PENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PADA WARDAH

Amirohda Badiah Prima, . (2024) PENGARUH ELECTRONIC WORD OF MOUTH DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION PADA WARDAH. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

	Text ABSTRAK.pdf Download (423kB)
	Text AWAL.pdf Download (815kB)
	Text BAB 1.pdf Restricted to Repository UPNVJ Only Download (4MB)
	Text BAB 2.pdf Restricted to Repository UPNVJ Only Download (604kB)
	Text BAB 3.pdf Restricted to Repository UPNVJ Only Download (815kB)
	Text BAB 4.pdf Restricted to Repository UPNVJ Only Download (735kB)
	Text BAB 5.pdf Download (413kB)
	Text DAFTAR PUSTAKA.pdf Download (475kB)
	Text RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (261kB)
	Text LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (5MB)
	Text HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (12MB)
	Text ARTIKEL KI.pdf Restricted to Repository staff only Download (4MB)

Abstract

The development of the cosmetics market in Indonesia is predicted to continue growing over the next few years. As the market leader, Wardah, the original Indonesian halal cosmetics brand, has the potential to continue to strive so that its position remains unchanged from its original state. However, public interest in Wardah has decreased. In addition, there was a decline in Wardah's electronic word of mouth. Furthermore, it turns out that recommendations from celebrity endorsements make people familiar with Wardah. This research uses a quantitative study that aims to determine, prove, and analyze whether there is an effect of electronic word of mouth and celebrity endorsement on purchase intention at Wardah. Sampling using stratified random sampling with the number of sample participants in this study were 100 people in the Jakarta area who knew about the Wardah. Hypothesis testing in this study uses PLS-SEM using SmartPLS 4 analysis. The results of these tests indicate that (1) electronic word of mouth has influence on purchase intention and (2) celebrity endorsement has influence on purchase intention.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2110111077] [Pembimbing: Miguna Astuti] [Penguji 1: Diana Triwardhani] [Penguji 2: Pusporini]
Uncontrolled Keywords:	celebrity endorsement, electronic word of mouth, and purchase intention.
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	AMIROHDA BADIAH PRIMA
Date Deposited:	13 Feb 2025 07:23
Last Modified:	13 Feb 2025 07:23
URI:	http://repository.upnvj.ac.id/id/eprint/34668

Actions (login required)

View Item