Permatasari, Ivo Nila (2019) Pengaruh Electronic Word of Mouth Melalui Peran Beauty Vlogger terhadap Minat Beli serta Dampaknya pada Keputusan Pembelian (Survei pada Mahasiswi Program S1 Universitas Brawijaya di Kota Malang yang Melakukan Pembelian Produk Make Over). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan: (1) pengaruh Electronic Word of Mouth terhadap Minat Beli, (2) pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian, dan (3) pengaruh Minat Beli terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah Electronic Word of Mouth, Minat Beli, dan Keputusan Pembelian. Sampel yang digunakan dalam penelitian ini sebanyak 115 responden yang diambil menggunakan kuisioner online merupakan mahasiswi Universitas Brawijaya pengguna produk Make Over yang pernah melihat review beauty vlogger serta membeli produk tersebut. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa variabel Electronic Word of Mouth berpengaruh signifikan terhadap variabel Minat Beli, variabel Electronic Word of Mouth berpengaruh signifikan terhadap Keputusan Pembelian, dan variabel Minat Beli berpengaruh signifikan terhadap Keputusan Pembelian. Berdasarkan hasil penelitian disarankan kepada perusahaan untuk meningkatkan kerjasama dengan beauty vlogger dalam mempromosikan produk.
English Abstract
This research aimed to identify and explain: (1) the effect of Electronic Word of Mouth on Purchase Intention; (2) the effect of Electronic Word of Mouth on Purchasing Decision; and (3) the effect of Purchase Intention on Purchasing Decision. This research used explanatory research with quantitative approach. Variables which are used in this research are Electronic Word of Mouth, Purchase Intention, and Purchasing Decision. The sample of this research are 115 respondents taken using online questionnaire were students of Brawijaya University user of Make Over product who have seen beauty vlogger review and buy the product. Descriptive analysis and path analysis are used as data analysis techniques. The result of this research shows that Electronic Word of Mouth has significant effect on Purchase Intention, Electronic Word of Mouth has significant effect on Purchasing Decision, and Purchase Intention has significant effect on Purchasing Decision. Based on the result of the study it is suggested to companies to increase cooperation with beauty vlogger in promoting products.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/637/051909503 |
| Uncontrolled Keywords: | Electronic Word of Mouth, Minat Beli , Keputusan Pembelian-: Electronic Word of Mouth, Purchase Intention, Purchasing Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 10 Aug 2020 06:31 |
| Last Modified: | 21 Oct 2021 03:56 |
| URI: | http://repository.ub.ac.id/id/eprint/177082 |
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