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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana Jurnal Mirai Management Primanomics : Jurnal Ekonomi & Bisnis Journal of Secretary and Business Administration YUME : Journal of Management Almana : Jurnal Manajemen dan Bisnis Jurnal Samudra Ekonomi dan Bisnis Jurnal Bisnis dan Akuntansi Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi JURNAL LENTERA BISNIS Jurnal Bisnis Dan Kajian Strategi Manajemen International Journal of Demos Cakrawala Repositori Imwi Kontigensi: Jurnal Ilmiah Manajemen Bima Journal : Business, Management and Accounting Journal CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management Community Service Seminar and Community Engagement (COSECANT)
Imanuddin Hasbi
Universitas Telkom
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : E-Jurnal Ekonomi dan Bisnis Universitas Udayana

 1 
PENGARUH BRAND EQUITY DAN ONLINE CONSUMER REVIEW TERHADAP PURCHASE INTENTION PADA PRODUK SUNSCREEN WARDAH ida Ayu Gede Pramesthya Praba Sari; Imanuddin Hasbi
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.09.NO.07.TAHUN 2020
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1217.765 KB) | DOI: 10.24843/EEB.2020.v09.i07.p01

Abstract

This research is influenced by the problems related to the brand equity and online consumer review on Wardah’s sunscreen products. There are some negative reviews for Wardah sunscreen written by users on the Female Daily and Soco Review websites, when compared to other sunscreen products that already have 2000 more reviews on Female Daily and Soco Review websites, Wardah sunscreen have the lowest score. Compared with other sunscreen products such as Emina, Loreal, and Biore Wardah has the lowest number of sales Shopee and Tokopedia. This study was conducted to determine and anlyze brand equity in Wardah’s sunscreen product, online consumer review in Wardah’s sunscreen product, purchase intention Wardah’s sunscreen product, the influence of the brand equity and online consumer review simultaneously and partially towards purchase intention Wardah’s sunscreen product. This study uses quantitative descriptive research-causality. Sampling technique used was incidental sampling type under non-probability sampling, with the total number of 100 respondents. The data was analysed descriptively, and the hypothesis were tested by using descriptive analysis and multiple linear regression analysis. Based on the results brand equity and online consumer review partially and simultaneously have a significant effect on purchase intention of Wardah’s sunscreen product.
Co-Authors Ahmad Nur Sheha Gunawan Al Irsyad Nur Arif Kuswanto Brady Rikumahu Dicky Hidayat Diefta Agniyya Rahmah Feti Anggraeni Fida Fadhilah gita medinna Hania Salsabila ida Ayu Gede Pramesthya Praba Sari Irfan Nurdiansyah Kharina Diskanadia Luthfiansyah Razany Maya Alda Lestari Meilyna Rachmawaty Monica Luciana Indriawati Muchamad Ridwan Nadia Salsabila Nur Sa’aadah Nuslih Jamiat Pratidhina, Khurotul Aeni Widya Putri Berlianti Putu Nina Madiawati Rosdianah Sultan Salwa Rizki Desi Ayunda Sari Sangia, Rohib Adrianto Sardjana Orba Manullang Sultan, Rosdianah Syifa Agustini Fauziah Wandi Wijaya