Hannicka Asha Cammilla, . (2024) PENGARUH SOCIAL MEDIA MARKETING, BRAND AWARENESS, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SENSATIA BOTANICAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to evaluate the influence of Social Media Marketing, Brand Awareness, and Electronic Word of Mouth (E-WOM) on purchase decisions for Sensatia Botanicals products in the Jabodetabek area. The independent variables in this research are Social Media Marketing, Brand Awareness, and Electronic Word of Mouth (E-WOM), while the dependent variable is purchase decision. The study involved 100 respondents who are active social media users and have purchased or used Sensatia Botanicals products. Data were collected using a questionnaire based on a five-point Likert scale and analyzed using the Partial Least Square (PLS) method. The analysis results indicate that Social Media Marketing does not have a significant influence on purchase decisions. However, Brand Awareness and Electronic Word of Mouth (E-WOM) were found to have a significant impact. The highest indicator for the Brand Awareness variable is "Consumers can clearly recognize the Sensatia Botanicals product logo," while for the E-WOM variable, the highest indicator is "Positive reviews on social media strongly influence consumer decisions." The limitations of this study include the small sample size and limited geographic scope, suggesting that future research should involve a broader sample to strengthen the findings
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 21110111083] [Pembimbing: Pusporini] [Penguji 1: Diana Triwardhani] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Purchase Decisions, Social Media Marketing, Brand Awareness, EWOM |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HT Communities. Classes. Races Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | HANNICKA ASHA CAMMILLA |
| Date Deposited: | 11 Feb 2025 07:58 |
| Last Modified: | 11 Feb 2025 07:58 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34521 |
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