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Pengaruh e-referral dan electronic word of mouth (e-wom) terhadap purchase intention produk Sociolla

Rahmani, Diana Putri (2024) Pengaruh e-referral dan electronic word of mouth (e-wom) terhadap purchase intention produk Sociolla. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini menganalisis pengaruh e-refferal dan electronic word-of-mouth (e-WOM) dalam purchase intenton produk Sociolla, serta menganalisis peran citra merek sebagai variabel yang memediasi pengaruh e-referral dan e-WOM terhadap minat beli. Penelitian ini menerapkan pendekatan kuantitatif untuk mengidentifikasi serta memahami hubungan antara variabel-variabel yang diteliti dengan menggunakan alat survei berupa kuesioner yang disebar kepada perempuan, khususnya daerah Jabodetabek yang memiliki keinginan untuk membeli produk kecantikan di Sociolla. Hasil penelitian ini diharapkan mampu memberikan wawasan yang berguna bagi Sociolla dalam mengembangkan strategi dalam mengoptimalkan strategi pemasaran berbasis rekomendasi online dan ulasan konsumen guna meningkatkan niat beli dan memperluas jangkauan pelanggan.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Rahmani, Diana Putri
NIM01015210159
rdianaptr@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Bernarto, Innocentius
NIDN0320016501
innocentius.bernarto@uph.edu
Uncontrolled Keywords: e-referral; electronic word-of-mouth (e-WOM); brand image; purchase intention; produk kecantikan;
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
Depositing User: Diana Putri Rahmani
Date Deposited: 06 Mar 2025 09:43
Last Modified: 06 Mar 2025 09:43
URI: http://repository.uph.edu/id/eprint/67610

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