Dibba, Farah (2026) Pengaruh Electronic Word of Mouth, Brand Awareness, dan Brand Image terhadap Purchase Decision Produk Kosmetik Oh My Glam (OMG) di Media Sosial TikTok. Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (COVER)
Cover.pdf Download (903kB) | Preview |
|
|
Text (BAB I)
Bab 1.pdf Download (336kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (BAB II)
Bab 2.pdf Restricted to Repository staff only until 25 May 2029. Download (503kB) |
|
|
Text (BAB III)
Bab 3.pdf Restricted to Repository staff only until 25 May 2029. Download (550kB) |
|
|
Text (BAB IV)
Bab 4.pdf Restricted to Repository staff only until 25 May 2029. Download (736kB) |
|
|
Text (BAB V)
Bab 5.pdf Download (175kB) | Preview |
|
|
Text (DAFTAR PUSTAKA)
daftar pustaka.pdf Download (399kB) | Preview |
|
|
Text (LAMPIRAN)
lampiran.pdf Restricted to Repository staff only until 25 May 2029. Download (1MB) |
Abstract
This research aims to analyze the influence of Electronic Word of Mouth, Brand Awareness, and Brand Image on the Purchase Decision of Oh My Glam (OMG) cosmetic products on TikTok social media. This study employed a quantitative method with a descriptive approach. Primary data were collected through questionnaires distributed to 100 respondents using a purposive sampling technique. Data analysis was conducted using SEM-PLS. The results indicate that Electronic Word of Mouth, Brand Awareness, and Brand Image each have a positive and significant effect on Purchase Decision, with Brand Image emerging as the most dominant variable. The R-Square value of 0.487 indicates that the three variables are able to explain 48.7% of the variance in Purchase Decision, while the remaining 51.3% is influenced by other variables outside this study. This finding indicates that digital interaction and brand perception play an important role in influencing consumer purchasing decisions. These findings imply that cosmetic companies should maintain a positive brand image and optimize TikTok-based digital interactions to encourage consumer purchase decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Farah Dibba | ||||||||
| Date Deposited: | 26 May 2026 01:27 | ||||||||
| Last Modified: | 26 May 2026 04:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52535 |
Actions (login required)
 |
View Item |