (2024). The Influence of Incentives , Quality , and Product Availability on Attitude toward Purchase Decision of Battery Electric Vehicle at the Greater Jakarta . 8(2), 90–103.
Sugiyono. (2018). Metode Penelitian Manajemen (Setiyawami (ed.); 6th ed.). Alfabeta,cv.
Sutiani, L. (2022). Data Penjualan Serum: Somethinc dan Scarlett Konsisten sebagai Top Brand! Compas.Co.Id. https://compas.co.id/article/data-penjualan-serum-brand-lokal/
Teta, B. (2022). Pengaruh Kualitas Produk Terhadap Loyalitas Konsumen Pengguna Smartpone VIVO Di Kota Tanjung Balai Dengan Citra Merek Sebagai Variabel Mediasi. Manajemen: Jurnal Ekonomi, 4(2), 76–87. https://doi.org/10.36985/vak8a887
Tuti, M., & Dwiyanti, M. (2021). Pengaruh social media marketing terhadap keputusan menginap melalui citra merek. Jurnal Inspirasi Bisnis Dan Manajemen, 5(2), 149–162. https://d1wqtxts1xzle7.cloudfront.net/89369301/pdf-libre.pdf?1659932458=&response-content-disposition=inline%3B+filename%3DPengaruh_social_media_marketing_terhadap.pdf&Expires=1734618759&Signature=SlKexUCb15FNoOXhuMEQGsaVrP~934ZBLSrFRUUDO29iD9JxNUJ1cRs9oL
Wisnu, Y. (2024). Siapa Owner Somethinc? Ini Profil dan Perjalanan Kariernya. IDN News. https://www.idntimes.com/business/economy/yogama-wisnu-oktyandito/siapa-owner-somethinc?page=all
Wulandari, L., & Saragih, D. R. U. (2022). Pengaruh Kualitas Produk , Persepsi Harga , dan Suasana Toko terhadap Keputusan Pembelian Kosmetik Wardah di Watsons dan Guardian Mall Cipinang Indah. Jurnal Pendidikan Tambusai, 6(2), 16330–16339.
Zahra, F. A., & Paludi, S. (2023). Pengaruh Media Sosial, Persepsi Harga, dan Kualitas Produk Terhadap Keputusan Pembelian di Restoran Mujigae. Jambura, 6(2), 676–685. http://ejurnal.ung.ac.id/index.php/JIMB
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Sofy Cahyaningrum, Darwin Raja Unggul Saragih
This work is licensed under a Creative Commons Attribution 4.0 International License.
