Image of Pengaruh Persepsi Harga Dan Digital Marketing Terhadap Minat Beli Produk Kosmetik Hanasui Melalui Electronic-Word Of Mouth Sebagai Variabel Intervening

SKRIPSI MBS

Pengaruh Persepsi Harga Dan Digital Marketing Terhadap Minat Beli Produk Kosmetik Hanasui Melalui Electronic-Word Of Mouth Sebagai Variabel Intervening

ABSTRACT

The aim of this research is to analyze the influence of price perceptions
and digital marketing on intention in purchasing Hanasui cosmetic products
through electronic word of mouth as an intervening variable. The research
method used in this research is a quantitative method. The population in this
research were women aged 15 to 34 years who lived in Soloraya.
The sampling technique used in this research was purposive sampling, so
that 103 respondents were obtained based on predetermined conditions and
considerations. Data was collected through distributing questionnaires both
offline and online. Next, the data was processed using the structural equation
modeling (SEM) method based on Partial Least Squares (PLS) which was tested
using SmartPLS version 3.0 software.
The research results show that: (1) price perception has a positive and
significant effect on e-Wom. (2) digital marketing has a positive and significant
effect on e-Wom. (3) price perception has a positive and significant effect on
purchase intention. (4) digital marketing has no positive and insignificant effect
on purchase intention. (5) e-Wom has a positive and significant effect on
purchase intention. (6) e-Wom does not mediate the influence of price
perception on purchase intention. (7) e-Wom is able to mediate the influence of
digital marketing on purchase intention.

Keywords: price perception, digital marketing, electronic word of mouth (e-
Wom), purchase intention

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 SIT p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 134 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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