NURFAJRI, SALSA (2023) PERAN BRAND IMAGE MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to examine the role of brand image in mediating the determining factors of purchasing interest among users of "somethinc" cosmetic products. The research method used is quantitative with a descriptive approach. This research collects data based on questionnaires, literature studies and observations. The population in this study were members of the beauty community with a sample of 102 respondents using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 3.0 analysis tool. The results of this research show that: (1) Social Media Marketing does not have a significant effect on Purchase Intention. (2) Electronic Word of Mouth has a positive and significant effect on Purchase Intention. (3) Social Media Marketing has a positive and significant effect on Brand Image. (4) Electronic Word of Mouth has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchase Intention. (6) Brand Image is able to mediate the influence of Social Media Marketing on Purchase Intention. (7) Brand Image is able to mediate the influence of Electronic Word of Mouth on Purchase Intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk untuk menguji peran citra merek dalam memediasi faktor penentu minat beli pada pengguna produk kosmetik “somethinc”. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah anggota komunitas kecantikan dengan sampel sebanyak 102 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 3.0 Hasil penelitian menunjukkan bahwa: (1) Social Media Marketing tidak berpengaruh signifikan terhadap Purchase Intention. (2) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Purchase Intention. (3) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Image. (4) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Brand Image. (5) Brand Image berpengaruh positif dan signifikan terhadap Purchase Intention. (6) Brand Image mampu memediasi pengaruh Social Media Marketing terhadap Purchase Intention. (7) Brand Image mampu memediasi pengaruh Electronic Word of Mouth terhadap Purchase Intention. | |||||||||
| Uncontrolled Keywords: | Social Media Marketing, Electronic Word of Mouth, Brand Image and Purchase Intention. Social Media Marketing, Electronic Word of Mouth, Brand Image dan Purchase Intention | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Salsa Nurfajri | |||||||||
| Date Deposited: | 19 Jan 2024 11:51 | |||||||||
| Last Modified: | 22 Jan 2024 10:14 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/32380 |
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