PENGARUH VIRAL MARKETING DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA PRODUK SKINTIFIC

Shafira Mutiara Putri, . (2024) PENGARUH VIRAL MARKETING DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA PRODUK SKINTIFIC. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

	Text Abstrak.pdf Download (233kB)
	Text Awal.pdf Download (1MB)
	Text BAB I.pdf Restricted to Repository UPNVJ Only Download (533kB)
	Text BAB II.pdf Restricted to Repository UPNVJ Only Download (386kB)
	Text BAB III.pdf Restricted to Repository UPNVJ Only Download (459kB)
	Text BAB IV.pdf Restricted to Repository UPNVJ Only Download (524kB)
	Text BAB V.pdf Download (237kB)
	Text Daftar Pustaka.pdf Download (269kB)
	Text Riwayat Hidup.pdf Restricted to Repository UPNVJ Only Download (201kB)
	Text Lampiran.pdf Restricted to Repository UPNVJ Only Download (945kB)
	Text Hasil Plagiarisme.pdf Restricted to Repository staff only Download (14MB)
	Text ARTIKEL KI.pdf Restricted to Repository staff only Download (417kB)

Abstract

This research aims to understand, analyze and test the influence of viral marketing and brand image on intention to purchase Skintific products. This study uses a quantitative approach involving 200 respondents who live or have activities in the DKI Jakarta area and are interested in buying Skintific products. Data collection was carried out through distributing a Google Form-based questionnaire, which was designed using a Likert scale. The sampling technique applied was purposive sampling within a nonprobability sampling framework. Data analysis used the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method which was processed using SmartPLS 4.0 software. Research findings show that: (1) viral marketing has a significant influence on purchase intention, and (2) brand image also has a significant influence on purchase intention.

Item Type:	Thesis (Tesis)
Additional Information:	[No. Panggil : 2110111089] [Pembimbing: A Bernadin Dwi] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Diana Triwardhani]
Uncontrolled Keywords:	viral marketing, brand image, purchase intention
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	SHAFIRA MUTIARA PUTRI
Date Deposited:	12 Feb 2025 05:08
Last Modified:	12 Feb 2025 05:08
URI:	http://repository.upnvj.ac.id/id/eprint/34586

Actions (login required)

View Item