PENGARUH STRATEGI DIGITAL MARKETING DAN BRAND IMAGE TERHADAP MINAT BELI PRODUK EMINA

Astrid Selma Dharmawan, . (2024) PENGARUH STRATEGI DIGITAL MARKETING DAN BRAND IMAGE TERHADAP MINAT BELI PRODUK EMINA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This quantitative research aims to explore, validate, and analyze the impact of Social Media Marketing, Influencer Marketing, e-WOM, and Brand Image on purchase intention for Emina products. The study involved 100 female respondents aged over 17 years who are active in South Jakarta. The sampling method applied was non-probability sampling with a purposive sampling technique. The primary data were collected through an online questionnaire distributed via Google Forms. Data analysis was carried out using both descriptive and inferential methods, with data processing conducted through SmartPLS software version 4.1.0.9. The findings revealed that: (1) Social Media Marketing has a significant effect on purchase intention; (2) Influencer Marketing also significantly affects purchase intention; (3) e-WOM does not significantly influence purchase intention; and (4) Brand Image significantly impacts purchase intention.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2110111261] [Pembimbing: Nobelson] [Penguji 1: Prasetyo Hadi] [Penguji 2: Pusporini]
Uncontrolled Keywords:	Brand Image, Electronic Word of Mouth, Influencer Marketing, Purchase Intenton, Social Media Marketing
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 H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	ASTRID SELMA DHARMAWAN
Date Deposited:	11 Feb 2025 07:14
Last Modified:	11 Feb 2025 07:14
URI:	http://repository.upnvj.ac.id/id/eprint/34689

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