PENGARUH PERCEIVED QUALITY, EWOM, DAN BRAND TRUST TERHADAP MINAT BELI SUNSCREEN DI WILAYAH JAKARTA TIMUR

Agnes Veronika Rointan, . (2024) PENGARUH PERCEIVED QUALITY, EWOM, DAN BRAND TRUST TERHADAP MINAT BELI SUNSCREEN DI WILAYAH JAKARTA TIMUR. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Sunscreen is a beauty product (skincare) that has an important role in protecting the skin from the negative impacts of ultraviolet rays. The high risk posed makes people increasingly aware of the importance of using sunscreen. This can be seen from people's interest in looking for beauty products that contain Sun Protection Factor (SPF). However, the existence of sunscreen products with SPF that do not meet standards has raised concerns among consumers regarding the quality and credibility of sunscreen brands on the market. This research aims to determine, analyze and prove the influence of Perceived Quality, EWOM and Brand Trust on Interest in Buying Sunscreen products. A total of 100 respondents participated in this research with Purposive Sampling as a sampling technique. The data was analyzed using SmartPLS 4.0 software. The results of this research show that (1) Perceived Quality has a significant effect on Intention to Buy Sunscreen products, (2) EWOM has a significant effect on Intention to Buy Sunscreen products, and (3) Brand Trust has a significant effect on Intention to Buy Sunscreen products.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111219] [Pembimbing: Diana Triwardhani] [Penguji 1: Lina Aryani] [Penguji 2: Heni Nastiti]
Uncontrolled Keywords: Perceived Quality, EWOM, Brand Trust, Purchase Intention, Sunscreen
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Agnes Veronika Rointan
Date Deposited: 10 Jun 2024 06:34
Last Modified: 10 Jun 2024 06:34
URI: http://repository.upnvj.ac.id/id/eprint/27996

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