ICHWA, LARASATI DEWI (2023) PENGARUH DIGITAL MARKETING, CELEBRITY ENDORSEMENT DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING MELALUI BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Scarlett Whitening di Kota Surabaya). Undergraduate thesis, UNIVERSITAS PEMBANGUNANNASIONAL 'VETERAN' JAWA TIMUR.
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Abstract
Ichwa Larasati Dewi, 19042010054, The Influence of Digital Marketing, Celebrity Endorsement and Word Of Mouth on Purchase Decisions of Scarlett Whitening Products through Brand Awareness as Intervening Variables (Study on Scarlett Whitening Consumers in Surabaya City) This study aims to determine and analyze the effect of Digital Marketing, Celebrity Endorsement, and Word Of Mouth on Purchase Decisions through Brand Awareness as an intervening or mediating variable. The type of research used by the authors in this study is a type of associative research with a quantitative approach. In this study, a Likert scale was used with a minimum score of 1 and a maximum score of 5. In this study, the population used was Scarlett Whitening consumers who had special criteria, namely residents in the city of Surabaya. In this study using the Cochran technique, namely 96 as the sample size rounded up to 100 samples. In this study using a sampling technique with the Non Probability Sampling method. As for the determination of the sample using purposive sampling technique. The results in this study indicate that the variables Celebrity Endorsement and Word of Mouth have a significant effect on Brand Awareness and Purchasing Decision variables. However, the Digital Marketing variable does not significantly influence Brand Awareness and Purchase Decision variables. Also, the Brand Awareness variable does not significantly influence the Purchasing Decision variable. Keywords : Digital Marketing, Celebrity Endorsement, Word Of Mouth, Purcase Decision and Brand Awareness
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | ICHWA LARASATI DEWI | ||||||||
| Date Deposited: | 20 Mar 2023 05:45 | ||||||||
| Last Modified: | 20 Mar 2023 05:45 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12363 |
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