Analisis Karakteristik Demografis Dan Lama Penggunaan Kosmetik Terhadap E-WOM Dan Keputusan Pembelian Merk Emina di Kota Semarang
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Kosmetik saat ini menjadi komoditi yang sangat dibutuhkan oleh wanita yang menunjang penampilan sehari-harinya. Sebagai kebutuhan primer wanita tentunya industry kosmetik mendorong kompetisi semakin tinggi salah satunya Emina sebagai brand local kosmetik di Indonesia. Brand local tentunya tidak mudah dalam menempati posisi teratas dibanding brand impor. Dengan demikian kemampuan E WOM dalam mempengaruhi keputusan pembelian sangat penting dengan memperhatikan karakteristik demografi konsumen di Indonesia. Penelitian ini bertujuan untuk mengetahui pengaruh E WOM terhadap keputusan pembelian dengan moderasi dari karakteristik demografi dan lama penggunaan. Penelitian ini menggunakan sampel sebanyak 100 responden yang berdomisili di Semarang Jawa Tengah. Penelitian ini dilakukan dengan cara menyebarkan kuesioner secara langsung dan kuesioner dalam bentuk google form. Alat analisis yang digunakan dalam penelitian ini adalah analisis WarpPls. Hasil penelitian menunjukkan bahwa E WOM berpengaruh signifikan terhadap keputusan pembelian, lama penggunaan kosmetik memiliki pengaruh signifikan sebagai pemoderasi antara E WOM dan keputusan pembelian, karakteristik demograsi yaitu usia dan tingkat pendapatan berpengaruh tidak signifikan dalam memoderasi hubungan antara E WOM dan keputusan pembelian. Kosmetik Emina perlu mempertimbangkan peran pengalaman terbarik dari konsumen sebagai pengguna kosmetik lokal karena dengan pengalaman, konsumen dapat memberikan informasi terbaik kepada orang lain. Pengalaman ini dapat diaplikasikan dalam bentuk strategi produk dan harga yang lebih baik daripada sebelumnya.
Kata Kunci: E WOM; Karakteristik demografi; lama penggunaan kosmetik; keputusan pembelian
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