The Role of Word of Mouth, Brand Image, and Price as Antecedents of Interest in Purchasing

Abstract

With the development of the economy, technology and culture in this modern era, beauty care has become a necessity that is considered important for some people, especially women. This phenomenon supports the emergence of many companies launching various products to meet people's beauty care needs. However, a marketing strategy is needed to support sales of these products. The aim of this research is to determine the influence of word of mouth, brand image and price on interest in purchasing Skintific products in the Special Region of Yogyakarta (DIY). The type of data used in this research is quantitative data. This research uses purposive sampling. Data collection techniques in research use questionnaires. In this research, SmartPLS SEM (Partial Least Squares - Structural Equation Modeling) software was used for data processing. The results of this research are: 1) Word of mouth has a positive effect on interest in purchasing Skintific products in DIY. 2) Brand image has a positive effect on interest in purchasing Skintific products in DIY. 3) Price has a positive effect on interest in buying Skintific products in DIY. This research provides a contribution to the company in the form of developing a word of mouth strategy with the hope of increasing consumer buying interest. Meanwhile, for future research, it is hoped that there will be additional variables that might also influence many things in this research