STUDI TENTANG BRAND AWARENESS PADA BODYCARE HALAL DAN DAMPAKNYA TERHADAP PURCHASE INTENTION DI SOCIAL COMMERCE

ANASTASIA ANGGI FERNANDA, . (2025) STUDI TENTANG BRAND AWARENESS PADA BODYCARE HALAL DAN DAMPAKNYA TERHADAP PURCHASE INTENTION DI SOCIAL COMMERCE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari brand awareness, brand image, electronic word of mouth (e-WOM), dan brand trust terhadap purchase intention pada bodycare halal di social commerce Tiktok. Metode yang digunakan dalam penelitian ini adalah kuantitatif melalui kuesioner dengan skala likert enam poin. Penelitian ini menggunakan perangkat lunak AMOS dan SPSS dengan SEM (Structural Equation Model) dalam mengolah data dengan 250 sampel responden. Karakteristik sampel untuk penelitian ini adalah masyarakat yang berdomisili di wilayah Jakarta, memiliki minat beli pada produk bodycare halal dan berusia diatas atau sama dengan 17 tahun. Hasil penelitian menunjukan bahwa brand awareness berpengaruh positif dan signifikan terhadap brand image pada produk bodycare halal di social commerce TikTok, brand awareness berpengaruh positif dan signifikan terhadap e-WOM pada produk bodycare halal di social commerce TikTok, brand awareness berpengaruh positif dan signifikan terhadap brand trust pada produk bodycare halal di social commerce TikTok, brand image berpengaruh positif dan signifikan terhadap purchase intention pada produk bodycare halal di social commerce TikTok, e-WOM tidak memiliki pengaruh terhadap purchase intention, dan brand trust berpengaruh positif dan signifikan terhadap purchase intention pada produk bodycare halal di social commerce TikTok.(*****)This study aims to determine the effect of brand awareness, brand image, electronic word of mouth (e-WOM), and brand trust on purchase intention on halal bodycare in social commerce TikTok. The method used in this study is quantitative through a questionnaire with a six-point Likert scale. This study uses SEM (Structural Equation Model) AMOS and SPSS in processing data with 252 respondent samples. The characteristics of the sample for this study are people who live in the Jakarta area, have an interest in buying halal bodycare products and are over or equal to 17 years old. The results of the study show that brand awareness has a positive and significant effect on brand image, brand awareness has a positive and significant effect on e-WOM, brand awareness has a positive and significant effect on brand trust, brand image has a positive and significant effect on purchase intention, e-WOM has no effect on purchase intention, and brand trust has a positive and significant effect on purchase intention.

Item Type:	Thesis (Sarjana)
Uncontrolled Keywords:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Anastasia Anggi Fernanda .
Date Deposited:	06 Aug 2025 02:01
Last Modified:	06 Aug 2025 02:01
URI:	http://repository.unj.ac.id/id/eprint/57989

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