Pengaruh Brand Image, Brand Trust Dan Electronic Word Of Mouth (EWOM) Terhadap Purchase Intention Produk Skintific di Surabaya

Mawaddah, Rona Octavia (2024) Pengaruh Brand Image, Brand Trust Dan Electronic Word Of Mouth (EWOM) Terhadap Purchase Intention Produk Skintific di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

In the current era of globalization, development and progress in various fields is occurring rapidly. One sector that is experiencing rapid growth is the beauty industry. The rapid growth of the beauty industry in Indonesia has changed the way people live, including skin care. This has resulted in various beauty care products which are now considered a basic need, especially by women. Therefore, every cosmetic company must continuously create innovations to understand and meet the needs and expectations of their customers in order to remain competitive amidst increasingly fierce competition. The factor that really determines the success of implementing a business promotion strategy is the emergence of consumer interest in making purchases. This research was conducted to determine the influence of brand image, brand trust, electronic word of mouth on purchase intention for Skintific products in Surabaya. The type of research used is quantitative research. The population used in this research is people living in Surabaya who know Skintific products. The sample in this study was 96 respondents. The sampling technique used in this research is nonprobability sampling. The type of data used is primary data, namely data obtained directly from the research object. The data collection technique was carried out by distributing questionnaires via Google Form. The data analysis technique used in this research is multiple linear using SPSS version 29 software. Thus the results of this research show that brand image, brand trust, and electronic word of mouth simultaneously influence purchase intention. Brand image has a positive and significant effect on purchase intention. Brand Trust has a positive and significant effect on purchase intention. electronic word of mouth has a positive and significant effect on purchase intention. Keyword : Brand Image, Brand Trust, Electronic Word Of Mouth, Purchase Intention

Item Type:

Thesis (Undergraduate)

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