Febryana, Bella Ayu (2024) PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH PADA MAHASISWA DI SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.
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Abstract
The cosmetics industry in Indonesia is growing rapidly with many local brands competing in the market, including Wardah, which is known as the first halal cosmetic product in Indonesia. This research investigates how Electronic Word of Mouth (E-WOM) and Brand Image influence purchasing decisions for Wardah products. This research method was carried out quantitatively by taking a sample of 100 respondents. Meanwhile, the sample in this study was taken using convenience sampling techniques. The sample consisted of Wardah consumer students in Surabaya. The analysis technique used in this research is Partial Least Square (PLS) using SmartPLS 4 with validity testing, reliability testing and hypothesis testing. The research results show that Electronic Word of Mouth (E-WOM) and Brand Image have a positive and significant influence on purchasing decisions for Wardah products. Keywords: Electronic Word of Mouth (E-WOM), Brand Image, Purchasing Decisions, Wardah, Students, Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | bella ayu febryana | ||||||||
| Date Deposited: | 18 Sep 2024 07:06 | ||||||||
| Last Modified: | 18 Sep 2024 07:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29256 |
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