Pengaruh Brand Image dan Electronic Word of Mouth terhadap Brand Loyalty Pengguna Skincare The Originote dengan Perceived Quality sebagai Mediasi

Putri, Meylani Yulia (2025) Pengaruh Brand Image dan Electronic Word of Mouth terhadap Brand Loyalty Pengguna Skincare The Originote dengan Perceived Quality sebagai Mediasi. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) 21012010005-cover.pdf Download (1MB)
	Text (Bab 1) 21012010005-bab1.pdf Download (458kB)
	Text (Bab 2) 21012010005-bab2.pdf Restricted to Repository staff only until 16 July 2027. Download (394kB) \| Request a copy
	Text (Bab 3) 21012010005,-bab3.pdf Restricted to Repository staff only until 16 July 2027. Download (403kB) \| Request a copy
	Text (Bab 4) 21012010005.-bab4.pdf Restricted to Repository staff only until 16 July 2027. Download (482kB) \| Request a copy
	Text (Bab 5) 21012010005-bab5.pdf Download (254kB)
	Text (Daftar pustaka) 21012010005 - daftarpustaka.pdf Download (225kB)
	Text (Lampiran) 21012010005 - lampiran.pdf Restricted to Repository staff only Download (729kB) \| Request a copy

Abstract

The growth of the beauty industry in Indonesia has led to intense competition among skincare businesses in building their brand image. Amidst efforts to build brand image, some local skincare businesses often make exaggerated claims about the ingredients and benefits of their products. The Originote was found to have made such claims after being exposed by Dr. Detective. However, despite this, The Originote's sales have not experienced a significant decline, and its products remain highly sought after. The purpose of this study is to analyze and determine the influence of brand image and electronic word of mouth on brand loyalty, with perceived quality as a mediating variable, among Gen Z users of The Originote skincare products in Surabaya City. This study is a quantitative research using primary data obtained through a questionnaire distribution. The population in this study consists of The Originote skincare users in Surabaya City. A total of 114 respondents were used as the sample in this study, with a purposive sampling technique. The data was then processed and analyzed using the SEM-PLS method, including validity, reliability, and hypothesis testing. The findings of this study indicate that (1) Brand Image has a positive effect on Brand Loyalty among Gen Z users of The Originote skincare products in Surabaya City (2) Electronic Word of Mouth does not affect Brand Loyalty among Gen Z users of The Originote skincare products in Surabaya City (3) Perceived Quality is able to mediate the relationship between Brand Image and Electronic Word of Mouth on Brand Loyalty among Gen Z users of The Originote skincare products in Surabaya City.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Purwanto, Sugeng	NIDN0008016806	sugengpurwanto.mnj@upnjatim.ac.id
Thesis advisor	Raharjo, Raden Johnny Hadi	NIDN20119841209227	raden.johnny.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HB Economic Theory
H Social Sciences > HC Economics
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
H Social Sciences > HM Sociology
R Medicine > RL Dermatology

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Meylani Yulia Putri

Date Deposited:

17 Jul 2025 04:05

Last Modified:

17 Jul 2025 04:05

URI:

https://repository.upnjatim.ac.id/id/eprint/39367