ANALISIS KEPERCAYAAN TERHADAP MEREK (BRAND TRUST), ELECTRONIC WORD OF MOUTH (E-WOM), DAN SOCIAL MEDIA INFLUENCER TERHADAP KEPUTUSAN EMBELIAN LIPSTIK PIXY

Vinny Herviani, . (2020) ANALISIS KEPERCAYAAN TERHADAP MEREK (BRAND TRUST), ELECTRONIC WORD OF MOUTH (E-WOM), DAN SOCIAL MEDIA INFLUENCER TERHADAP KEPUTUSAN EMBELIAN LIPSTIK PIXY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The research is a quantitative research that aims to determine the effect of brand trust, electronic word of mouth, social media influencer on purchase decisions. The population in this study is a women who uses pixy lipstick. The sample size was taken as many as 75 respondents, with a purposive sampling method. The analysis technique used is the method of PLS (Partial Least Square). The results showed that the (1) variables of brand trust no effect on purchasing decisions by obtaining a path coefficient value of 0,041. (2) variabels of electronic word of mouth significant effect on purchasing decision by obtaining a path coefficient value of 0,650. (3) variabels social media influencer significants effect on purchase decisions by obtaining a path coefficient value of 0,324.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1610111065] [Pembimbing: Prasetyo Hadi] [Penguji 1: Alfatih S Manggabarani] [Penguji 2: Bernadin Dwi]
Uncontrolled Keywords: Brand Trust, Electronic Word Of Mouth, Social Media Influencer, Purchase Decisions.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Vinny Herviani
Date Deposited: 14 Jan 2022 08:22
Last Modified: 14 Jan 2022 08:22
URI: http://repository.upnvj.ac.id/id/eprint/7684

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