PENGARUH ELECTRONIC WORD OF MOUTH BEAUTY VLOGGER TERHADAP NIAT BELI PRODUK WARDAH (Survei Pada Mahasiswa Fakultas Ekonomi, Universitas Negeri Jakarta)
| Main Author: | KASAMIRA, KYLA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://repository.fe.unj.ac.id/8186/1/Cover.pdf http://repository.fe.unj.ac.id/8186/2/Table_Of_Contents.pdf http://repository.fe.unj.ac.id/8186/3/Chapter1.pdf http://repository.fe.unj.ac.id/8186/4/Chapter2.pdf http://repository.fe.unj.ac.id/8186/5/Chapter3.pdf http://repository.fe.unj.ac.id/8186/6/Chapter4.pdf http://repository.fe.unj.ac.id/8186/7/Bibliography.pdf http://repository.fe.unj.ac.id/8186/ |
Daftar Isi:
- Kyla Kasamira. 2019. 8223164716. The Effect of Electronic Word of Mouth on Purchase Intention of Wardah Cosmetics (Survey on Students of the Economics Faculty, Jakarta State University). DIII Marketing Management Study Program, Faculty of Economics, State University of Jakarta. This study aims to analyze the effect of electronic word of mouth on purchase intention of Wardah cosmetics. The data that used in this study was collected from the results of distributing questionnaires to 108 respondents who had watch review video on youtube about products of wardah cosmetics. The sampling technique used is the probably sampling technique with a simple random sampling method. The data analysis technique uses descriptive analysis, hypothesis testing, and simple linear regression analysis. From the results of this study it can be seen that service quality variables influence the corporate image. This is indicated by the coefficient of determination (R2) of 0.205 (20.5%), while the remaining 0.795 (79.5%) is influenced by other variables. In this study it is known that electronic word of mouth has a significant influence on purchase intention. Thus, the results of this study are very relevant and supportive towards each of variables. Keywords: Electronic Word of Mouth, Purchase Intention, Wardah Cosmetics,e-WOM