DAMPAK ELECTRONIC WORD OF MOUTH DAN SALES PROMOTION TERHADAP BRAND SWITCHING DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA SKINCARE MEREK LOKAL
Abstract
Meningkatnya industri skincare lokal di indonesia, mengakibatkan persaingan ketat antar industri skincare Indonesia yang menyebabkan pergeseran merek pelanggan (switching brand). Penelitian ini menganalisis pengaruh electronic word of mouth, sales promotion pada switching brand, dengan brand image sebagai variabel intervening. Bertujuan memberi rekomendasi strategi bisnis agar perusahaan skincare lokal dapat meningkatkan loyalitas pelanggan dan memenangkan persaingan di industri dengan menciptakan strategi pemasaran dan brand positioning yang tepat.Studi ini menganalisis dampak E-WOM dan Promosi Penjualan terhadap Brand Switching melalui Brand Image pada Local Brand Skincare dengan pendekatan kuantitatif dan data primer. Melalui penggunaan kuesioner pada individu pengguna produk skincare lokal, penelitian ini menggunakan pendekatan Cross Sectional dalam waktu singkat Hasil menunjukkan E-WOM (rata-rata 3,7794) dan sales promotion (rata-rata 3,5515) berpengaruh positif signifikan terhadap brand switching (rata-rata 3,57058). Sedangkan E-WOM dan sales promotion tidak berpengaruh signifikan pada brand image (rata-rata 3,7353) serta brand image tidak berpengaruh signifikan terhadap brand switching. faktor pendorong utama brand switching produk skincare lokal adalah E-WOM dan sales promotion pesaing, bukan brand image produk itu sendiri. E-WOM dan sales promotion berpengaruh positif signifikan terhadap brand switching produk skincare lokal, sedangkan E-WOM dan sales promotion tidak berpengaruh signifikan terhadap brand image. brand image juga tidak mampu mencegah terjadinya brand switching. disarankan perusahaan skincare lokal meningkatkan kualitas produk dan layanan, pengelolaan E-WOM, serta perkuat brand awareness dan image melalui strategi pemasaran yang tepat guna meningkatkan loyalitas pelanggan.
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