Letitia, Shareen (2023) Performansi = advertising attractiveness, = price discount, = Influencer marketing terhadap = customer purchase decision di mediasi oleh = online customer reviews pada = fashion H&M di Zalora. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini mempunyai tujuan untuk mengetahui performansi dari advertising attractiveness, price discount, dan influencer marketing terhadap purchase decision pada platform Zalora, khususnya untuk produk fashion H&M. Penelitian ini juga memahami peran online customer reviews sebagai mediasi yang dapat mempengaruhi faktor-faktor pemasaran pada purchase decision. Peneliti melakukan pengolahan data dengan pendekatan kuantitatif di mana data yang akan diperoleh melalui penyebaran kuesioner elektronik berupa Google Forms. Penelitian ini dilakukan di Indonesia khususnya di wilayah JABODETABEK dengan rentang usia 13-45 tahun. Data yang dikumpulkan akan diolah dan di analisa menggunakan software IBM SPSS Statistics versi 26 dan AMOS versi 26. Hasil dari penelitian ini dapat disimpulkan bahwa advertising attractiveness, price discount, influencer marketing berpengaruh positif terhadap purchase decision serta didukung oleh online customer reviews sebagai peran mediasi terhadap produk fashion H&M di platform zalora sebagai objek dalam penelitian ini. Peneliti berharap penelitian ini dapat memperdalam wawasan mengenai peran faktor-faktor pemasaran yang berpengaruh secara signifikan terhadap keputusan pembelian serta dapat memperluas pengetahuan untuk kontribusi penelitian kedepannya.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | advertising attractiveness, price discount, influencer marketing, online customer reviews, purchase decision. | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | SHAREEN LETITIA | ||||||||
Date Deposited: | 09 Jan 2024 13:17 | ||||||||
Last Modified: | 28 Feb 2024 22:18 | ||||||||
URI: | http://repository.uph.edu/id/eprint/59813 |
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