DETERMINAN BRAND IMAGE DAN PURCHASE INTENTION PADA PRODUK GREEN SKINCARE: PERAN GREEN MARKETING, E-WOM, DAN SOCIAL MEDIA MARKETING

NILAM NADIYATUL QUDSIYAH, . (2026) DETERMINAN BRAND IMAGE DAN PURCHASE INTENTION PADA PRODUK GREEN SKINCARE: PERAN GREEN MARKETING, E-WOM, DAN SOCIAL MEDIA MARKETING. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan untuk menguji secara empiris pengaruh Green Marketing, Electronic Word of Mouth (e-WOM), dan Social Media Marketing terhadap Brand Image dan Purchase Intention pada produk Avoskin di Kota Administrasi Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada konsumen Avoskin di Kota Administrasi Jakarta. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 294 responden. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS. Hasil penelitian menunjukkan bahwa Green Marketing dan Electronic Word of Mouth (e-WOM) berpengaruh positif dan signifikan terhadap Brand Image, sedangkan Social Media Marketing berpengaruh negatif dan signifikan terhadap Brand Image. Green Marketing, Social Media Marketing, dan Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention, sedangkan e-WOM tidak berpengaruh signifikan terhadap Purchase Intention. ***** This study was conducted to empirically test the influence of Green Marketing, Electronic Word of Mouth (e-WOM), and Social Media Marketing on Brand Image and Purchase Intention for Avoskin products in the Administrative City of Jakarta. This study employed a quantitative approach using primary data collected through the distribution of questionnaires to Avoskin consumers in the Administrative City of Jakarta. The sampling technique used was purposive sampling with a total of 294 respondents. The data were analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software. The results of the study indicate that Green Marketing and Electronic Word of Mouth (e-WOM) have a positive and significant effect on Brand Image, while Social Media Marketing has a negative and significant effect on Brand Image. Green Marketing, Social Media Marketing, and Brand Image have a positive and significant effect on Purchase Intention, whereas e-WOM does not have a significant effect on Purchase Intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A., CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Nilam Nadiyatul Qudsiyah .
Date Deposited:	10 Aug 2026 03:06
Last Modified:	10 Aug 2026 03:06
URI:	http://repository.unj.ac.id/id/eprint/69422

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