Anteseden repurchase intention kosmetik halal

DETAIL KOLEKSI

Anteseden repurchase intention kosmetik halal

Oleh : Mila Karmila

Info Katalog

Nomor Panggil : 022001902085

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Fatik Rahayu

Subyek : Marketing -- Management;Branding (marketing)

Kata Kunci : social media marketing (SMM), brand awareness, electronic word of mouth (E-WOM), religious orientati

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022001902085_Halaman-Judul.pdf	10
2.	2024_TA_SMJ_022001902085_Lembar-Pengesahan.pdf
3.	2024_TA_SMJ_022001902085_Bab-1-Pendahuluan.pdf
4.	2024_TA_SMJ_022001902085_Bab-2-Tinjauan-Pustaka.pdf
5.	2024_TA_SMJ_022001902085_Bab-3-Metode-Penelitian.pdf
6.	2024_TA_SMJ_022001902085_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2024_TA_SMJ_022001902085_Bab-5-Kesimpulan.pdf
8.	2024_TA_SMJ_022001902085_Daftar-Pustaka.pdf
9.	2024_TA_SMJ_022001902085_Lampiran.pdf

Abstrak
Abstract

T Tujuan dari penelitian ini adalah untuk menguji efek positif dari Social Media Marketing (SMM), Brand Awareness, electronic word of mouth (E-WOM), Religious Orientention, Actual Purchase Behavior dan Repurchase Intention. Konsumen individu yang menggunakan kosmetik halal dari merek Wardah, Safi dan Sariayu digunakan sebagai unit analisis. Data yang digunakan adalah cross-sectional, Data diperoleh melalui penyebaran kuesioner menggunakan Google Form. Peneliti menggunakan metode non-probability sampling, yaitu metode penarikan sampel yang bersifat subjektif, untuk mengambil data. Peneliti menggunakan teknik purposive sampling, yaitu teknik penarikan sampel yang berdasarkan kriteria tertentu, Penelitian ini memiliki 24 indikator, jumlah sampel yang digunakan adalah (10 x 24 indikator) = 240 responden. Metode analisis dalam penelitian ini menggunakan Confirmatory Factor Analysis (CFA) dengan melihat factor loading pada Structural Equation Model (SEM) dan menggunakan sofware AMOS. Kesimpulan yang dapat diambil dalam penelitian ini yaitu hasilnya menunjukan bahwa terdapat pengaruh positif Elevtronic Word of Mouth, Pemasaran Media Sosial (Social Media Marketing), Kesadaran Merek (Brand Awareness) terhadap Perilaku Pembelian Aktual dan terdapat pengaruh positif elevtronic word of mouth dan pemasaran media sosial terhadap niat membeli kembali.

T The aim of this research is to test the positive effects of Social Media Marketing (SMM), Brand Awareness, electronic word of mouth (E-WOM), Religious Orientation, Actual Purchase Behavior and Repurchase Intention. Individual consumers who use halal cosmetics from the Wardah, Safi and Sariayu brands are used as the unit of analysis. The data used is cross-sectional. Data was obtained through distributing questionnaires using Google Form. Researchers used a non-probability sampling method, namely a subjective sampling method, to collect data. Researchers used a purposive sampling technique, namely a sampling technique based on certain criteria. This research had 24 indicators, the number of samples used was (10 x 24 indicators) = 240 respondents. The analysis method in this research uses Confirmatory Factor Analysis (CFA) by looking at factor loadings in the Structural Equation Model (SEM) and using AMOS software. The conclusion that can be drawn from this research is that the results show that there is a positive influence of Elevtronic Word of Mouth, Social Media Marketing, Brand Awareness on Actual Purchasing Behavior and there is a positive influence of Elevtronic word of mouth and social media marketing on repurchase intentions.