Dewanti, Illona Ratna (2024) Pengaruh Korean Wave dan Electronic Word of Mouth (e-WOM) terhadap Keputusan Pembelian Produk Lip Tint Azarine pada Generasi Z di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The spread of South Korean popular culture globally has impacted trends in cosmetic products related to South Korea. This research aims to determine the influence of Korean Wave (X1) and Electronic Word of Mouth (X2) on Purchase Decisions (Y) of Azarine lip tint products among generation Z in Surabaya. The research method used is a quantitative research method with a sample size of 100 respondents in accordance with the criteria set for the sample. The population in this study were Tinted Lippie Cake Azarine lip tint consumers. Sampling was conducted using a purposive sampling technique with the criteria of having purchased the Tinted Lippie Cake Azarine lip tint product, knowing South Korean popular culture, using social media X, being generation Z female, and living in Surabaya. Data analysis using SEM-PLS. The research results show that Korean Wave and Electronic Word of Mouth have a positive and significant effect on purchasing decisions for Azarine lip tint products among generation Z in Surabaya.
| 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 Economic > Departement of Management | ||||||||
| Depositing User: | Illona Ratna Dewanti | ||||||||
| Date Deposited: | 18 Sep 2024 07:06 | ||||||||
| Last Modified: | 18 Sep 2024 07:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29461 |
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