Analisis Pengaruh Customer Engagement Dan Brand Trust Terhadap Keputusan Pembelian Produk Skind Aesthetic

Abstract

ABSTRAK Pada zaman modern ini, penampilan menarik adalah salah satu hal yang sudah menjadi prioritas setiap orang. Saat ini perkembangan industri kecantikan di Indonesia sangatlah berkembang pesat. Dalam 10 tahun terakhir industri kecantikan dan perawatan pribadi di Indonesia bertumbuh rata-rata 12% dengan nilai pasar mencapai sebesar 33 triliun Rupiah di tahun 2016 menurut Pramita pada tahun 2017. Penelitian ini menggunakan variabel bebas (X1) customer engagement dengan dimensi cognitive, emotional, dan behavioral serta variabel (X2) yaitu brant trust dengan dimensi brand reliability dan brand intention. Sedangkan variabel terikat (Y) yaitu keputusan pembelian dengan dimensi pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh customer engagement dan brand trust terhadap keputusan pembelian produk Skind Aesthetic. Metode penelitian ini adalah penelitian kuantitatif dengan jenis penelitian deskriptif. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling dengan jenis simple random sampling. Pengumpulan data dengan menyebarkan kuesioner kepada 100 responden dengan melakukan pendekatan Slovin. Berdasarkan analisis deskriptif customer engagement memiliki rata-rata persentase sebesar 75,8 % dimana termasuk dalam kategori tinggi, brand trust memiliki rata-rata persentase sebesar 80,8 % dimana termasuk dalam kategori tinggi, dan keputusan pembelian memiliki rata-rata persentase sebesar 82,14 % dimana termasuk dalam kategori tinggi. Pengaruh customer engagement dan brand trust terhadap keputusan pembelian sebesar10,3% dengan sisa 89,7% dipengaruhi oleh variabel lain yang tdak dijelaskan pada penelitian kali ini. Kata Kunci: Customer engagement, Brand Trust, Keputusan Pembelian. ABSTRACT In this modern era, attractive appearance is one of the things that has become a priority for everyone. Currently, the development of the beauty industry in Indonesia is growing rapidly. In the last 10 years, the beauty and personal care industry in Indonesia has grown by an average of 12% with a market value of 33 trillion Rupiah in 2016 according to Pramita in 2017. This research uses the independent variable (X1) customer engagement with cognitive, emotional, dimensions. and behavioral and variable (X2), namely brant trust with the dimensions of brand reliability and brand intention. While the dependent variable (Y) is a purchase decision with the dimensions of problem recognition, information retrieval, evaluation of alternatives, purchase decisions, and post-purchase behavior. This study aims to determine how much influence customer engagement and brand trust have on purchasing decisions for Skind Aesthetic products. This research method is quantitative research with descriptive research type. The sampling technique used was non-probability sampling with the type of simple random sampling. Collecting data by distributing questionnaires to 100 respondents using the Slovin approach. Based on the descriptive analysis, customer engagement has an average percentage of75.8% which is included in the high category, brand trust has an average percentage of 80.8% which is included in the high category, and purchasing decisions has an average percentage of 82, 14% which is in the high category. The effect of customer engagement and brand trust on purchasing decisions is 10.3% with the remaining 89.7% influenced by other variables which are not explained in this research. Keywords: Customer engagement, Brand Trust, Purchasing Decisions