PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PRODUK SKINCARE SOMETHINC - Wulandari, Ni Putu Ayu Aryanda; Respati, Ni Nyoman Rsi (E-Jurnal Manajemen, 2024)
Tren produk kecantikan dan kesadaran untuk merawat diri semakin meningkat selama pandemi Covid-19. PPKM (Pemberlakuan Pembatasan Kegiatan Masyarakat) dan peningkatan tersebut dijadikan peluang oleh Somethinc, salah satu brand yang viral saat itu. Penelitian ini bertujuan untuk menganalisis peran brand image dalam memediasi social media marketing terhadap purchase intention produk skincare Somethinc pada pengguna Instagram di Kota Denpasar. Metode yang digunakan ialah non-probability sampling dengan teknik purposive sampling . Jumlah sample yang digunakan sebanyak 110 responden yang belum pernah membeli produk skincare Somethinc. Penelitian ini menemukan bahwa brand image memediasi secara parsial antara social media marketing terhadap purchase intention. Berikutnya, ditemukan hasil bahwa semua hipotesis penelitian ini diterima . Berdasarkan hasil penelitian ini disarankan bahwa brand image yang baik dari persepsi konsumen terhadap segi kualitas, pengguna, visual, dan keunikan Brand Somethinc dapat memengaruhi penerapan social media marketing dalam meningkatkan purchase intention konsumen pada produk skincare Somethinc. Implikasi penelitian ini secara teoritis memberikan kontribusi empiris terhadap hubungan brand image, social media marketing , dan purchase intention , serta secara praktis sebagai bahan referensi bagi perusahaan Somethinc dalam membangun brand image yang baik.   The trend of beauty products and awareness to take care of yourself has increased during the Covid-19 pandemic. PPKM (Enforcement of Community Activity Restrictions) and the increase were used as opportunities by Somethinc, one of the viral brands at that time. This study aims to analyze the role of brand image in mediating social media marketing on the purchase intention of Somethinc skincare products on Instagram users in Denpasar City. The method used is non-probability sampling with purposive sampling techniques. The number of samples used was 110 respondents who had never bought Somethinc skincare products. This research found that brand image partially mediates social media marketing and purchase intention. Next, it was found that all the hypotheses of this study were accepted. Based on the results of this study, it is suggested that a good brand image of consumer perception in terms of quality, users, visuals, and uniqueness of the Somethinc Brand can affect the application of social media marketing in increasing consumer purchase intention on Somethinc skincare products. The implications of this research theoretically contribute empirically to the relationship between brand image, social media marketing, and purchase intention, as well as practically as reference material for Somethinc companies in building a good brand image.