Pengaruh social media marketing ,attitude,brand awarness,brand loyalty,electronic word of mouth terhadap purchase intention
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Asep Hermawan
Subyek : Branding (Marketing)
Kata Kunci : social media marketing; attitude; brand awareness; brand loyalty; electronic word of mouth; purchase
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2024_SK_SMJ_022002001130_Halaman-Judul.pdf | ||
| 2. | 2024_SK_SMJ_022002001130_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2024_SK_SMJ_022002001130_Surat-Hasil-Similaritas.pdf | 5 | |
| 4. | 2024_SK_SMJ_022002001130_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001130_Lembar-Pengesahan.pdf | ||
| 6. | 2024_SK_SMJ_022002001130_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001130_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001130_Bab-1.pdf | ||
| 9. | 2024_SK_SMJ_022002001130_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002001130_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002001130_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002001130_Bab-5.pdf | 4 | |
| 13. | 2024_SK_SMJ_022002001130_Daftar-Pustaka.pdf | ||
| 14. | 2024_SK_SMJ_022002001130_Lampiran.pdf |
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P enelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing, Attitude, Brand Awareness, Brand Loyalty, Electronic Word of Mouth, dan Purchase Intention terhadap Antecedents Purchase Intention. Penelitian ini memperoleh data dengan cara menyebarkan kuesioner secara online kepada individu yang adalah pengguna media sosial aktif dan pernah melihat postingan-postingan dalam media sosial mengenai produk kosmetik lokal. Penelitian ini menggunakan metode non probability sampling, dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini sebanyak 220 responden. Metode analisis data yang digunakan adalah analisis regresi linear berganda dengan menggunakan software SPSS 21. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif dari Social Media Marketing, Brand Awareness, Brand Loyalty, Electronic Word of Mouth, dan Purchase Intention terhadap Antecedents Purchase Intention. Sedangkan attitude dinyatakan tidak memiliki pengaruh terhadap Antecedents Purchase Intention.
T he study aims to analyze the effect of Social Media Marketing, Attitude, Brand Awareness, Brand Loyalty, Electronic Word of Mouth, and Purchase Intention on Antecedents Purchase Intention. This research obtained data by distributing questionnaires online to individuals who were active social media users and had seen posts on social media regarding green cosmetic products. This research uses a non-probability sampling method, with a purposive sampling technique. The sample used in this research was 220 respondents. The data analysis method used is multiple linear regression analysis using SPSS 21 software. The results of this research show that there is a positive influence of Social Media Marketing, Brand Awareness, Brand Loyalty, Electronic Word of Mouth, and Purchase Intention on Antecedents Purchase Intention. Meanwhile, Attitude is stated to have no influence on Green Purchase Intention.
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