ANALYSIS OF THE FACTORS THAT INFLUENCE THE BRAND IMAGE OF ROSE ALL DAY COSMETICS AMIDST THE BOYCOTT OF ISRAELI PRODUCTS ISSUE

• Main Author: Deswana, Zakia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83780
• Institution: Institut Teknologi Bandung

The Palestine-Israel issue has become a conversation in various parts of the world and has a certain impact in several aspects, researchers specifically discuss the boycott movement against products that are rumored to be related to Israel. This research was conducted in order to analyze the factors that most influence Rose All Day's Brand Image after this brand was affected by the pro-israel issue which resulted in the tarnishing of Rose All Day's image in the eyes of customers. This study predicts that Electronic Word of Mouth, Online Community, Online Ads have a positive and significant influence on Brand Image. Researcher also predict that Social Media Activity has a positive and significant moderating influence between the relationship of Electronic Word of Mouth, Online Community and Online Advertising with Brand Image. Researcher used quantitative methods to analyze data through questionnaires with 213 respondents. Researcher used the Partial Least Square Structural Equation (PLS-SEM) method using SmartPLS 4 software. The results of this study indicate that Electronic Word of Mouth has a positive and significant relationship with Brand Image. However, Online Ads and Online Community did not have a significant effect on Brand Image. The results of this study also show that Social Media Activity does not have a significant moderating influence between the relationship of Electronic Word of Mouth, Online Community and Online Advertising with Brand Image. Researcher hope that the results of this study can be useful and can be taken into consideration in formulating marketing and development strategies for the Rose All Day Cosmetic brand.