Saraliandra, Junita (2023) PENGARUH ONLINE CONSUMER REVIEW, SOCIAL MEDIA MARKETING, DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION BRAND SKINCARE LOKAL MS GLOW DI WILAYAH JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A). JUNITA SARALIANDRA (115200395) (B). THE INFLUENCE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA MARKETING, AND CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF LOCAL SKINCARE BRAND MS GLOW IN WEST JAKARTA AREA (C). XVIII + 110 Pages, 25 Table, 7 Pictures, 8 Attachment (D). MARKETING MANAGEMENT (E). Abstract: The study aims to examine the influence of online consumer review, social media marketing, and celebrity endorsement on purchase intention of local skincare brand Ms Glow in West Jakarta area. In this study, the sample consists of 250 respondents who had never purchased or used Ms Glow skincare products. A non-probability sampling method using purposive sampling technique was employed by distributing online questionnaires via Google Form, which were then processed using PLS-SEM. The results showed that online consumer review, social media marketing, and celebrity endorsement had a positive and significant effect on purchase intention of local skincare brand Ms Glow in West Jakarta area. (F). Keyword: Online Consumer Review, Social Media Marketing, Celebrity Endorsement, Purchase Intention (G). References 49 (1975-2023) (H). Arifin Djakasaputra S.E., S.KOM., M.Si. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A). JUNITA SARALIANDRA (115200395) (B). PENGARUH ONLINE CONSUMER REVIEW, SOCIAL MEDIA MARKETING, DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION BRAND SKINCARE LOKAL MS GLOW DI WILAYAH JAKARTA BARAT (C). XVIII + 110 Halaman, 25 Tabel, 7 Gambar, 8 Lampiran (D). MANAJEMEN PEMASARAN (E). Abstrak: Penelitian ini bertujuan untuk menguji pengaruh online consumer review, social media marketing, dan celebrity endorsement terhadap purchase intention brand skincare lokal Ms Glow di wilayah Jakarta Barat. Dalam penelitian ini, sampel terdiri dari 250 responden yang belum pernah membeli atau menggunakan skincare Ms Glow. Metode non-probability sampling dengan teknik purposive sampling digunakan dengan cara menyebarkan kuesioner secara online melalui Google Form yang kemudian diolah menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa online consumer review, social media marketing, dan celebrity endorsement berpengaruh secara positif dan signifikan terhadap purchase intention brand skincare lokal Ms Glow di wilayah Jakarta Barat. (F). Kata Kunci: Review Konsumen Online, Pemasaran Media Sosial, Dukungan Selebriti, Niat Beli (G). Daftar Acuan 49 (1975-2023) (H). Arifin Djakasaputra S.E., S.KOM., M.Si.
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 28 Aug 2024 04:12 |
| Last Modified: | 28 Aug 2024 04:12 |
| URI: | http://repository.untar.ac.id/id/eprint/43997 |
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