Arini Pramudita, . (2024) PENGARUH COUNTRY OF ORIGIN, SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research was conducted to determine the influence of country of origin (COO), social media marketing (SMM), and electronic word of mouth (EWOM) on purchasing decisions for Somethinc products. This study is quantitative, utilizing primary data obtained from respondents' answers through a questionnaire administered via Google Form and distributed through Line, WhatsApp, Instagram, and Telegram. The population consisted of individuals who had purchased Somethinc products, resided in South Jakarta, and were familiar with one of Somethinc's social media platforms. 100 respondents participated in the study, selected through non-probability sampling using the purposive sampling method. The research employed the Structural Equation Modeling (SEM) method with SmartPLS 4.0 as the testing tool. The study's findings revealed that the variables country of origin (COO) and electronic word of mouth (EWOM) have a positive and significant influence on purchasing decisions. In contrast, the variable social media marketing (SMM) do not have a positive and no significant influence on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111072] [Pembimbing: Suharyati] [Penguji 1: Bernadin Dwi M] [Penguji 2: Pusporini] |
| Uncontrolled Keywords: | Country of Origin; Social Media Marketing; E-WOM; Purchase Decision; Beauty Industry |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory 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: | Arini Pramudita |
| Date Deposited: | 29 Feb 2024 03:03 |
| Last Modified: | 29 Feb 2024 03:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28177 |
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