PENGARUH IKLAN, ELECTRONIC WORD OF MOUTH (EWOM), DAN KESADARAN MEREK TERHADAP NIAT BELI PADA PRODUK SKINCARE

RANI WULANDARI, . (2023) PENGARUH IKLAN, ELECTRONIC WORD OF MOUTH (EWOM), DAN KESADARAN MEREK TERHADAP NIAT BELI PADA PRODUK SKINCARE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Iklan, Electronic Word of Mouth, dan Kesadaran Merek terhadap Niat Beli pada Produk Skincare. Metode yang digunakan pada penelitian adalah metode kuantitatif dengan teknik pengambilan sampel non probability sampling khususnya Purposive Sampling. Populasi terjangkau pada penelitian ini adalah pengguna internet yang pernah melihat informasi skincare merek Scarlett Whitening pada media sosial dengan jumlah 216 responden. Teknik analisis data yang digunakan adalah statistika deskriptif, uji kualitas data, uji asumsi klasik, analisis regresi linear berganda, dan uji hipotesis. Hasil penelitian ini adalah variabel iklan berpengaruh positif signifikan terhadap niat beli. Electronic word of mouth (EWOM) berpengaruh positif signifikan terhadap niat beli. Kesadaran merek berpengaruh secara positif signifikan terhadap niat beli. Kata Kunci: Iklan, EWOM, Kesadaran Merek, dan Skincare *** This research aims to determine the effect of Advertisement, Electronic Word of Mouth, and Brand Awareness on Purchase Intentions in Skincare Products. The method used in this research is a quantitative method with non-probability sampling techniques, especially purposive sampling. The reachable population in this study were internet users who had seen information on skincare for the Scarlett Whitening brand on social media with a total of 216 respondents. The data analysis technique used is descriptive statistics, data quality test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The result of this study is that the advertisement variable has a significant positive effect on purchase intention. Electronic word of mouth (EWOM) has a significant positive effect on purchase intention. Brand awareness has a significant positive effect on purchase intention. Keywords: Advertisement, EWOM, Brand Awareness and Skincare

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, SE., M.M. ; 2). Rahmi, SE., M.S.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 17769 not found.
Date Deposited:	06 Mar 2023 05:48
Last Modified:	06 Mar 2023 05:48
URI:	http://repository.unj.ac.id/id/eprint/37976

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