Carbella, Gita (2023) PENGARUH E-WOM, PERCEIVED QUALITY, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PADA PRODUK SKINTIFIC DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) GITA CARBELLA (115200131) (B) THE EFFECT OF E-WOM, PERCEIVED QUALITY, AND BRAND AWARENESS ON PURCHASE INTENTION OF SKINTIFIC PRODUCT IN JAKARTA (C) XVI + 86 pages, 29 tables, 3 pictures, 18 attachments (D) MARKETING MANAGEMENT (E) Abstract:The purpose of this study was to examine the effect of E-WOM, perceived quality, and brand awareness on purchase intention. The population of this research is prospective customers who are familiar Skintific products who are domiciled in Jakarta. The number of samples was 200 respondents used according to the criteria. The technique of selecting the sample used in this study is purposive sampling. The data collection technique used a questionnaire via google form. Processing of research data using SmartPLS. The results of this study are that e-wom has a positive and significant influence on the purchase intention of prospective Skintific customers in Jakarta, perceived quality has a positive and significant influence on the purchase intention of prospective Skintific customers in Jakarta, brand awareness has a positive and significant influence on the purchase intention of prospective Skintific customers in Jakarta. (F) Keywords: E-WOM, Perceived Quality, Brand Awareness, Purchase Intention. (G) References 54 (1991-2023) (H) Carunia Mulya Firdausy Ir., M. ADE., Ph.D., Prof ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) GITA CARBELLA (115200131) (B) PENGARUH E-WOM, PERCEIVED QUALITY, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC DI JAKARTA (C) XVI + 86 halaman, tabel 29, gambar 3, lampiran 18 (D) MANAJEMEN PEMASARAN (E) Abstrak: Tujuan dari penelitian ini adalah untuk menguji pengaruh e-wom, perceived quality, dan brand awareness terhadap purchase intention. Populasi dari penelitian ini adalah calon pelanggan yang mengenal atau mengetahui produk Skintific yang berdomisili di Jakarta. Jumlah sampel sebanyak 200 responden yang dapat digunakan sesuai kriteria. Teknik dari pemilihan sampel yang digunakan pada penelitian ini adalah purposive sampling. Teknik pengambilan data menggunakan kuesioner melalui google form. Pengolahan data ini menggunakan SmartPLS. Hasil dari penelitian ini adalah e-wom memiliki pengaruh positif dan signifikan terhadap purchase intention calon pelanggan Skintific di Jakarta, perceived quality memiliki pengaruh positif dan signifikan terhadap purchase intention calon pelanggan Skintific di Jakarta, brand awareness memiliki pengaruh positif dan signifikan terhadap purchase intention calon pelanggan Skintific di Jakarta.\ (F) Kata kunci: E-WOM, Perceived Quality, Brand Awareness, Purchase Intention (G) DAFTAR PUSTAKA 54 (1991-2023) (H) Carunia Mulya Firdausy Ir., M. ADE., Ph.D., Prof.
| 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: | 19 Aug 2024 02:32 |
| Last Modified: | 19 Aug 2024 02:32 |
| URI: | http://repository.untar.ac.id/id/eprint/43919 |
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