PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Produk Mascara Maybelline Di Media Sosial Tiktok)

Putri Retyana, Desti (2023) PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Produk Mascara Maybelline Di Media Sosial Tiktok). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to determine the role of Brand Image (Z) in mediating the influence of electronic word of mouth (X1) and product quality (X2) on purchase decision for Maybelline mascara products on TikTok social media. The method used in this research is quantitative research with a descriptive approach. The population in this study were students at Sultan Ageng Tirtayasa University who were users or had purchased Maybelline Mascara and Tiktok social media users. The sample for this research consisted of 112 students at Sultan Ageng Tirtayasa University using the purposive sampling method. The data analysis technique used in this study is Structural Equation Modeling (SEM) using the SmartPLS 4.0 analysis tool. The result of this study show that: (1) Electronic Word of Mouth has no significant effect on Purchase Decisions. (2) Product Quality has a positive and significant effect on purchase decisios. (3) Electronic Word of Mouth has a positive and significant effect on Brand Image. (4) Product Quality has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchase Decision. (6) Electronic Word of Mouth has a positive and significant effect on Purchase Decision which is mediated by the Brand Image Variable. (7) Product Quality has a positive and significant effect on Purchase Decision which is mediated by the Brand Image Variable.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Rahmat Taufik, Edi	196412122000121001
Thesis advisor	Nurhayati, Enok	197207312006042004

Additional Information:

Penelitian ini bertujuan untuk mengetahui peran Brand Image (Z) dalam Memediasi Pengaruh Electronic Word of Mouth (X1) dan Kualitas Produk (X2) terhadap Keputusan Pembelian pada Produk Mascara Maybelline di Media Sosial Tiktok. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah mahasiswi Universitas Sultan Ageng Tirtayasa yang merupakan pengguna atau pernah melakukan pembelian Mascara Maybelline dan pengguna media sosial Tiktok. Sampel penelitian ini berjumlah 112 mahasiswi Universitas Sultan Ageng Tirtayasa dengan menggunakan metode purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0. Hasil penelitian menunjukkan bahwa: (1) Electronic Word of Mouth tidak berpengaruh terhadap Keputusan Pembelian. (2) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. (3) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Brand Image. (4) Kualitas Produk berpengaruh positif dan signifikan terhadap Brand Image. (5) Brand Image berpengaruh positif dan Signifikan terhadap Keputusan Pembelian. (6) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Keputusan Pembelian yang dimediasi oleh Variabel Brand Image. (7) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian yang dimediasi oleh Variabel Brand Image.

Uncontrolled Keywords:

Electronic Word of Mouth, Product Quality, Brand Image, Purchase Decision. Electronic Word of Mouth, Kualitas Produk, Brand Image, Keputusan Pembelian.

Subjects:

H Social Sciences > HB Economic Theory
Communication > Science Journalism

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

Mrs Desti Putri Retyana

Date Deposited:

25 Jan 2024 10:27

Last Modified:

25 Jan 2024 10:27

URI:

http://eprints.untirta.ac.id/id/eprint/32512

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