PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH, DAN CITRA MEREK TERHADAP MINAT BELI PADA PRODUK EMINA

Bernadette Ratan Natasha, . (2023) PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH, DAN CITRA MEREK TERHADAP MINAT BELI PADA PRODUK EMINA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Cosmetics are like a basic need, no longer a secondary need, especially for women, this encourages innovation from entrepreneurs to create cosmetic products for various groups. This study is a quantitative study to determine the influence of social media marketing, electronic word of mouth, and brand image on purchase intention in Emina products. The sample for this research was the 2019 Batch of the Faculty of Economics and Business UPN Veteran Jakarta with a total sample of 181 respondents. The sampling technique was carried out by non-probability sampling with purposive sampling method. Data collection using a questionnaire and analysis was carried out using the SmartPLS 3.0 application. The results of this study show that: (1) social media marketing has a positive and significant effect on purchase intention of 0.202, (2) electronic word of mouth has a positive and significant effect on purchase intention 0.539 and (3) brand image has a positive and significant effect on purchase intention buy by 0.207. While the contribution of social media marketing, electronic word of mouth, and brand image to purchase intention with an Adjusted R Square value of 0.438 or 43.8% while 56.2% is caused by other factors.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 1910111211] [Pembimbing: Jenji Gunaedi Argo] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Yuliniar]
Uncontrolled Keywords:	Social Media Marketing, Electronic Word of Mouth, Brand Image, Purchase Intention, and Emina
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Bernadette Ratna Natasha
Date Deposited:	06 Feb 2023 09:15
Last Modified:	06 Feb 2023 09:15
URI:	http://repository.upnvj.ac.id/id/eprint/22901

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