Analisis Pengaruh Influencer Marketing, Electronic Word Of Mouth, Dan Brand Love Terhadap Keputusan Pembelian Produk Skincare Somethinc (Studi Kasus Daerah Yogyakarta)

Saragih, Anti Aulia Nuri (2024) Analisis Pengaruh Influencer Marketing, Electronic Word Of Mouth, Dan Brand Love Terhadap Keputusan Pembelian Produk Skincare Somethinc (Studi Kasus Daerah Yogyakarta). Ringkasan Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi YKPN Yogyakarta.

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Abstract

This study aims to determine the influence of influencer marketing, electrnoic word of mouth, and brand love on purchasing decisions on Somethinc skincare products in Yogyakarta. The number of samples involved in this study was 190 respondents with purposive sampling techniques. Data collection techniques are carried out by distributing questionnaires online through Google forms. In this study, data analysis and hypothesis testing were carried out by applying the Structural Equation Model (SEM) approach. The results of this study show that influencer marketing variables have a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions, and brand love has a positive and significant effect on purchasing decisions.

Item Type: Thesis (Ringkasan Skripsi)
Additional Information: Tugas Akhir dapat dibaca di Perpustakaan dengan Call Number SAR A 8034/2024
Uncontrolled Keywords: -
Subjects: MANAJEMEN > Pemasaran dan Periklanan
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 12 Dec 2024 06:59
Last Modified: 12 Dec 2024 06:59
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/3139

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