Ardianita, Ardianita (2024) Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Produk Glad2Glow Pada Media Sosial TikTok Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Almost every woman possesses skincare products. On the other hand, Glad2Glow sunscreen has been the subject of internet rumors lately because its ingredients list does not match what's on the label. The purpose of this research is to examine how users of the social media platform TikTok in the city of Surabaya, Indonesia, make purchasing decisions for Glad2Glow products based on electronic word of mouth and brand image. This study makes use of SEM PLS analysis, which is a technique for analyzing structural equation modeling data. In this study, researchers used a non probability sampling technique called purposive sampling, which entails giving some variables more weight than others. In this study, 70 participants were surveyed (10 indicators x 7). The research findings indicate that in Surabaya City, Electronic Word of Mouth plays a positive and significant role in influencing consumers to purchase Glad2Glow products on TikTok. On the social media platform TikTok in Surabaya City, product purchases of Glad2Glow are positively and significantly impacted by brand image. Keywords: Electronic Word Of Mouth, Brand Image, Purchasing Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Ardianita Dian | ||||||||
| Date Deposited: | 22 Jul 2024 05:15 | ||||||||
| Last Modified: | 22 Jul 2024 05:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/27032 |
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