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KREDIBILITAS SUMBER, NILAI DARI UANG, KUALITAS YANG DIRASAKAN, DAN SIKAP TERHADAP MEREK SEBAGAI PREDIKTOR TERHADAP INTENSI MEMBELI PADA PRODUK KECANTIKAN LOKAL [SOURCE CREDIBILITY, VALUE OF MONEY, PERCEIVED QUALITY, AND ATTITUDE TO BRAND AS PREDICTORS OF BUYING INTENTION OF LOCAL BEAUTY PRODUCTS]
Abstract
The aim of this study is to empirically examine source credibility, value of money, perceived quality, and attitude toward brand in predicting purchase intention of local beauty products. Data was collected by distributing online questionnaires. The total respondents collected were 153 respondents who were consumers of local beauty products. Data were analyzed using the Partial Least Square – Structural Equation Modeling (PLS-SEM) and processed using SmartPLS 3 software. The results showed that source credibility and value for money could not positively predict purchase intention of local beauty products. Meanwhile, perceived quality and attitude toward brand can positively predict purchase intention of local beauty products. In addition, source credibility can positively predict purchase intention through attitude toward brand on local beauty products. From the results, the firm is able to determine the right strategy to increase consumer purchase intention on local beauty products.
Bahasa Indonesia Abstrak: Tujuan dari penelitian ini adalah menguji secara empiris source credibility, value of money, perceived quality, dan attitude toward brand dalam memprediksi purchase intention pada produk kecantikan lokal. Data dikumpulkan dengan o kuesioner secara online. Total responden yang terkumpul sebanyak 153 responden yang merupakan konsumen dari produk kecantikan lokal. Data dianalisis menggunakan metode Partial Least Square – Structural Equation Modeling (PLS-SEM) dan diolah menggunakan software SmartPLS 3. Hasil penelitian menunjukkan bahwa source credibility dan value of money tidak dapat memprediksi secara positif purchase intention pada produk kecantikan lokal. Sementara, perceived quality dan attitude toward brand dapat memprediksi secara positif purchase intention pada produk kecantikan lokal. Selain itu, source credibility dapat memprediksi secara positif purchase intention melalui attitude toward brand pada produk produk kecantikan lokal. Dari hasil penelitian ini, perusahaan dapat menetapkan strategi yang tepat guna meningkatkan niat beli konsumen pada produk kecantikan lokal.
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DOI: http://dx.doi.org/10.19166/derema.v17i1.4992
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