PENGARUH DIGITAL MARKETING, E-WOM, DAN GREEN MARKETING TERHADAP MINAT BELI PRODUK SKINCARE

Diffa Nadya Djamil, . (2024) PENGARUH DIGITAL MARKETING, E-WOM, DAN GREEN MARKETING TERHADAP MINAT BELI PRODUK SKINCARE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Skincare is a product that is used on the outside of the body, with the aim of cleaning, protecting and caring for the skin. The beauty industry, especially skincare, experiences rapid growth every year. With the high level of demand for beauty care products, problems arise regarding interest in purchasing skincare products which experience market fluctuations. This research aims to determine the influence of digital marketing, electronic word of mouth, and green marketing on interest in purchasing skincare products. This research is quantitative research using non-probability sampling techniques and purposive sampling methods with a sample of 120 respondents in the South Jakarta area. Distribution of the survey was carried out via Google form with a Likert scale and data analysis in this research used SmartPLS 4 software. The results of this research show that: (1) digital marketing has a positive and significant effect on purchase interest (2) electronic word of mouth has a positive and significant effect on buying interest (3) green marketing has a positive and significant effect on buying interest.

Item Type: Thesis (Skripsi)
Additional Information: [No Panggil]: 2110111045] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Penguji 1: Miguna Astuti] [Penguji 2: Lina Aryani]
Uncontrolled Keywords: Purchase Intention, Digital Marketing, E-WOM, Green Marketing, Skincare
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: DIFFA NADYA DJAMIL
Date Deposited: 11 Feb 2025 07:29
Last Modified: 11 Feb 2025 07:29
URI: http://repository.upnvj.ac.id/id/eprint/34740

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