Maheswari Cahyarani Widyadana, . (2025) ANTESEDEN KEPUTUSAN PEMBELIAN PRODUK PERAWATAN DIRI LOKAL PADA ERA DIGITAL. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The vast potential of the personal care product market in the digital era has intensified competition in this sector. Businesses are encouraged to give due consideration on marketing, particularly to purchasing behavior and the factors influencing it, such as brand ambassadors, electronic word of mouth (E-WOM), and brand image. Using the SmartPLS 4.0 application, the entire research was carried out by processing data with the SEM-PLS (Structural Equation Modeling – Partial Least Square) method. The purpose of this research is to analyze the effects of brand ambassadors and E-WOM on purchasing decisions, both directly and indirectly through brand image, in the context of local personal care products produced by Wardah Beauty. The research findings indicate: (1) Brand ambassadors influence purchasing decisions for local personal care items produced by Wardah Beauty; (2) E-WOM influences purchasing decisions for local personal care items produced by Wardah Beauty; (3) Brand ambassadors influence purchasing decisions through the brand image of local personal care items produced by Wardah Beauty; and (4) E-WOM influences purchasing decisions through the brand image of local personal care items produced by Wardah Beauty.
| Item Type: | Thesis (Tesis) |
|---|---|
| Additional Information: | [No. Panggil: 2210121023] [Penguji II (Pembimbing): Prasetyo Hadi] [Penguji I: Maria Assumpta Wikantari] [Ketua Penguji: Miguna Astuti] |
| Uncontrolled Keywords: | Purchasing Decisions, Brand Image, Brand Ambassadors, E-WOM. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2) |
| Depositing User: | MAHESWARI CAHYARANI WIDYADANA |
| Date Deposited: | 19 Aug 2025 06:08 |
| Last Modified: | 19 Aug 2025 06:08 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38099 |
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