Chairunisa Amta Nafira, . (2024) ANALISIS MINAT BELI PRODUK SOMETHINC PADA GENERASI Z DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research falls into the category of quantitative research which aims to test and analyze the positive and significant influence of social media marketing, brand image, and e-WOM on the purchase intention of Somethinc products. The sample of this study consisted of 141 respondents, who are generation Z TikTok users in DKI Jakarta. The sampling technique used was purposive sampling with nonprobability sampling method. The data used in this study are primary data obtained through questionnaires distributed using Google Form. The data analysis techniques used include descriptive and inferential analysis, and data processing is carried out using SmartPLS 4.1.0.9 software. The results of this study indicate that: (1) social media marketing has a positive and significant effect on purchase intention of 0.664; (2) brand image has a positive and significant effect on purchase intention of 0.258; and (3) e-WOM has a negative and insignificant effect on purchase intention of -0.014. The contribution of social media marketing variables, brand image, and e-WOM to purchase intention with an Adjusted R-Square value of 78.4%, while the remaining 21.6% is influenced by other factors not examined in this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111175] [Pembimbing: Alfatih Sikki Manggabarani] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Nobelson] |
| Uncontrolled Keywords: | Social Media Marketing, Brand Image, Electronic Word of Mouth, Purchase Intention, Somethinc |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | CHAIRUNISA AMTA NAFIRA |
| Date Deposited: | 24 Feb 2025 09:46 |
| Last Modified: | 24 Feb 2025 09:46 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34773 |
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