DETAIL KOLEKSI

Pengaruh mediasi e-wom dalam hubungan antara digital marketing activities dan customer intention to buy.


Oleh : Devina Winanda

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Arnolt Kristian Pakpahan

Pembimbing 2 : Dwi Hartini Rahayu

Kata Kunci : Digital Marketing Activities, Content Marketing, Electronic Promotion, Electronic Word of Mouth

Saat ini file hanya dapat diakses dari perpustakaan.

Status : Lengkap

P Penelitian ini bertujuan untuk menguji pengaruh Digital Marketing Activities terhadap Customer’s Intention to Buy yang dimediasi oleh Electronic Word of Mouth (E-WOM) konsumen yang menggunakan produk skincare. Melakukan penyebaran kuisioner kepada 202 Responden sebagai sample. Dalam penelitian ini teknik pengambilan data yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Content Marketing tidak berpengaruh positif terhadap Electronic Word of Mouth, (2) Electronic Promotion tidak berpengaruh positif terhadap Electronic Word of Mouth, (3) Electronic Word of Mouth berpengaruh positif terhadap Customer’s Intention to Buy. (4) Content Marketing tidak berpengaruh positif terhadap Customer’s Intention to Buy yang dimediasi oleh Electronic Word of Mouth, dan (5) Electronic Promotion tidak berpengaruh positif terhadap Customer’s Intention to Buy yang dimediasi oleh Electronic Word of Mouth.

T This study aims to examine and analyze the effect of Digital Marketing Activities on Customer\\\'s Intention to Buy which is mediated by Electronic Word of Mouth (E-WOM) of consumers who use skincare products. Distributing questionnaires to 202 respondents as a sample. In this study, the data collection technique used was purposive sampling. The data was analyzed using the Structural Equation Model (SEM) method. The results of this study are: (1) Content Marketing has no positive effect on Electronic Word of Mouth, (2) Electronic Promotion has no positive effect on Electronic Word of Mouth, (3) Electronic Word of Mouth has a positive effect on Customer\\\'s Intention to Buy. (4) Content Marketing has no positive effect on Customer\\\'s Intention to Buy which is mediated by Electronic Word of Mouth, and (5) Electronic Promotion has no positive effect on Customer\\\'s Intention to Buy which is mediated by Electronic Word of Mouth.

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