Pengaruh Citra Merek terhadap Niat Beli Produk Perawatan Kulit Cosrx Konsumen Muslim
Abstract
The paradigm shift in skincare has undergone a significant transformation—not merely as a functional necessity but also as an expression of identity and cultural pride. Amid globalization and the rise of social media that intensify awareness of personal appearance, the Muslim community has increasingly contributed to shaping beauty trends aligned with their values. This study aims to examine the influence of brand image on the purchase intention of “Cosrx” Korean skincare products among Muslim consumers. A quantitative approach was employed using a survey as the primary data collection method. The results reveal that the brand image of Cosrx significantly and positively affects consumers' purchase intentions. An increase in positive perceptions of the Cosrx brand image is directly correlated with a stronger intention to purchase the product. This finding underscores the importance of strengthening brand image as a strategic effort to enhance consumer interest, particularly within the Muslim market segment. The study offers insights for cosmetic brands seeking to expand their presence in religiously conscious markets by aligning brand values with consumer beliefs and preferences.
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Fauzia, A. Z. N., & Sosianika, A. (2021). Analisis Pengaruh Brand Image, Perceived Quality, dan Country of Origin Terhadap Minat Beli Produk Skincare Luar Negeri. Prosiding Industrial Research Workshop and National Seminar, 12, 1068–1072.
Holifah, J., Prasetya, H., & Hidayati, A. (2023). Pengaruh Iklan Brand Skincare COSRX Versi Jeon Somi Sebagai Brand Ambassador Terhadap Loyalitas Merek. Innovative: Journal Of Social Science Research (Special Issue), 3, 10873–10887.
Imron, A. A., & Wajdi, M. F. (2024). Analisis Pengaruh Brand Image, Diskon, dan Brand Ambassador Terhadap Minat Beli Produk SOMETHINC. Innovative: Journal Of Social Science Research, 4(2), 8350–8363. https://doi.org/10.31004/innovative.v4i2.10336
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Rodrigues, C., & Skinner, H. (2020). Towards a Theoretical Framework on Sensorial Place Brand Identity. Journal of Place Management and Develompment, 13(3), 273–295.
Sabila, R., & Azizah, F. N. (2022). Analisis Pengaruh Beban Kerja Terhadap Kinerja Karyawan Pada PT XYZ Cabang Cibitung Dengan Menggunakan Uji Regresi Linier Sederhana. Jurnal Ilmiah Wahana Pendidikan, 8(10), 256–263.
Sahabuddin, R., & Arif, H. M. (2023). Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Minat Beli Konsumen Wizzmie Kota Makassar. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 4(2), 230–237. https://doi.org/10.31289/jimbi.v4i2.2775
Setyani, A. H., & Azhari, M. Z. (2021). Pengaruh Korean Wave dan Ulasan Online Terhadap Minat Beli Produk Skin Care Korea Selatan. Jurnal IKRA-ITH Ekonomika, 4(58), 67–74.
Sulistyo, D. A., Kirana, E. K., Hendrati, I. M., & Handayani, W. (2023). Brand Gender as The Antecedent of Brand Love Mediated by Cosrx Skincare Consumer Engagement. International Journal of Economics, Bussines, and Accounting Research, 2021(4), 1216–1231.
Usmadi. (2020). Pengujian Persyaratan Analisis: Uji Homogenitas dan Uji Normalitas. Jurnal Inovasi Pendidikan, 7(1), 50–62.
Ahmad, S. H., Wolok, T., & Abudassamad, Z. K. (2022). Pengaruh Shopping Lifestyle Dan Promosi Produk Skin Care Terhadap Impulse Buying Melalui Media Tiktok Shop. JAMBURA: Jurnal Ilmiah Manajemen Dan Bisnis, 5(2), 784–793.
Alvarado-Karste, D., & Guzmán, F. (2020). The Effect of Brand Identity-Cognitive Style Fit and Social Influence on Consumer-Based Brand Equity. Journal of Product and Brand Management, 29(7), 971–984. https://doi.org/10.1108/JPBM-06-2019-2419
Andriani, S. (2017). Uji Park Dan Uji Breusch Pagan Godfrey Dalam Pendeteksian Heteroskedastisitas Pada Analisis Regresi. Al-Jabar: Jurnal Pendidikan Matematika, 8(1), 63–72.
Anisa Setiani, N., Najib, M. F., Alty Amalia, F., & Purnamasari, D. (2022). Consideration Analysis of Muslim Purchase Intention on Korean Beauty Products. Journal of Marketing Innovation (JMI), 2(1), 42–60.
Ariani, A., Ngazizi, M., Khasanah, M., & Carmidah. (2023). Strategi Membangun Brand Image Payungi dalam Meningkatkan Penjualan. Jurnal Manajemen Bisnis Kewirausahaan, 2(1), 13–19.
Azizah, I. N., Arum, P. R., & Wasono, R. (2021). Model Terbaik Uji Multikolinearitas untuk Analisis Faktor-Faktor yang Mempengaruhi Produksi Padi di Kabupaten Blora Tahun 2020. Prosiding Seminar Nasional UNIMUS, 4.
Dwitari, D. M., & Kusdibyo, L. (2019). Mengukur Sikap dan Minat Beli Konsumen Terhadap Produk Skin Care Dengan Menggunakan Brand Image Merek Lokal. Industrial Research Workshop and National Seminar, 10(1), 686–696.
Fauzia, A. Z. N., & Sosianika, A. (2021). Analisis Pengaruh Brand Image, Perceived Quality, dan Country of Origin Terhadap Minat Beli Produk Skincare Luar Negeri. Prosiding Industrial Research Workshop and National Seminar, 12, 1068–1072.
Holifah, J., Prasetya, H., & Hidayati, A. (2023). Pengaruh Iklan Brand Skincare COSRX Versi Jeon Somi Sebagai Brand Ambassador Terhadap Loyalitas Merek. Innovative: Journal Of Social Science Research (Special Issue), 3, 10873–10887.
Imron, A. A., & Wajdi, M. F. (2024). Analisis Pengaruh Brand Image, Diskon, dan Brand Ambassador Terhadap Minat Beli Produk SOMETHINC. Innovative: Journal Of Social Science Research, 4(2), 8350–8363. https://doi.org/10.31004/innovative.v4i2.10336
Kuswibowo, C., & Murti, A. K. (2021). Analisis Pengaruh Brand Image, Promotion, dan Electronic Word of Mouth terhadap Minat Beli pada Aplikasi Online Shop. Jurnal Manajemen Industri Dan Logistik, 5(1), 53–61. https://doi.org/10.30988/jmil.v5i1.726
Lukitaningsih, A., Ningrum, N. K., & Muttaqin, F. A. (2023). Pengaruh Brand Image, Store Atmosphere, Product Quality dan Service Quality terhadap Minat Beli Ulang (Studi Kasus Pada Pelanggan Mie Gacoan Yogyakarta). Ekonomis: Journal of Economics and Business, 7(1), 372. https://doi.org/10.33087/ekonomis.v7i1.794
Mahiri, E. A. (2020). Pengaruh Brand Image dan Store Atmosphere Terhadap Keputusan Pembelian Pada Konsumen Badan Usaha Milik Desa (BUMDES) Mart Banjaran. Coopetition: Jurnal Ilmiah Manajemen, 11(3), 227–238.
Pauzy, D. M., & Sutrisna, A. (2021). Mengukur Kepuasan Konsumen Produk Skin Care Melalui Kualitas Produk. Jurnal Ecoment Global, 6(2), 143–150.
Rodrigues, C., & Skinner, H. (2020). Towards a Theoretical Framework on Sensorial Place Brand Identity. Journal of Place Management and Develompment, 13(3), 273–295.
Sabila, R., & Azizah, F. N. (2022). Analisis Pengaruh Beban Kerja Terhadap Kinerja Karyawan Pada PT XYZ Cabang Cibitung Dengan Menggunakan Uji Regresi Linier Sederhana. Jurnal Ilmiah Wahana Pendidikan, 8(10), 256–263.
Sahabuddin, R., & Arif, H. M. (2023). Pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap Minat Beli Konsumen Wizzmie Kota Makassar. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 4(2), 230–237. https://doi.org/10.31289/jimbi.v4i2.2775
Setyani, A. H., & Azhari, M. Z. (2021). Pengaruh Korean Wave dan Ulasan Online Terhadap Minat Beli Produk Skin Care Korea Selatan. Jurnal IKRA-ITH Ekonomika, 4(58), 67–74.
Sulistyo, D. A., Kirana, E. K., Hendrati, I. M., & Handayani, W. (2023). Brand Gender as The Antecedent of Brand Love Mediated by Cosrx Skincare Consumer Engagement. International Journal of Economics, Bussines, and Accounting Research, 2021(4), 1216–1231.
Usmadi. (2020). Pengujian Persyaratan Analisis: Uji Homogenitas dan Uji Normalitas. Jurnal Inovasi Pendidikan, 7(1), 50–62.
DOI: http://dx.doi.org/10.33087/eksis.v16i1.497
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