Vol 2 No.3 Sept PENGARUH COUNTRY OF ORIGIN, ELECTRONIC WORD OF MOUTH DAN SOCIAL MEDIA ADVERTISING TERHADAP PURCHASE INTENTION PADA PRODUK KOSMETIK WARDAH

PENGARUH COUNTRY OF ORIGIN, ELECTRONIC WORD OF MOUTH DAN SOCIAL MEDIA ADVERTISING TERHADAP PURCHASE INTENTION PADA PRODUK KOSMETIK WARDAH

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh country of origin, electronic word of mouth, dan social media advertising terhadap purchase intention pada produk kosmetik wardah. Jenis penelitian yang dilakukan adalah deskriptif kuantitatif yang bersifat asosiatif kausal. Populasi dalam penelitian ini adalah konsumen yang berminat melakukan pembelian produk kosmetik wardah. Jumlah sampel yang diambil sebanyak 100 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik purposive sampling. Data dikumpulkan melalui survei online dan dianalisis menggunakan analisis regresi linier berganda melalui  program SPSS versi 25. Hasil penelitian ini menunjukkan bahwa country of origin dan social media advertising memiliki pengaruh positif dan signifikan terhadap purchase intention, sedangkan electronic word of mouth tidak memiliki pengaruh terhadap purchase intention.   ABSTRACT This study aims to determine the effects of country of origin, electronic word of mouth, and social media advertising on purchase intention in wardah cosmetic products. The type of research used was descriptive quantitative with causal associative nature. The population in this study were consumers who were interested in purchasing wardah cosmetic products. The number of samples taken was 100 people. The sampling technique used in this research was purposive sampling technique. The data were collected through an online survey and analyzed using multiple linear regression analysis through the SPSS version 25 program. The results showed that country of origin and social media advertising have a positive and significant influence on purchase intention, while electronic word of mouth has no influence on purchase intention.