PENGARUH E-WOM, HARGA, DAN INFLUENCER MARKETING TERHADAP MINAT BELI KOSMETIK

Diah Hapany, . (2024) PENGARUH E-WOM, HARGA, DAN INFLUENCER MARKETING TERHADAP MINAT BELI KOSMETIK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is research using quantitative methods which aims to determine E-WOM, Price, and Influencer Marketing on Interest in Buying Cosmetics. The population in this study are active users of TikTokshop and have purchased Viva cosmetics products once among the Z generation who live in DKI Jakarta. The sample used in this research was 100 respondents via Google Form, using a quantitative approach with the Stratified proportionate stratified random sampling technique. The software used in this research testing is SmartPLS 4.0. The results of this study conclude that (1) E-WOM influences interest in purchasing cosmetics, (2) Price influences interest in purchasing cosmetics, and (3) Influencer marketing influences interest in purchasing cosmetics.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111110] [Pembimbing: Rosali Sembiring Colia] [Penguji 1: Miguna Astuti] [Penguji 2; Pusporini]
Uncontrolled Keywords: E-WOM, Price, Influencer marketing, Purchase Interest
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: DIAH HAPANY
Date Deposited: 25 Sep 2024 04:09
Last Modified: 25 Sep 2024 04:09
URI: http://repository.upnvj.ac.id/id/eprint/31387

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