PENGARUH USER-GENERATED CONTENT (UGC), E-WOM, DAN CITRA MEREK PADA TIKTOK TERHADAP MINAT BELI COOKIE BOMB FUDGYBRO

Aulia Zahra, . (2024) PENGARUH USER-GENERATED CONTENT (UGC), E-WOM, DAN CITRA MEREK PADA TIKTOK TERHADAP MINAT BELI COOKIE BOMB FUDGYBRO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research focuses on analyzing and proving several variables that can influence the purchase intention of Fudgybro's Cookie Bomb products. These variables include user-generated content (UGC), e-WOM, and brand image applied through TikTok social media. The research uses a quantitative approach with 100 respondents of TikTok active users who have known the Cookie Bomb Fudgybro product in Jakarta as its sample. The research data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique through SmartPLS 4.0 software. The technique was used to test the relationship between the variables used in the research model. The results showed that (1) UGC has a positive and significant effect on purchase intention of Cookie Bomb Fudgybro, (2) e-WOM has a positive and significant effect on purchase intention of Cookie Bomb Fudgybro, and (3) brand image has a positive and significant effect on purchase intention of Cookie Bomb Fudgybro. Keywords: brand image, electronic word-of-mouth, purchase intention, user-generated content.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111203] [Pembimbing: Suharyati] [Penguji 1: Prasetyo Hadi] [Penguji 2: Lina Aryani]
Uncontrolled Keywords: Brand Image, Electronic Word-of-Mouth, Purchase Intention, User-Generated Content.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: AULIA ZAHRA
Date Deposited: 21 Feb 2025 03:29
Last Modified: 21 Feb 2025 03:29
URI: http://repository.upnvj.ac.id/id/eprint/34780

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