ANALISIS PENGARUH CONTENT MARKETING, E-WOM, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA PRODUK KECANTIKAN MASKER CAMILLE BEAUTY

Berliana Putri Widiyanto, . (2023) ANALISIS PENGARUH CONTENT MARKETING, E-WOM, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA PRODUK KECANTIKAN MASKER CAMILLE BEAUTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Currently, the internet is increasingly developing and opening up opportunities for business, where content about skincare products is currently trending. Camille Beauty is one of the local skincare products which is currently widely used as review content for mask products. With this, it is important for companies to pay attention to the impact of content marketing, e-WOM and brand image on purchasing interest, because consumers tend to listen to friends & other people about reviews, and see the extent to which a product's brand image has a positive image. This research is a quantitative study aimed at analyzing and proving the influence of Content Marketing, E-WOM, and Brand Image on Purchase Intention. The population of this study are students in the DKI Jakarta area who know and are interested in using Camille Beauty mask beauty products. The sample used in this research was 100 respondents using non-probability sampling techniques and purposive sampling methods. For data processing for this research, SmartPLS 4.0 was used with the results of the content marketing variable having a positive and significant effect with a statistical t value of 2,558 > t table 1.984, E-WOM having a positive and significant effect with a statistical t value of 4,066 > t table 1.984 and brand image having a positive and significant effect with a statistical t value of 3.409 > t table 1.984 on purchase intention for Camille Beauty mask beauty products.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2010111039] [Pembimbing: Bernadin Dwi M] [Penguji 1: Lina Aryani] [Penguji 2: Pusporini]
Uncontrolled Keywords: Content Marketing, E-WOM, Brand Image, and Purchase Intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Berliana Putri Widiyanto
Date Deposited: 21 Mar 2024 04:06
Last Modified: 21 Mar 2024 04:06
URI: http://repository.upnvj.ac.id/id/eprint/28041

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