ALFIAH, SILVI (2024) PENGARUH SOCIAL MEDIA MARKETING DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE DECISION YANG DIMODERASI OLEH ELECTRONIC WORD OF MOUTH. Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
SILVI ALFIAH _7776220022_FULL TEXT.pdf Restricted to Registered users only Download (2MB) |
|
Text
SILVI ALFIAH _7776220022_01.pdf Restricted to Registered users only Download (1MB) |
|
Text
SILVI ALFIAH _7776220022_02.pdf Restricted to Registered users only Download (200kB) |
|
Text
SILVI ALFIAH _7776220022_03.pdf Restricted to Registered users only Download (147kB) |
|
Text
SILVI ALFIAH _7776220022_04.pdf Restricted to Registered users only Download (321kB) |
|
Text
SILVI ALFIAH _7776220022_05.pdf Restricted to Registered users only Download (48kB) |
|
Text
SILVI ALFIAH _7776220022_REFF.pdf Restricted to Registered users only Download (224kB) |
|
Text
SILVI ALFIAH _7776220022_LAMP.pdf Restricted to Registered users only Download (534kB) |
Abstract
The frequency of using skincare products in society has increased in the last few decades. This new change in habits has resulted in various new skincare brands arriving, both local and imported. The number of new skincare brands such as Glafidsya, Daviena, MS Glow, and others poses a threat to senior skincare brands such as Wardah. Purchase Decision is one of the things that companies need to pay attention to in order to be able to compete. The purpose of this research is to examine and analyze the essence and role of Social Media Marketing and Celebrity Endorsement variables on Purchase Decision through Electronic Word of Mouth. The data collection method uses a questionnaire which is then analyzed using Smart PLS software. The results of direct effect research show that Social Media Marketing has a positive but not significant effect on Purchase Decision, while Celebrity Endorsement and Electronic Word of Mouth have a significant positive effect on Purchase Decision. The results of indirect effect research show that Electronic Word of Mouth significantly strengthens the relationship between Social Media Marketing and Purchase Decision, while Electronic Word of Mouth significantly weakens the relationship between Celebrity Endorsement and Purchase Decision.
| Item Type: | Thesis (Master) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Frekuensi penggunaan produk perawatan kulit di masyarakat meningkat dalam beberapa dekade terakhir. Perubahan kebiasaan baru ini menjadikan berbagai brand skincare pendatang baru berdatangan baik dari lokal maupun import. Banyaknya brand skincare pendatang baru seperti Glafidsya, Daviena, MS Glow, dan lain-lain menjadi ancaman bagi brand skincare senior seperti Wardah. Purchase Decision adalah salah satu hal yang perlu diperhatikan perusahaan agar mampu bersaing. Tujuan penelitian ini adalah untuk mengkaji dan menganalisis esensi dan peran variabel Social Media Marketing dan Celebrity Endorsement terhadap Purchase Decision melalui Electronic Word of Mouth. Metode pengumpulan data menggunakan kuesioner yang kemudian dianalisis menggunakan software Smart PLS. Hasil penelitian direct effect menunjukkan Social Media Marketing berpengaruh positif namun tidak signifikan terhadap Purchase Decision, sedangkan Celebrity Endorsement dan Electronic Word of Mouth berpengaruh positif signifikan terhadap Purchase Decision. Kemudian hasil penelitian indirect effect menunjukkan Electronic Word of Mouth memperkuat hubungan antara Social Media Marketing terhadap Purchase Decision secara signifikan, sedangkan Electronic Word of Mouth memperlemah hubungan antara Celebrity Endorsement terhadap Purchase Decision secara signifikan. | |||||||||
| Uncontrolled Keywords: | Social Media Marketing, Celebrity Endorsement, Electronic Word of Mouth, Purchase Decision Social Media Marketing, Celebrity Endorsement, Electronic Word of Mouth, Purchase Decision | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory | |||||||||
| Divisions: | 08-Pascasarjana > 61101-Magister Manajemen 05-Fakultas Ekonomi dan Bisnis |
|||||||||
| Depositing User: | Silvi Alfiah | |||||||||
| Date Deposited: | 28 Oct 2024 13:38 | |||||||||
| Last Modified: | 28 Oct 2024 13:38 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/43333 |
Actions (login required)
 |
View Item |