Angelina, Lidia (2024) Pengaruh Viral Marketing, Social Media Influencer dan Online Customer Review Terhadap Purchase Intention Maybelline Superstay Vinyl Ink Pada Kalangan Mahasiswa UPN Veteran Jawa Timur. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20012010274.pdf Download (305kB) |
|
Text (BAB 1)
20012010274-bab 1.pdf Download (453kB) |
|
Text (BAB 2)
20012010274-bab 2.pdf Restricted to Registered users only until 12 July 2027. Download (206kB) |
|
Text (BAB 3)
20012010274-bab 3.pdf Restricted to Registered users only until 12 July 2027. Download (253kB) |
|
Text (BAB 4)
20012010274-bab 4.pdf Restricted to Registered users only until 12 July 2027. Download (269kB) |
|
Text (BAB 5)
20012010274-bab 5.pdf Download (64kB) |
|
Text (DAFTAR PUSTAKA)
20012010274-daftar pustaka.pdf Download (201kB) |
|
Text (LAMPIRAN)
20012010274-lampiran.pdf Restricted to Registered users only until 12 July 2027. Download (417kB) |
Abstract
Maybelline Vinyl Ink was first launched on July 29 2022 and was successfully viral with the advantage that it is a liquid lipstick product / lip cream with a glossy finish and lasts up to 16 hours with color-clock formula (Maybbline.co.id, 2024). Currently available in more than 20 types of colors which are interesting. Maybelline Superstay Vinyl Ink has gone viral over a period of time which is quite long from 2022 – 2024 and has achieved various awards the only top brand award 2024 in the lipstick category. The aim of this research is to find out the influence of Viral Marketing, Social Media Influencers and Online Customer Review of Purchase Intention Maybelline Superstay Vinyl Ink among UPN Veteran East Java Students. The research method used is quantitative with techniques data collection through distributing questionnaires to the student population UPN "Veteran" East Java with a sample of 140 respondents. Using purposive sampling technique. Data were analyzed using PLS SEM with the help of SmartPLS software. The research results show that viral marketing does not contribute to purchase intention, meanwhile social media influencers and online customer reviews have contributed to purchase intention. These findings indicate that influencer recommendations and customer reviews have an important role in shaping purchases Intention towards cosmetic products among students was compared with viral marketing success. Keywords: Viral Marketing, Social Media Influencers and Online Customers Review, Purchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||||||
| Divisions: | Faculty of Agriculture > Magister Agribusiness | ||||||||||||
| Depositing User: | Lidia Lidia Angelina | ||||||||||||
| Date Deposited: | 12 Jul 2024 04:13 | ||||||||||||
| Last Modified: | 12 Jul 2024 04:13 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25877 |
Actions (login required)
 |
View Item |