Pengaruh Social Media Marketing dan Electronic Word of Mouth dalam Mempengaruhi Keputusan Pembelian Melalui Minat Beli (Studi Pada Konsumen Daviena Skincare).

Athallah, Dzaky Nauval and Onni Meirezaldi, S.Sos., MM (2023) Pengaruh Social Media Marketing dan Electronic Word of Mouth dalam Mempengaruhi Keputusan Pembelian Melalui Minat Beli (Studi Pada Konsumen Daviena Skincare). Sarjana thesis, Universitas Brawijaya.

Abstract

Daviena Skincare adalah salah satu usaha online di industri skincare yang telah aktif sejak tahun 2018. Perusahaan ini menempatkan pemasarannya dengan kuat di platform media sosial, mengingat adanya peningkatan kesadaran akan pentingnya merawat kulit sehingga terjadi tren skincare di kalangan Masyarakat. Maka dari itu, penelitian ini bertujuan untuk menginvestigasi dan menjelaskan signifikansi pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Minat Beli, pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap terhadap Keputusan Pembelian, dan pengaruh Minat Beli terhadap Keputusan Pembelian. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Sampel sebanyak 300 orang responden berusia minimal 18 tahun, pernah melakukan pembelian produk, dan pernah melihat konten Daviena Skincare di platform media sosial. Analisa data yang digunakan adalah deskriptif dan analisa inferensial yang di olah menggunakan perangkat lunak SmartPLS. Hasil penelitian ini menunjukan bahwa Social Media Marketing dan Electronic Word Of Mouth berpengaruh signifikan terhadap Minat Beli, Social Media Marketing dan Electronic Word Of Mouth berpengaruh signifikan terhadap Keputusan Pembelian, dan Minat Beli berpengaruh signifikan terhadap Keputusan Pembelian.

English Abstract

Daviena Skincare is an online skincare business established since 2018. The company strongly focuses its marketing efforts on social media platforms, recognizing the growing awareness of skincare in society, leading to a skincare trend. Therefore, this study aims to investigate and explain the significance of the influence of Social Media Marketing and Electronic Word of Mouth on Purchase Interest, the influence of Social Media Marketing and Electronic Word of Mouth on Purchase Decision, and the influence of Purchase Interest on Purchase Decision. This research employs an explanatory approach with a quantitative method. The sample consists of 300 respondents aged at least 18 years, who have made product purchases and have seen Daviena Skincare content on social media platforms. The data analysis utilizes descriptive and inferential analyses processed using SmartPLS software. The results of this research indicate that Social Media Marketing and Electronic Word Of Mouth have a significant influence on Purchase Interest. Furthermore, both Social Media Marketing and Electronic Word Of Mouth significantly affect Purchase Decisions, and Purchase Interest significantly impacts Purchase Decisions.

Item Type:	Thesis (Sarjana)
Identification Number:	0523030531
Uncontrolled Keywords:	Social Media Marketing, Electronic Word Of Mouth, Minat Beli, Keputusan Pembelian
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	11 Jan 2024 04:27
Last Modified:	11 Jan 2024 04:27
URI:	http://repository.ub.ac.id/id/eprint/207515

Text (DALAM MASA MEMBARGO) Dzaky Nauval Athallah.pdf Restricted to Registered users only until 31 December 2025. Download (2MB)

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