Marlie, Virla Morelin (2023) PENGARUH VISUAL SOCIAL MEDIA MARKETING PADA CUSTOMER PURCHASE INTENTION SKINCARE SCARLETT: E-WOM SEBAGAI MEDIASI. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMIC AND BUSINESS JAKARTA (A) VIRLA MORELIN MARLIE (115200146) (B) THE EFFECT OF VISUAL SOCIAL MEDIA MARKETING ON CUSTOMER PURCHASE INTENTION SKINCARE SCARLETT: E- WOM AS A MEDIATOR (C) XVI + 70 page + 23 table + 8 picture + 18 attachment (D) MARKETING (E) Abstract: The purpose of this research is to determine the effect of visual social media marketing on customer purchase intention for Scarlett skincare, mediated by the e-WOM variable. This study employs a quantitative descriptive method, and data is collected through questionnaires distributed via Google Forms to 230 respondents using non- probability and purposive sampling techniques. The population of this research consists of consumers familiar with Scarlett skincare residing in the area JABODETABEK. The collected data is analyzed using SEM-PLS with version 4.0 software. The results of this study indicate that: a) visual social media marketing has a positive effect on customer purchase intention; b) visual social media marketing has a positive effect on e-WOM; c) e-WOM has a positive effect on customer purchase intention; d) e-WOM is able of mediating visual social media marketing on customer purchase intention. (F) References (1991-2023) (G) Hetty Karunia Tunjungsari S.E., M.Si, Dr. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) VIRLA MORELIN MARLIE (115200146) (B) PENGARUH VISUAL SOCIAL MEDIA MARKETING PADA CUSTOMER PURCHASE INTENTION SKINCARE SCARLETT: E-WOM SEBAGAI MEDIASI (C) XVI + 70 halaman + 23 tabel + 8 gambar + 18 lampiran (D) PEMASARAN (E) Abstrak: Tujuan penelitian ini untuk mengetahui bagaimana pengaruh visual social media marketing pada customer purchase intention skincare Scarlett yang dimediasi oleh variabel e-WOM. Penelitian ini menggunakan metode deskriptif kuantitatif yang perolehan datanya menggunakan kuesioner yang disebar melalui google forms sebanyak 230 responden dengan teknik non-probability sampling dan purposive sampling. Populasi dalam penelitian ini adalah konsumen yang mengetahui skincare Scarlett dan berdomisili di JABODETABEK. Data yang diperoleh dianalisis dengan SEM-PLS menggunakan software 4.0. Hasil penelitian ini menunjukkan bahwa: a) visual social media marketing berpengaruh positif pada customer purchase intention; b) visual social media marketing berpengaruh positif pada e-WOM; c) e-WOM berpengaruh positif pada customer purchase intention; d) e-WOM mampu memediasi visual social media marketing pada customer purchase intention. (F) Daftar Acuan (1991 – 2023) (G) Hetty Karunia Tunjungsari S.E., M.Si, Dr.
| 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: | 10 Sep 2024 08:00 |
| Last Modified: | 10 Sep 2024 08:00 |
| URI: | http://repository.untar.ac.id/id/eprint/44403 |
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