Pengaruh Persepsi Harga, Endorser, dan E-WOM terhadap Minat Beli Skintific di Cilandak Jakarta Selatan

https://doi.org/10.35912/jakman.v6i2.3670
Published: Mar 11, 2025

Abstract:

Purpose: Therefore, this study aims to find out the perception of price, celebrity endorsers and online promotions in influencing buying interest mediated by electronic word of mouth in Skintific Skincare in Cilandak, South Jakarta.
Methodology/approach: The method used in this study is a verifiable descriptive method with a quantitative approach. The data used is primary data, namely by distributing questionnaires to respondents using the Convenience Sampling technique.
Results/findings: The results of the study show that price perception, celebrity endorsers, and online promotions have a positive and significant effect on E-WOM. Price perception and E-WOM also directly have a positive effect on buying interest, while celebrity endorsers and online promotions do not. Indirectly, E-WOM is able to mediate the influence of price perception, celebrity endorsers, and online promotions on buying interest significantly.
Conclusions: Research shows that price perception, celebrity endorser, and online promotion have a significant positive influence on E-WOM. Good price perception drives consumer satisfaction, while celebrity endorser strengthens product image, and online promotion facilitates information dissemination.
Limitations: The study is limited to Skintific Skincare products, thus results may not generalize to other product categories. Future research should consider broader product categories to enhance the applicability of the findings.
Contribution: This study enriches the literature by incorporating E-WOM as a mediating variable, providing a comprehensive understanding of consumer purchase interest in a digital context and offering insights into effective marketing strategies for local Skincare brands.

Keywords:
1. Buying Interest
2. Celebrity endorser
3. E-WOM
4. Online Promotion
5. Price Perception
Authors:
1 . Silvia Ekasari
2 . Ngadino Surip
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How to Cite
Ekasari, S., & Surip, N. . (2025). Pengaruh Persepsi Harga, Endorser, dan E-WOM terhadap Minat Beli Skintific di Cilandak Jakarta Selatan. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(2), 371–384. https://doi.org/10.35912/jakman.v6i2.3670
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Issue & Section
Vol. 6 No. 2 (2025): Maret
Articles
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References

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    Fakhri, N. (2017). Konsep dasar dan implikasi teori perbandingan sosial. Jurnal Psikologi Talenta, 3(1), 10. https://doi.org/10.26858/talenta.v3i1.13066

    Fauzy, I. A., & Sholahuddin, M. (2023). The Effect of Promotion Through Instagram on Purchase Intention With E-WOM as an Intervening Variable in Men’s Halal Skincare Products. IQTISHA Dequity Jurnal MANAJEMEN, 5(2), 108–118. https://doi.org/10.51804/iej.v5i2.12662

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    Widiawati, D., Hidayatullah, S., & Alvianna, S. (2021). Pengaruh Celebrity Endorcer Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung. Jurnal TESLA: Perhotelan-Destinasi Wisata-Perjalanan Wisata, 1(1), 9–15. https://doi.org/10.26905/jt.v1i1.6901

    Widyawati, S., & Faeni, R. P. (2021). Pengaruh marketing online, kualitas pelayanan dan harga terhadap kepuasan konsumen Hotel Borobudur. Reviu Akuntansi, Manajemen, Dan Bisnis, 1(1), 15–19. https://doi.org/10.35912/rambis.v1i1.402

    Yurinonica, A. A., & Yusrin, N. A. (2024). Analisis Pengaruh Faktor Produk, Merek, dan Channel terhadap Keputusan Pembelian Konsumen Brand Mixue. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 79–93. https://doi.org/10.35912/rambis.v4i1.3008

  1. Andini, J. S. A., & Soliha, E. (2023). The Effect of Product Quality, Price Perception and Promotion on Repurchase Interest (Empirical Study on Consumers of Scarlett Skincare Users in Semarang City). Jurnal Ekonomi, 12(02), 243–252.
  2. Auliya, A. (2023). Pengaruh Fitur Grabfood, Harga, dan Promosi Terhadap Minat Beli Konsumen pada Pengguna Aplikasi Grab Di Kota Medan. Jurnal Mahkota Bisnis (Makbis), 2(1). https://doi.org/10.59929/mm.v2i1.21
  3. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behavior (10th eds.). Masao, OH: Thomson/Sount.
  4. Damayanti, R., Husen, Z., & Mesar, Z. S. H. S. (2021). Pengaruh Celebrity Endorser terhadap Minat Beli dengan Electronic Word of Mouth Sebagai Variabel Intervening Pada Produk Skincare Emina. Jurnal Mitra Manajemen, 5(6), 390–398.
  5. Fakhri, N. (2017). Konsep dasar dan implikasi teori perbandingan sosial. Jurnal Psikologi Talenta, 3(1), 10. https://doi.org/10.26858/talenta.v3i1.13066
  6. Fauzy, I. A., & Sholahuddin, M. (2023). The Effect of Promotion Through Instagram on Purchase Intention With E-WOM as an Intervening Variable in Men’s Halal Skincare Products. IQTISHA Dequity Jurnal MANAJEMEN, 5(2), 108–118. https://doi.org/10.51804/iej.v5i2.12662
  7. Ghozali, I., & Latan, H. (2015). Partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris. Semarang: Badan Penerbit UNDIP, 4(1).
  8. Julia, S., & Kamilah, K. (2023). Pengaruh iklan tiktok, kualitas produk dan harga terhadap minat beli produk Scarlett Whitening. Jurnal Informatika Ekonomi Bisnis, 63–68. https://doi.org/10.37034/infeb.v5i1.205
  9. Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd edn PDF eBook. Pearson Higher Ed.
  10. Montjai, O., Tewal, B., & Lengkong, V. P. K. (2014). Motivasi, Sikap Dan Minat Beli Konsmen Pengaruhnya Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pt. Hasjrat Abadi Sentral Yamaha Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 2(4). https://doi.org/10.35794/emba.2.4.2014.6215
  11. Novita Laraswanti. (2023). Pengaruh Celebrity endorser, Brand Image, Brand Trust dan Variety of Selection Terhadap Minat Beli Body Lotion Scarlett Whitening (Studi Kabupaten Kebumen). Eprints.Universitasputrabangsa, 1–11.
  12. Puspitasari, N., Aphrodite, N., & Sulaeman, E. (2023). Pengaruh Promosi, Brand Ambassador Dan Korean Wave Terhadap Minat Beli Produk Somethinc. Warta Dharmawangsa, 17(1), 302–314. https://doi.org/10.46576/wdw.v17i1.2943
  13. Putri, A. D. (2024). Pengaruh Viral Marketing dan Electronic Word Of Mouth (E-WOM) terhadap Minat Beli Produk Mixue Ice Cream & Tea (Studi pada Mixue Kapten Muslim Medan).
  14. Sari, Y. R., Harliyani, S., & Sanjaya, V. F. (2022). Pengaruh Harga, Brand Image, Dan Celebrity endorser Enzy Storia Terhadap Minat Beli Produk Erigo. Business and Enterpreneurship Journal (BEJ), 3(1). https://doi.org/10.57084/bej.v3i1.782
  15. Sekar, S., Wibowo, A., & Siregar, S. (2023). YUME?: Journal of Management Pengaruh Kualitas Produk Dan Electronic Word Of Mouth (E-WOM) Terhadap Minat Beli Pada Produk Skincare Somethinc. YUME?: Journal of Management, 6(2), 739–748. https://doi.org/10.37531/yum.v6i2.5660
  16. Simanullang, T. S., & Amri, A. (2024). Pengaruh Penggunaan Influencer dan Promosi Online Terhadap sikap Konsumen Dalam Membangun Minat Beli untuk Pembelian Produk Skincare Skintific Secara Online. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, 1(3), 165–173.
  17. Tj, H. W., Wahyoedi, S., & Susana, S. (2022). Peranan E-WOM dalam memediasi pengaruh perceived value dan persepsi harga terhadap niat beli konsumen TikTok di DKI Jakarta. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 6(2), 407–422. https://doi.org/10.24912/jmieb.v6i2.21956
  18. Wibowo, Teguh Setiawan, Muhammad Asir, Muh Abduh Anwar, Herdiyanti, & Elyzabeth. (2022). Efektifitas Strategi Penetapan Harga Produk Barang Pada Daya Beli Konsumen?: StudiLiterature. Management Studies and Entrepreneurship Journal, 3(5), 2989–2996.
  19. Widiawati, D., Hidayatullah, S., & Alvianna, S. (2021). Pengaruh Celebrity Endorcer Dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Samsung. Jurnal TESLA: Perhotelan-Destinasi Wisata-Perjalanan Wisata, 1(1), 9–15. https://doi.org/10.26905/jt.v1i1.6901
  20. Widyawati, S., & Faeni, R. P. (2021). Pengaruh marketing online, kualitas pelayanan dan harga terhadap kepuasan konsumen Hotel Borobudur. Reviu Akuntansi, Manajemen, Dan Bisnis, 1(1), 15–19. https://doi.org/10.35912/rambis.v1i1.402
  21. Yurinonica, A. A., & Yusrin, N. A. (2024). Analisis Pengaruh Faktor Produk, Merek, dan Channel terhadap Keputusan Pembelian Konsumen Brand Mixue. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 79–93. https://doi.org/10.35912/rambis.v4i1.3008