Shiftincustomertrust:Thechangesinmarketbehaviorintrustingbrand andproductreviewthanbrandadvertisement. FINALPROJECT By;InnayahZuhriyaniYurizal 19020126 UndergraduateProgram SchoolofBusinessandManagement InstitutTeknologiBandung 1 Shiftincustomertrust:Thechangesinmarketbehaviorintrustingbrand andproductreviewthanbrandadvertisement. InnayahzuhriyaniYurizal 19020126 Supervisor;IlhamFauzanPutra,MehdiFARAJALLAH ABSTRACT Overthepastdecade,thebeautyindustryhasseenasignificantshiftincustomer behaviorandpurchasingdecisions.Traditionally,billboards,televisioncommercials,pamphlets, andofficialsocialmediaaccountswerethekeytoolsforcompaniestomarkettheirproducts, buildbrandrecognition,andexchangeinformation.Consumers,however,havereceivedmore accessandknowledgeabouttheproductstheyareinterestedin,includingtheiringredients,brand values,andsustainabilitypractices,asaresultoftherapidexpansionandimprovementof technology.Asaresult,traditionaladvertisingislesssuccessful,andpeopleareincreasingly skepticalofbrandadvertising. Consumersarerelyingonreviewstogainabetterunderstandingoftheproductsand servicestheyhaveaninterestin.Whenmakingpurchasingdecisions,customersmainlyrelyon onlinereviews,suchasthoseaccessibleone-commercesitesorsocialnetworkingplatforms. AccordingtoaBrightLocalsurvey,91%ofbuyersexamineinternetreviewsbeforemakinga purchasechoice.Reviewsareregardedasobjectiveandgenuinesourcesofinformationthat representtheexperiencesofotherconsumers.Asaresult,shoppershavebecomemorerelianton reviewstomakeinformedpurchasingdecisions.Thisshiftincustomerbehaviorhasfar-reaching consequencesforthebeautycompanies.Brandsmusttakeefforttodecreaseclientpurchase dissatisfactionandproducemorepositiveandrealisticadvertising. keywords;WOM,Reviews,customerbehavior,customertrust,purchasingdecisions. 2 PerubahandalamKepercayaanPelanggan:PerubahandalamPerilaku PasardalamMempercayaiUlasanMerekdanProdukdaripadaIklanMerek. InnayahZuhriyaniYurizal 19020126 Pembimbing:IlhamFauzanPutra,MehdiFARAJALLAH ABSTRAK Selamadekadeterakhir,industrikecantikantelahmengalamiperubahansignifikandalam perilakupelanggandankeputusanpembelian.Secaratradisional,papanreklame,iklantelevisi, brosur,danakunmediasosialresmiadalahalatutamabagiperusahaanuntukmemasarkan produkmereka,membangunpengakuanmerek,danpertukaraninformasi.Namun,konsumen sekarangmemilikilebihbanyakaksesdanpengetahuantentangprodukyangmerekaminati, termasukbahan-bahannya,nilaimerek,danpraktikkeberlanjutan,sebagaihasildariekspansi teknologiyangcepatdanpeningkatan.Akibatnya,periklanantradisionalmenjadikurang berhasil,danorangsemakinskeptisterhadapiklanmerek. Konsumensekaranglebihmengandalkanulasanuntukmemahamilebihbaikprodukdan layananyangmerekaminati.Saatmembuatkeputusanpembelian,pelanggansebagianbesar mengandalkanulasanonline,sepertiyangdapatdiaksesdisituse-commerceatauplatformmedia sosial.MenurutsurveiBrightLocal,91%pembelimemeriksaulasaninternetsebelummembuat pilihanpembelian.Ulasandianggapsebagaisumberinformasiyangobjektifdanjujuryang mewakilipengalamankonsumenlain.Akibatnya,parapembelimenjadilebihbergantungpada ulasanuntukmembuatkeputusanpembelianyangterinformasi.Perubahanperilakupelanggan inimemilikikonsekuensiyangluasbagiperusahaankecantikan.Merekharusberusahauntuk mengurangiketidakpuasanpembelianpelanggandanmenghasilkanperiklananyanglebihpositif danrealistis. Katakunci:WOM(WordofMouth),Ulasan,perilakupelanggan,kepercayaanpelanggan, keputusanpembelian. 3 APPROVALPAGE Shiftincustomertrust:Thechangesinmarketbehaviorintrustingbrandandproduct reviewthanbrandadvertisement. ByInnayahZuhriyaniYurizalIDNo:19020126 AFinalProjectinPartialFulfillment OftheRequirementfortheDegreeofBachelorofManagement UndergraduateProgramofManagementStudySchoolofBusinessandManagement InstitutTeknologiBandungSeptember2023 ApprovedBy ______________________________________________________ Dr.rer.pol.AchmadFajarHendarman,S.T,M.S.M. 4.