Anggrainy, Lelly Lathifa Hinifah (2024) Pengaruh Social Media Marketing Instagram dan E-WOM Terhadap Keputusan Pembelian Skincare Wardah di E-commerce. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Technological developments are growing the trend of online shopping in Indonesia, so that currently e-commerce has become the main platform to meet needs. The first position in best-selling sales in e-commerce is dominated by skincare products, products that have become a part of people's daily lives. Public awareness of the importance of caring for the skin is increasing, thereby enlivening the increasingly dense business competition in the skin care industry. All skincare brands are competing to win the competition, including Wardah. Wardah skincare has quite high sales, so it is included in the Top Brand Index skincare category and occupies the top position during 2020-2021. However, Wardah's skincare sales will decline significantly in 2022-2023. Companies must have special strategies to attract consumers to make purchases. A focused digital marketing strategy can be a company's main choice in convincing consumers to make decisions. This research aims to determine "The Influence of Social Media Marketing Instagram and E-WOM on Wardah Skincare Purchasing Decisions in E-commerce". The research was carried out by applying a quantitative approach. Sample selection used non-probability sampling methods and purposive sampling techniques. Wardah skincare users in Surabaya are included in the population coverage. A total of 104 participants with special criteria were involved as samples to obtain data. The research testing media used is Smart-PLS. Based on the findings of this research, it is shown that the second hypothesis is accepted. The social media marketing variables Instagram and E-WOM are proven to have a positive and significant impact on consumer purchasing decisions for skincare products in e-commerce. Keywords: E-WOM, Purchase Decision, Wardah Skincare, Social Media Marketing Instagram.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Lelly Lathifa Hinifah Anggrainy | ||||||||
| Date Deposited: | 13 Aug 2024 05:28 | ||||||||
| Last Modified: | 13 Aug 2024 05:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28130 |
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