Fajriyah, Diva Dhotin (2024) PENGARUH ELECTRONIC WORD OF MOUTH, CELEBRITY ENDORSER DAN PENILAIAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE PADA SHOPEE. Undergraduate thesis, UPN "Veteran" Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
20012010242_COVER.pdf Download (1MB) |
|
Text (BAB I)
20012010242_BAB I.pdf Download (348kB) |
|
Text (BAB II)
20012010242_BAB II.pdf Restricted to Repository staff only until 12 July 2027. Download (719kB) |
|
Text (BAB III)
20012010242_BAB III.pdf Restricted to Repository staff only until 12 July 2027. Download (645kB) |
|
Text (BAB IV)
20012010242_BAB IV.pdf Restricted to Repository staff only until 12 July 2027. Download (781kB) |
|
Text (BAB V)
20012010242_BAB V.pdf Download (512kB) |
|
Text (DAFTAR PUSTAKA)
20012010242_ DAFTAR PUSTAKA.pdf Download (480kB) |
|
Text (LAMPIRAN)
20012010242_LAMPIRAN.pdf Restricted to Repository staff only until 12 July 2027. Download (508kB) |
Abstract
Rapid technological developments have an impact on tight business competition. Many people make online purchases through Shopee, one of which is facial care or skincare products. This research aims to test and find out how much influence electronic word of mouth, celebrity endorsers and product ratings have on purchasing decisions for skincare products at Shopee. This research uses primary data obtained from respondents' questionnaire answers. The research population is shopee users in Surabaya. The sample used was 90 respondents who had purchased skincare at Shopee using a purposive sampling technique. The data obtained was analyzed using the PLS (Partical Least Square) analysis technique version 4. The research results showed that Electronic Word of Mouth, Celebrity Endorser and Product Ratings had a significant positive effect on purchasing decisions for skincare products at Shopee in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Diva Dhotin Fajriyah | ||||||||
| Date Deposited: | 12 Jul 2024 07:10 | ||||||||
| Last Modified: | 12 Jul 2024 07:10 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25911 |
Actions (login required)
 |
View Item |