FIRGANTINI, ASTRI (2025) PENGARUH SHORT VIDEO MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGESEBAGAI VARIABEL INTERVENING (Studi Pada Brand The Body Shop Produk Body Mist Pada Mahasiswa - Mahasiswi Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to examine the effect of Short Video Marketing and Electronic Word of Mouth on Purchase Intention with Brand Image as an intervening variable on body mist perfume products from The Body Shop. The research method used is quantitative with a descriptive approach. This study collects data based on questionnaires, literature studies, and observations. The population in this study were students from Sultan Ageng Tirtayasa University with a sample of 102 respondents using purposive sampling. The data analysis method used in this study is Structural Equation Modeling (SEM) with the SmartPLS 4.1.1 analysis tool. The results of this study indicate that: (1) Short Video Marketing has a positive and significant effect on Purchase Intention. (2) Electronic Word of Mouth has a positive and significant effect on Purchase Intention. (3) Short Video 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 can mediate the effect of Short Video Marketing on Purchase Intention. (7) Brand Image can mediate the effect of Electronic Word of Mouth on Purchase Intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji pengaruh Short Video Marketing dan Electronic Word of Mouth terhadap Purchase Intention dengan Brand Image sebagai variabel intervening pada produk parfum body mist dari The Body Shop. Metode penelitian yang digunakan ialah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data dengan berdasarkan kuesioner, studi kepustakaan, dan obsesrvasi. Populasi pada penelitian ini ialah mahasiswa/I dari Universitas Sultan Ageng Tirtayasa dengan sampel 102 responden dengan menggunakan penarikan purposive sampling. Metode analisis data yang digunakan dalam penelitian ini ialah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.1.1. Hasil penelitian ini menunjukan bahwa: (1) Short Video Marketing berpengaruh positif dan signifikan terhadap Purchase Intention. (2) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Purchase Intention. (3) Short Video 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 dapat memediasi pengaruh Short Video Marketing terhadap Purchase Intention. (7) Brand Image dapat memediasi pengaruh Electronic Word of Mouth terhadap Purchase Intention. | |||||||||
| Uncontrolled Keywords: | Short Video Marketing, Electronic Word of Mouth, Brand Image,dan Purchase Intention Short Video Marketing, Electronic Word of Mouth, Brand Image,dan Purchase Intention | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mrs Astri Firgantini | |||||||||
| Date Deposited: | 06 Aug 2025 07:36 | |||||||||
| Last Modified: | 06 Aug 2025 07:36 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51507 |
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