Image of PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SKINCARE SOMETHINC DI SOLO RAYA

SKRIPSI MBS

PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SKINCARE SOMETHINC DI SOLO RAYA

ABSTRACT This study aims to determine the effect of social media marketing, electronic word of mouth and brand image on consumer buying interest in skincare products Something. Due to the high enthusiasm of the public in taking care of themselves at this time, as well as the very rapid development of technology and information via the internet, this has caused competition in the skincare business to become increasingly fierce. So the company must be able to determine the right marketing strategy so that the company can survive in the face of competition. The research method used in this study is a quantitative method with explanatory research. Sampling was carried out by using non-probability sampling technique using purposive sampling technique. The number of samples used in this study is 100 respondents. Data collection was carried out using a questionnaire which was distributed online to Somethink skincare consumers in the Greater Solo area. Data analysis techniques used were descriptive statistical tests, instrument tests, classical assumptions, model accuracy tests, and multiple linear analysis with the help of SPSS version 25 for windows. The results showed that social media marketing had a positive and significant effect on consumer purchase intention, electronic word of mouth had a positive and significant effect on consumer purchase intention, and brand image had a positive and significant effect on consumer purchase intention. Keywords: Social Media Marketing, E-WOM, Brand Image, Purchase Intention

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 DEL p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 127 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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