The Influence of Brand Name and Word of Mouth (WOM) on Brand Trust in Purchasing MS Glow Products (Case Study at Duta Cosmetics Bireuen Shop)

Sela Isabil, Teuku Farhan, Safira Wati, Zainabon Zainabon, Sri Wahyuni

Abstract


This research aims to determine the influence of brand name and word of mouth (WOM) on brand trust in purchasing products MS Glow (Case Study at the Duta Cosmetics Store in Bireuen) The type of research used is quantitative descriptive research. The method used is a insidental sampling method. The sample in this study amounted to 96 respondents. The data analysis method used is Multiple Regression. The research results show that the Brand Name variable ( has a significant effect on purchasing decisions when purchasing products MS Glow at the Duta Cosmetics Bireuen Store. This can be shown from the t test which shows that tCount > ttabel is 3.999 > 1.661, with a significant value of 0.000. The Word of Mouth variable ( has a significant influence on purchasing decisions when purchasing products MS Glow at the Duta Cosmetics Bireuen Store. This can be shown from the t test, it is found that tCount > ttabel is 4.929 > 1.661 with a significant value of 0.000. The results of the F test show that the significance level is 0.0000 < 0.05 and the FCount > Ftabel is 65,197 > 3.09. So reject H0 and accept Ha, which means between Brand Name and Word of Mouth (WOM) on Brand Trust in Purchasing Products MS Glow at the Duta Cosmetics Bireuen Store. 


Keywords


Brand Name. Word of Mouth, Brand Trust, MS Glow

Full Text:

PDF

References


Adi Widjaja, A. J. dan Tarigan, Z. J. H.2017. Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Sepatu Converse Agora. Online Graduate Humanities Journal.

Amiruddin Hasan, Nurhasanah Nurhasanah, Martahadi Mardhani, Khairul Aswadi . (2023). Creative Industries And Regional Economic Growth: Time Series Evidence From Aceh, Indonesia . Journal of Economics Education and Entrepreneurship Vol 4, No 2 (2023)

Chadafi, M. F., Sofyana, N. N., & Chairani, Q. R. (2022). The Role Of Electronic Word Of Mouth On Consumer Satisfaction And Its Impact On Reusing The Gofood Food Delivery Service Application In Medan City. Jurnal Ekonomi, 11(03), 1050–1058. Retrieved from https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/827

Chadafi, M., & Kamaruddin, K. (2021). Pengaruh Citra Perusahaan Terhadap Kepercayaan Konsumen Dan Dampaknya Pada Keputusan Pembelian Online Di Marketplace Shopee Di Kabupaten Bireuen. Eqien - Jurnal Ekonomi Dan Bisnis, 8(2), 208 -. https://doi.org/10.34308/eqien.v8i2.257

Effendy, Tenas. (2013). Kearifan Pemikiran Melayu. Pekan Baru: Tenas Effendy Foundation.

Ellis, Lioni. (2017). It`s About Your Flare of Beauty (Solusi Merawat Kulit Wajah Nan Sehat dan Cantik). Solo: Metagraf.

Kotler, Philip dan Keller, Kevin L. 2013. Manajemen Pemasaran. Jilid Kedua. Jakarta: Erlangga.

Listyani. 2016. Representasi Kecantikan Perempuan. Portal Garuda. Volume 9 Nomor 1.

Maimunah, Siti dan Rosita. 2020. Pengaruh Security, Brand Name, dan Word Of Mouth Terhadap Brand Trust Pada Pembelian Produk Nature Republic Aloe Vera. Volume 9 Nomor 1. ISSN.

Mirza, M., & Yanna, S. . (2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Wajib Pajak Dalam Pembayaran Pajak Kendaraan Bermotor Pada Kantor Samsat UPTD . Lentera : Jurnal Ilmiah Sains, Teknologi, Ekonomi, Sosial, Dan Budaya, 6(2), 31–34.

Murniasih, Ni Nyoman. 2023. Pengaruh Citra Merek dan Kualitas Produk Terhadap Minat Beli Ulang Produk Skincare MS Glow di Singaraja. Tesis Sarjana. Universitas Pendidikan Ganesha.

Nasution, A. A., Baginda Harahap, Zuriani Ritonga, & Nurjannah. (2022). The Influence of Product Quality, Promotion and Design on Purchase Decisions for Yamaha Nmax Motor Vehicles SPSS Application Based. International Journal of Economics (IJEC), 1(1), 01–13. https://doi.org/10.55299/ijec.v1i1.6

Nurhayati, A., Fata, K., Yusrawina, Y., & Chadafi, M. F. (2023). Determinasi Daya Tarik, Physical Evidence, Dan Viral Marketing Terhadap Minat Berkunjung Kembali Pada Objek Wisata Hutan Lindung Kota Langsa Dengan Kepuasan Sebagai Variable Intervening. Nusantara: Jurnal Ilmu Pengetahuan Sosial, 10(10), 4906–4918.

Sari, A.T. Purnama. (2017). Tidak Menang Tampang Doang. P-ISSN. Volume 2 Edisi 1. Halaman 4.

Simahatie, M., & Mangkuwinata, D. S. (2022). Swot Analysis And Marketing Strategy To Increase Home Business Sales Volume. Jurnal Ekonomi, 11(03), 1492–1495

Sugiyono. 2015. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.




DOI: https://doi.org/10.30596/miceb.v1i0.870

Refbacks

  • There are currently no refbacks.