Suhufa, Mailis Satus (2026) Pengaruh Influencer Marketing, Electronic Word of Mouth (E-WOM), Dan Social Media Marketing Terhadap Keputusan Pembelian Produk Wardah Glasting Liquid Lip (Studi Pada Mahasiswi Aktif Program Sarjana S1 UPN "Veteran" Jawa Timur. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study discusses the influence of digital marketing strategies, namely influencer marketing, electronic word of mouth (E-WOM), and social media marketing, on purchase decisions for Wardah Glasting Liquid Lip products. The purpose of this study is to analyze the simultaneous and partial effects of these variables on purchase decisions among active female undergraduate students at UPN “Veteran” East Java. This research uses a quantitative approach with primary data collected through questionnaires distributed to 150 respondents selected using purposive sampling. Data were analyzed using IBM SPSS Statistics 26 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination (R²) analysis. The results show that influencer marketing, electronic word of mouth (E-WOM), and social media marketing simultaneously and partially have a positive and significant effect on purchase decisions. These findings indicate that digital marketing strategies play an important role in influencing consumer purchasing decisions for local cosmetic products. Keywords: Influencer Marketing, Electronic Word of Mouth (E-WOM), Social Media Marketing, Purchase Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mailis Satus Suhufa | ||||||||
| Date Deposited: | 25 May 2026 05:42 | ||||||||
| Last Modified: | 25 May 2026 05:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52382 |
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