SKRIPSI MBS

PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM), DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK GLOW & LOVELY DI SUKOHARJO

---

ABSTRACT

This research aims to determine "The Influence of Social Media Marketing,
Electronic Word Of Mouth (E-WOM), and Brand Image on Purchase Decisions for
Glow & Lovely Products in Sukoharjo".
This research is quantitative research with data analysis techniques, namely
multiple linear regression analysis. Meanwhile, data processing uses IBM SPSS
Statistics 23 software. This research uses primary and secondary data. The sample
in this study was 96 respondents taken from users or who had used Glow & Lovely
products in the Sukoharjo district who were at least 17 years old. The sampling
technique uses a non-probability sampling technique with a purposive sampling
technique. Data collection methods use online (Google forms) and offline
(questionnaire) questionnaires.
The research results show that (1) there is a positive and significant influence
of the Social Media Marketing variable on the decision to purchase Glow & Lovely
products, (2) there is a positive and significant influence of the Electronic Word Of
Mouth (E-WOM) variable on the decision to purchase Glow & Lovely products,
and (3) there is a positive and significant influence of the Brand Image variable on
purchasing decisions for Glow & Lovely products..
Keywords: Social Media Marketing, Electronic Word Of Mouth (E-WOM), Brand
Image, and Purchase Decisions

---

Ketersediaan

Tidak ada salinan data

Informasi Detail

Judul Seri

-

No. Panggil

2X6.3 DIA p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 126 Halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

-

Pernyataan Tanggungjawab

DIAN FATIMAH

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar