PENGARUH GREEN MARKETING, BRAND IMAGE, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PRODUK SKINCARE AVOSKIN DI WILAYAH DKI JAKARTA

Nanda Syafitri, . (2023) PENGARUH GREEN MARKETING, BRAND IMAGE, DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PRODUK SKINCARE AVOSKIN DI WILAYAH DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The beauty and care industry continues to experience rapid growth every year. With the high level of market demand for skincare products, companies in the industry must face increasingly fierce competition. In order to boost sales levels, companies must design marketing strategies that can provide a competitive advantage in the tight skincare market. This research is a quantitative study that aims to determine the effect of green marketing, brand image, and electronic word of mouth on the purchase intention of Avoskin skincare products. The population of this study is skincare users in DKI Jakarta who know or are familiar with Avoskin skincare products, with a sample of 100 respondents using non-probability sampling techniques and purposive sampling methods. The results of this study indicate that each variable used, namely green marketing, brand image, and E-WOM, is stated to have a significant effect on the purchase intention of Avoskin skincare products in DKI Jakarta. Based on the t-statistic test, the green marketing variable has the greatest influence on purchase intention, which is 46.4%.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2010111007] [Pembimbing: Diana Triwardhani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Nobelson]
Uncontrolled Keywords:	Purchase Intention, Green Marketing, Brand Image, E-WOM, Skincare
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Nanda Syafitri
Date Deposited:	20 Mar 2024 06:56
Last Modified:	20 Mar 2024 06:56
URI:	http://repository.upnvj.ac.id/id/eprint/28031

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