Pengaruh Customer Relationship Management, Electronic Word of Mouth, dan Online Promotion terhadap Keputusan Pembelian pada Brand Make Up Wardah
DOI:
https://doi.org/10.55606/jempper.v5i2.6423Keywords:
Customer Relationship Management, Electronic Word of Mouth, Online Promotion, Purchase Decision, WardahAbstract
This study aims to analyze the influence of Customer Relationship Management (CRM), Electronic Word of Mouth (E-WOM), and Online Promotion on purchasing decisions for the Wardah make up brand. The research was motivated by fluctuations in Wardah’s sales performance during the 2020–2024 period amid intense competition within the cosmetics industry. This research applied a quantitative approach using a survey method with 112 respondents, who were followers of the Wardah Youth Ambassador Bali Instagram account and users of Wardah products. The sampling technique used was purposive sampling, while data were analyzed through multiple linear regression using the SPSS software. The findings reveal that Customer Relationship Management have a positive but not significant effect, meanwhile Electronic Word of Mouth, and Online Promotion each have a positive and significant effect on purchasing decisions, both partially and simultaneously. These results indicate that effective CRM strategies, positive online reviews, and consistent online promotions can increase consumers’ purchasing decisions toward Wardah make-up products.
References
Abadi, R., Agustina, T., & Kusdyah, I. (2023). Pengaruh kualitas layanan, people, dan customer relationship management (CRM) terhadap keputusan pembelian ulang jasa training pada PT Sinergi Business Solution di Kota Malang. Jurnal Ilmiah Riset Aplikasi Manajemen, 1(1), 1–10.
Anwar, M. K., Rahayu, R., & Krisdianto, D. (2022). Pengaruh promosi online dan persepsi harga terhadap keputusan pembelian (studi pada Toko Sport Station Dinoyo Kota Malang). JIAGABI, 11(1), 97–104.
APJII. (2024). Jumlah pengguna internet Indonesia tembus 221 juta orang. Asosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Astuti, R., & Lestari, D. (2023). The influence of customer relationship management, electronic word of mouth, and online promotion on purchasing decisions of cosmetic products: Evidence from Wardah consumers in Indonesia. Jurnal Manajemen dan Bisnis, 18(2), 145–156. https://doi.org/10.1234/jmb.v18i2.5678
Ferdinand, A. (2014). Metode penelitian manajemen: Pedoman penelitian untuk skripsi, tesis, dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
Fika, S., & Firmansyah, H. (2021). Pengaruh customer relationship management (CRM) terhadap kepuasan pelanggan produk sepatu Converse. Jurnal Bisnis dan Pemasaran, 11(1), 1–10.
Imbayani, I. G. A., & Gama, A. W. S. (2018). The influence of electronic word of mouth (e-WOM), brand image, and product knowledge on purchase intention. Jurnal Ekonomi dan Bisnis Jagaditha, 5(2), 123–132.
Mae. (2024). Wow! Warga RI habiskan Rp2 triliun buat beli skin care & make up. CNBC Indonesia. https://www.cnbcindonesia.com/research/20240412142617-128-529966/wow-warga-ri-habiskan-rp-2-triliun-buat-beli-skin-care-make-up
Marrie, O. S., et al. (2025). The influence of online sales promotion on impulsive buying behavior among Gen Z consumers. American Journal of Economics and Business Innovation (AJEBI), 4(2), 1–12.
Nisa, R., & Augustine, M. (2023). Pengaruh online customer review, online customer rating, dan online promotion terhadap keputusan pembelian online di Shopee. Jurnal Ekonomi dan Manajemen, 5(1), 45–56.
Rizq, S. R. P., & Istyakara, M. (2023). Intention to buy halal cosmetics based on social media activities, brand equity, and e-WOM. Jurnal Ekonomi Syariah Teori dan Terapan, 10(3), 321–333.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suharto, & Yuliansyah. (2023). The influence of customer relationship management and customer experience on customer satisfaction. Integrated Journal of Business and Economics, 7(2), 85–96.
Top Brand Award. (2024). Daftar atas merek indeks. https://www.topbrand-award.com
Yulianita, R., et al. (2024). Pengaruh citra merek, variasi produk, dan electronic word of mouth terhadap keputusan pembelian produk kosmetik Wardah di Kota Denpasar. Jurnal EMAS, 5(6), 455–468.
