Gustian, Vanya Fahira (2023) THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (EWOM) AND KEY OPINION LEADER (KOL) THROUGH BRAND IMAGE ON PURCHASE DECISION (Consumer Make Over Indonesia In Jakarta). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Various cosmetics brands in Indonesia is strenghtening the competition
among cosmetics brands, so it is necessary to have the strategies to improve
customers purchase decision. Strategies that might be best option in this digital era
is by utilizing online platform to improve brand image. Improving brand image by
increase the intensity of customer’s discussion and reach wider audiences by using
key opinion leader. This study aims to determine the effect of electronic word of
outh and key opinion leader through brand image on purchase decision. This type
of research is explanatory research with a quantitative approach. The total samples
in this research is 100 respondents with a non-probability sampling technique which
is purposive sampling. Data collection techniques are through questionnaires and
interviews and processed using SmartPLS 3.3.3. The results show that the
electronic word of mouth and key opinion leader have a positive and significant
effect on brand image. The electronic word of mouth, key opinion leader and brand
image have a positive and significant effect on purchase decision. The electronic
word of mouth and key opinion leader variables has a positive and significant
indirect effect through Brand Image on purchase decision. This research supports
the consumer behavior theory that is expected to satisfy the needs of consumers by
searching, purchase, using and evaluating products. This study has limitations
which are cross-sectional so that future research can be carried out longitudinally.
Based on the results, it is recommended that Make Over needs to encourage
customers to spread word of mouth in any online platforms also the key opinion
leader in line with Make Over’s vision and mission which could improve Brand
Image which ultimately improves purchase decisions.

Keywords: Electronic Word of Mouth, Key Opinion Leader, Brand Image, Purchase Decision
NOMOR: 152BISNIS2023

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