Citation:

Prajna Devi Guntara, Rodhiah. "Factors that Influencing Lanbena's Brand Image in Jakarta" International Research Journal of Economics and Management Studies, Vol. 2, No. 3, pp. 439-444, 2023.

Abstract:

Everyone has different facial skin which makes people look for skin care that suits their skin. Because of these conditions, coupled with the trend of using skincare for self-care, many skincare brands are mushrooming, ranging from local skincare to foreign-produced skincare. The existence of choices given by consumers between local skincare and foreign skincare makes competition between brands heat up. The purpose of this study is to ascertain the major impact of social media marketing, online reviews, and E-WOM on the perception of Lanbena in Jakarta. This cross-sectional study employs a quantitative descriptive research approach. The sample size for this study includes 100 respondents who use Lanbena skincare and reside in Jakarta, making up the study's population of Lanbena skincare users in Jakarta. In this study, purposive sampling was used. The questionnaire used for data collection was delivered via a Google form, and respondents who completed it after passing the initial round of screening questions were asked to rate their responses on a Likert scale from 1 to 5. SEM PLS 4.0 is used in this study's data processing. The study's findings demonstrate that social media marketing enhances brand perception. Online reviews also have a favourable impact on a brand's reputation. The study's findings also indicate a favourable relationship between E-WOM and brand perception.

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Keywords:

Social Media Marketing, Online Reviews, E-WOM, Brand Image.