Pengaruh celebrity brand postterhadap electronic word of mouth yang di moderasi oleh product involvementPengaruh Celebrity Brand Postterhadap Electronic Word of Mouth yang di Moderasi oleh Product Involvement

DETAIL KOLEKSI

Pengaruh celebrity brand postterhadap electronic word of mouth yang di moderasi oleh product involvementPengaruh Celebrity Brand Postterhadap Electronic Word of Mouth yang di Moderasi oleh Product Involvement

Oleh : Farrah Angelly Siregar

Info Katalog

Nomor Panggil : 022001901207

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Robert Kristaung

Subyek : Marketing--Mangement;Product management

Kata Kunci : celebrity brand post, product involvement, electronic word of mouth

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2023_TA_SMJ_022001901207_Halaman-Judul.pdf	11
2.	2023_TA_SMJ_022001901207_Lembar-Pengesahan.pdf	6
3.	2023_TA_SMJ_022001901207_Bab-1-Pendahuluan.pdf	7
4.	2023_TA_SMJ_022001901207_Bab-2-Kerangka-Teoritis.pdf	8
5.	2023_TA_SMJ_022001901207_Bab-3-Metode-Penelitian.pdf
6.	2023_TA_SMJ_022001901207_Bab-4-Hasil-dan-Pembahasan.pdf	9
7.	2023_TA_SMJ_022001901207_Bab-5-Kesimpulan.pdf	4
8.	2023_TA_SMJ_022001901207_Daftar-Pustaka.pdf	3
9.	2023_TA_SMJ_022001901207_Lampiran.pdf	10

Abstrak
Abstract

D alam era digital saat ini, penggunaan internet dan media sosial telah memberikan dampak signifikan pada cara konsumen memilih dan membeli produk kosmetik. Electronic Word Of Mouth (eWOM) atau rekomendasi produk melalui platform digital, seperti media sosial, blog, dan forum, menjadi salah satu cara pemasaran yang semakin populer dalam industri kosmetik.Rancangan penelitian yang digunakan dalam studi ini adalah pengujian hipotesis (Hypothesis Testing). Jumlah responden yang telah ditentukan adalah sebanyak 100 responden. Celebrity Brand Post berpengaruh positif terhadapElectronic Word of Mouth. terdapat pengaruh positifCelebrity Brand Post Terhadap Electronic Word of Mouth yang di Moderasi oleh Product Involvement

I n digital era, the use of the internet and social media has had a significant impact on the way consumers choose and buy cosmetic products. Electronic Word Of Mouth (eWOM) or product recommendations through digital platforms, such as social media, blogs and forums, are becoming an increasingly popular marketing method in the cosmetics industry. The research design used in this study is hypothesis testing. The number of respondents who have been determined is as many as 100 respondents. Celebrity brand post has a positive effect on Electronic Brand Post.Celebrity Brand Post has a positive effect on the Electronic Word of Mouth. there is a positive effect of Celebrity Brand Post on Electronic Word of Mouth which is Moderated by Product Involvement