This
research focuses on assessing the impact of product quality, celebrity
endorser, and word of mouth on the purchase decision of Garnier Sakura White
Day Cream in Pejaten Village, South Jakarta. The primary data were collected
through a questionnaire distributed to 100 respondents who had used Garnier
Sakura White Day Cream. The data were analyzed using the multiple linear
regression method with SPSS version 22.0. The findings indicate that product
quality, celebrity endorser, and word of mouth have a positive and significant
influence on the purchase decision of Garnier Sakura White Day Cream in Pejaten
Village, South Jakarta. This implies that consumers in this area consider these
factors when making decisions about purchasing the mentioned skincare product.
The study contributes valuable insights for businesses, highlighting the
importance of maintaining product quality, utilizing effective celebrity
endorsements, and fostering positive word of mouth to enhance consumer
decision-making in the competitive skincare market.
Keywords: Product
Quality, Celebrity Endorser, Word of Mouth, Purchase Decision.
INTRODUCTION
Nowadays appearance feels increasingly
important, looking attractive is a demand to support a confident attitude in
every daily activity. Not infrequently many women are obsessed with being able
to look attractive like artists. This has resulted in opportunities for the
development of the care and beauty product business to experience fierce
competition. Appearance is something that needs attention by everyone,
especially those who have activities working outside the home. The thing of
concern is clean, bright, healthy and natural-looking skin.
Garnier understands that women can have
different wants, needs, and aspirations. Garnier is a skin care product that
has a series of whitening, moisturizing, and anti-aging.
Garnier has a whitening cream called Garnier
Sakura White Day Cream. Garnier Sakura White Day Cream is a skin care cream
that effectively brightens the skin, prevents dull skin, protects the face from
ultraviolet rays and fades dark spots. Garnier Sakura White Day Cream is not
the only whitening cream product on the market. Pond's is a major competitor in
addition to other brands that also have a range of whitening creams.
Based on Top Brand Index 2015-2018 Category:
Whitening Cream, Garnier's product purchase decision based on Top Brand Award
data for 4 years Garnier lags quite far from its main competitor, Pond's, but
Garnier can still stay in the second rank of top brands despite the emergence
of new competitors such as Wardah and Nivea. Garnier fluctuates every year,
starting from 2015 it has a top brand index of 10.8%, in 2016 it has decreased
to 9.6%, in 2017 it has increased to 10.0%, in 2018 it has increased again and
continues to increase, so that in 2018 Garnier's top brand whitening cream
index reached 14.0%. In addition, Watsons Cosmetics Store in Pejaten Village,
South Jakarta, displayed the sales profit of garnier sakura white day cream for
four years.
The main objective of this research, based on
the previous problem formulation, is to conduct an analysis of the influence of
product quality on purchasing decisions for Garnier Sakura White Day Cream in
Pejaten Village, South Jakarta. In addition, this research aims to identify the
impact of celebrity endorsers on purchasing decisions for the same product at
that location. Furthermore, this research will also analyze the influence of
word of mouth on consumer purchasing decisions regarding Garnier Sakura White
Day Cream products in Pejaten Village. Thus, this research carries a dual
objective, namely to understand the contribution of each product quality
variable, celebrity endorser, and word of mouth to the decision to purchase
skin care products at the Pejaten Village market, South Jakarta. This objective
aims to provide a comprehensive understanding of the factors that influence
consumer purchasing decisions in the context of skin care products.
RESEARCH METHOD
This
research focuses on purchasing decisions for Garnier Sakura White Day Cream in
Pejaten Village, South Jakarta, with independent variables including product
quality, celebrity endorser, and word of mouth. The object of research is
purchasing decisions which are influenced by these factors. The research
population consisted of consumers who chose to buy Garnier Sakura White Day
Cream in Pejaten Village, South Jakarta. Sampling was carried out using the
Nonprobability Sampling method, especially purposive sampling, where the
selection of respondents was based on certain criteria. These criteria include
consumers who have recently made purchases at Watsons stores and have used
Sakura White Day Cream whitening cream for at least 1 year. With this approach,
the research aims to investigate the influence of product quality variables,
celebrity endorsers, and word of mouth on consumer purchasing decisions for
Garnier Sakura White Day Cream in Pejaten Village, South Jakarta.
Characteristics By Age
The results of the calculation of questionnaire
data are known to be the number and percentage of age of Garnier Sakura White
Day Cream respondents as many as 100
consumers who were sampled, obtained the number of respondents based on age
criteria, namely, the number of 17-25 years old as many as 32 respondents with
a percentage of 32%, 26-35 years old as many as 52 respondents with a
percentage of 52%, 36-45 years old as many as 16 respondents with a percentage
of 16%.
Characteristics of respondents by gender
The results of the calculation of questionnaire
data are known to be the number and percentage of gender of Garnier Sakura
White Day Cream respondents as many as
100 consumers who were sampled, obtained the number of respondents based on
gender criteria, that is, the total number of respondents was 100 women. So it
can be concluded that the largest frequency is dominated by female respondents,
which is 100%.
Characteristics of respondents based on recent
education
From the existing questionnaires, respondents
who had the last education of junior high school were 20 respondents or 20%,
SLTA of 32 respondents or 32%, the number of educated respondents. Diploma-S1
of 48 respondents or 48%.
Characteristics of respondents based on income
It is known that the number and percentage
based on income, namely, < 3,000,000 as many as 23 respondents with a
percentage of 23%, 3,000,000-5,000,000 as many as 47 respondents with a
percentage of 47%, respondents with income of 5,000,000-7,000,000 as many as 19
respondents with a percentage of 19%, and respondents with income
7,000,000-10,000,000 as many as 11 respondents with a percentage of 11%.
Table 1. Multiple Linear Regression Test
Results
Based on table 4.11, the multiple linear
regression equation is as follows:
Y = 0,242 X1 + 0,303 X2 + 0,372
X3
Information:
Y = Purchase Decision
X1 = Product Quality
X2 = Celebrity Endorser
X3 = Word of Mouth
From the results of the analysis it can be seen
that in the product quality variable there are positive and significant
implications in the regression coefficient of 0.242, so it can be concluded
that every increase in the product quality variable will increase purchasing decisions
by 0.242, if the assumptions of other variables are considered constant.
The
celebrity endorser variable has a
regression coefficient of 0.303, so it can be concluded that every increase in
the celebrity endorser variable will increase purchasing decisions by 0.303, if
the assumptions of other variables are considered constant.
The word
of mouth variable has a regression
coefficient of 0.372, so it can be concluded that every increase in the word of
mouth variable will increase purchasing decisions by 0.372, if the assumptions
of other variables are considered constant. Based on validity and reliability
tests that have been carried out, all statement items are declared valid and
reliable.
Normality Test
The normality test is used to find out whether
the data population is normally distributed or not. The data normality test can
be performed with the Kolmogorov – Smirnov test. The application of the Kolmogorov-Smirnov test is that if it is significant below 0.05,
it means that the data to be tested has a significant difference from the
standard normal data, it means that the data is abnormal.
Table 2. Normality Test Results One-Sample
Kolmogorov-Smirnov Test
The Automobile
Autocorrelation tests are performed to see
whether or not there is autocorrelation in a regression model with the
Durbin-Watson In this study the value of N is = 100 with the value (K) is = 3 then
the value of the DL table is = 1.6131 and the value of DU is = 1.7364 and the
value of (4 – DU) = 2.2632. The result of DW value is 2.044. Then the DW value
lies in DU and (4-DU), = 1.7364<2.044<2.2632. It can be concluded that no
autocorrelation occurred in the regression model used in this study.
Multicollinearity Test
The multicollinearity test also aims to test
whether the regression model found a correlation between independent variables.
A good regression model is free from multicollinearity or no correlation
between independent variables. The multicollinearity test is seen from the
value of Variance Inflation Factor (VIF)
and Tolerance, the standard used is that if the Tolerance > 0.1 and
VIF < 10 then multicollinearity does not occur.
Heteroscedasticity Test
The heteroscedasticity test using the glacier
test aims to test whether in the regression model there is an inequality of
variance from the residual of one observation to another. A good regression
model does not occur heteroscedasticity. The correlation between Residual and
Product Quality variables results in a signification number of more than 0.05,
which is 0.663. The significance value is greater than 0.05, which means that
the data does not occur heteroscedasticity problems and the study can continue.
The correlation between Residual and Celebrity
Endorser variables gives a signification
number of more than 0.05, which is at the level of 0.769. The correlation
between Residual and Word of Mouth variables
resulted in a signification number of more than 0.05, which is at the
level of 0.574. affects consumer satisfaction by 0.281. The regression
coefficient of price perception is 0.630. This value shows that other
independent variables have fixed or constant values and price perception (X2)
increases by 1 point, it will affect consumer satisfaction by 0.630. The sales
promotion regression coefficient is 0.059. This value shows that other
independent variables have fixed or constant values and sales promotion (X3)
increases by 1 point, it will affect consumer satisfaction by 0.059.
Test F
The F test is used to test the significance of
the regression coefficient together, i.e. whether the independent variable has
an influence on the dependent variable tested at a significant level of 0.05.
The significance of this test is used to determine whether the independent
variable developed in this study is able to explain the variation in the change
in the dependent variable. Based on F Test Resultsthe results of simultaneous
testing or F test where the Fcalculate value is obtained at 36.131 with a
significance level of 0.000 smaller than the alpa probability limit or the error
rate obtained is (0.05) or 5%, so that the sig in the Anova table can be
interpreted as significant because it is below the predetermined alpha value
limit. (dependent) so that the regression model developed in this study is
considered to meet the feasibility requirements.
Test Coefficient of Determination (R2)
The analysis of the coefficient of
determination (R2) is used to give an understanding of how much the percentage
of influence between the independent variable and the dependent variable. Based on
Test Results R2 (Coefficient of Determination) the R Square value (Coefficient
of Determination) of the regression equation is 0.530 which means that the
independent variable in this study which includes product quality, celebrity
endorser and word of mouth is 53% while
the remaining 47% is explained by other variables that are not in this study.
The Tree of Sorrow (t)
The t test aims to partially test each
independent variable whether it has an effect on the dependent variable. Based
on the Pasial Test Results t shows that the calculated value in the Product
Quality variable (X1) is 3.076 with a significant value of 0.003, the ttable
value (α = 0.05) must be found is 1.984, because the calculated value (3,076
> 1.984) with a significant level (0.003 < 0.05), then Ho was rejected,
which means that there is a positive and significant influence between Product
Quality (X1) and Purchasing Decision (Y).
Showing that
the calculated value in the Celebrity Endorser variable (X2) of 3,332
with a significant value of 0.001 must be found the ttable value (α = 0.05) is
1.984, because the calculated value
(3,332 > 1.984) with a significant level (0.001 < 0.05), then Ho is
rejected, which means that there is a positive and significant influence
between the Celebrity Endorser (X2) on
the Purchase Decision (Y).
Showing that
the calculated value in the Word of Mouth variable (X3) is 4.418 with a
significant value of 0.000, the ttable value (α = 0.05) must be found is
1.984, because the calculated value
(4.418 > 1.984) with a significant level (0.000 < 0.05), then Ho is
rejected, which means that there is a positive and significant influence
between Word of Mouth (X3) on Purchase Decision (Y).
CONCLUSION
Based on the results of research that has been
analyzed on Garnier Sakura White Day Cream in Pejaten Village, South Jakarta,
several conclusions can be drawn. First, product quality has a positive and
significant influence on purchasing decisions, indicating that improving
product quality can increase consumers' tendency to buy Garnier Sakura White
Day Cream in Pejaten Village. Second, celebrity endorsers also have a positive
and significant influence on purchasing decisions, indicating that increasing
the popularity or credibility of endorsers can strengthen consumer purchasing
decisions regarding these products. Lastly, word of mouth also has a positive
and significant influence on purchasing decisions, showing that increased
information and recommendations from local consumers can have a positive impact
on purchasing decisions for Garnier Sakura White Day Cream in Pejaten Village,
South Jakarta. This conclusion provides a clear view of the factors that can
influence consumer purchasing decisions on skin care products at the Pejaten
Village market.
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