Pengaruh daya tarik iklan, marketinginfluencer, serta ulasan pelanggan onlinedalam keputusan pembelian brand rucas
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Nico Lukito
Kata Kunci : Advertising Attraveness, Influencer Marketing, Online Customer Reviews, dan Puchase Desicion
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022002101172_Halaman-Judul.pdf | 12 | |
| 2. | 2025_SK_SMJ_022002101172_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022002101172_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022002101172_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022002101172_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2025_SK_SMJ_022002101172_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022002101172_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022002101172_Bab-1.pdf | 12 | |
| 9. | 2025_SK_SMJ_022002101172_Bab-2.pdf |
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| 10. | 2025_SK_SMJ_022002101172_Bab-3.pdf |
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| 11. | 2025_SK_SMJ_022002101172_Bab-4.pdf |
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| 12. | 2025_SK_SMJ_022002101172_Bab-5.pdf | 3 | |
| 13. | 2025_SK_SMJ_022002101172_Daftar-Pustaka.pdf | 5 | |
| 14. | 2025_SK_SMJ_022002101172_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis faktor-faktor yang pengaruh variabeladvertising attractiveness, influencer marketing, dan online customer reviewsterhadap purchase decision pada brand rucas. platform ini mendorong setiapperusahaan untuk mengoptimalkan digitalisasi sebagai bagian dari strategipemasarannya. metode penelitian yang digunakan dalam penelitian ini adalahmetode kuantitatif dengan pendekatan survei. data dikumpulkan melalui kuesioneryang disebarkan kepada pelanggan brand fashion rucas yang menjadi objekpenelitian. analisis data dilakukan menggunakan teknik structural equationmodelling (sem).hasil penelitian menunjukkan bahwa advertising attraveness, influencermarketing, dan online customer reviews memiliki pengaruh positif terhadappurchase decision
T This study aims to analyze the factors that influence the variables advertisingattractiveness, influencer marketing, and online customer reviews on purchasedecision on the rucas brand. this platform encourages every company to optimizedigitalization as part of its marketing strategy. the research method used in thisstudy is a quantitative method with a survey approach. data were collected throughquestionnaires distributed to customers of the rucas fashion brand which was theobject of the study. data analysis was carried out using the structural equationmodeling (sem) technique.the results of the study showed that advertising attraveness, influencer marketing,and online customer reviews have a positive influence on purchase decision
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