Aulia Rahmayanti, . (2024) ANALISIS PENGARUH CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA MINAT BELI MOTHER OF PEARL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increasing population of women in Indonesia has an impact on the demand for products, including products in the cosmetic industry. Mother of Pearl is one of the local cosmetic brands that sells various kinds of makeup, one of which is lipstick. This research aims to determine, analyze, and prove the influence of Celebrity Endorsement, E-WOM, and Brand Image on Purchase Intention of Mother of Pearl lipstick. The population that is the focus of this research is women who have knowledge and interest in purchase Mother of Pearl lipstick, with a sample size of 105 respondents aged 17 years and over, and active in Jabodetabek, using the purposive sampling method. This reseacrh uses a quantitative approach and utilizes SmartPLS 4.0 software for data processing. The results indicate that: (1) Celebrity Endorsement has a significant effect on Purchase Intention through the Brand Image of Mother of Pearl lipstick products, (2) E-WOM does not affect Purchase Intention through the Brand Image of Mother of Pearl lipstick products, (3) Celebrity Endorsement has a significant effect on Purchase Intention of Mother of Pearl lipstick products, (4) E-WOM has a significant effect on Purchase Intention of Mother of Pearl lipstick products; and (5) Brand Image has a significant influence on Purchase Intention of Mother of Pearl lipstick products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111017] [Pembimbing: Nobelson] [Penguji 1: Anastasia Bernadin Dwi Mardiatmi] [Penguji 2: Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | Celebrity Endorsement, E-WOM, Brand Image, Purchase Intention, Mother of Pearl |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | AULIA RAHMAYANTI |
| Date Deposited: | 21 Feb 2025 02:25 |
| Last Modified: | 21 Feb 2025 02:25 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34550 |
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