Nainggolan, Christin Mora (2026) Pengaruh Electronic Word of Mouth dan Social Media Influencer Terhadap Keputusan Pembelian Paket Skincare Finally Found You di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the effects of electronic word of mouth (E-WOM) and social media influencers on consumer purchase decisions regarding the Finally Found You Skincare Package in Surabaya. Driven by rapid social media developments that transform consumer behavior, this quantitative research investigates how consumer reviews and influencer endorsements drive purchasing choices. Data were gathered through a survey of 108 consumers chosen via purposive sampling and examined using Partial Least Squares-Structural Equation Modeling (PLS‑SEM). The results indicate that both electronic word of mouth (E‑WOM) and social media influencers exert a positive, statistically significant influence on purchase decisions. These findings illustrate that information transmitted through social media, whether generated by consumers or influencers, significantly enhances consumer confidence and encourages buying decisions. Consequently, Finally Found You is recommended to optimize its E-WOM strategy and collaborate with credible, relevant social media influencers to effectively strengthen consumer purchase decisions in the competitive skincare market
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Christin Mora Nainggolan | ||||||||
| Date Deposited: | 27 Aug 2026 04:55 | ||||||||
| Last Modified: | 27 Aug 2026 04:55 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58904 |
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