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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 11/03/2022 16:38:43  •  1147 Views


PENGARUH KUALITAS PRODUK, SOCIAL MEDIA INFLUENCER, CITRA MEREK SEBAGAI VARIABEL INTERVENING TERHADAP PURCHASE INTENTION WARDAH COSMETICS

Created by :
NUKE KINANTI ( 20160101053 )



SubjectKUALITAS PRODUK
SOCIAL MEDIA
CITRA MEREK
PURCHASE INTENTION
Alt. Subject PRODUCT QUALITY
SOCIAL MEDIA
BRAND IMAGE
PURCHASE INTENTION
KeywordKualitas Produk
Social Media Influencer
Citra Merek
Purchase Intention

Description:

Tujuan penelitian ini untuk mengetahui pengaruh kualitas produk, social media influencer, citra merek sebagai variabel intervening terhadap purchase intention pada Wardah Cosmetics. Penelitian ini dilakukan kepada mahasiswa aktif reguler yang aktif berorganisasi di Universitas Esa Unggul dengan jumlah responden 110. Responden penelitian ditentukan menggunakan teknik purposive sampling. Data pada penelitian ini menggunakan data primer dengan pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan skala likert 4 poin untuk mengukur 22 pertanyaan. Teknik analisis data menggunakan path analisys. Hasil penelitian membuktikan bahwa kualitas produk berpengaruh positif dan signifikan terhadap citra merek, social media influencer berpengaruh positif dan signifikan terhadap citra merek, kualitas produk berpengaruh positif dan signifikan terhadap purchase intention, social media influencer berpengaruh positif dan signifikan terhadap purchase intention. citra merek berpengaruh positif dan signifikan terhadap purchase intention. Berdasarkan hasil penelitian tersebut dapat disimpulkan bahwa variabel intervening sosial memperkuat variabel independen dan dependen.

Contributor:
  1. Dr. Rina Anindita, S.E., MM
Date Create:11/03/2022
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Undergraduate-20160101053
Collection ID:20160101053


Source :
Undergraduate Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2022 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-kualitas-produk-social-media-influencer-citra-merek-sebagai-variabel-intervening-terhadap-purchase-intentionwardah-cosmetics-23929.html




[ Free Download - Free for All ]

  1.  UEU-Undergraduate-23929-COVER.Image.Marked.pdf - 266 KB
  2.  UEU-Undergraduate-23929-HALAMAN PERSETUJUAN SKRIPSI.Image.Marked.pdf - 292 KB
  3.  UEU-Undergraduate-23929-HALAMAN PERNYATAAN KEASLIAN.Image.Marked.pdf - 268 KB
  4.  UEU-Undergraduate-23929-HALAMAN PENGESAHAN.Image.Marked.pdf - 357 KB
  5.  UEU-Undergraduate-23929-KATA PENGANTAR.Image.Marked.pdf - 319 KB
  6.  UEU-Undergraduate-23929-HALAMAN PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH.Image.Marked.pdf - 263 KB
  7.  UEU-Undergraduate-23929-ABSTRAK.Image.Marked.pdf - 264 KB
  8.  UEU-Undergraduate-23929-DAFTAR ISI,TABEL DAN LAMPIRAN.Image.Marked.pdf - 451 KB
  9.  UEU-Undergraduate-23929-DAFTAR PUSTAKA.Image.Marked.pdf - 399 KB
  10.  UEU-Undergraduate-23929-LAMPIRAN.Image.Marked.pdf - 584 KB
  11.  UEU-Undergraduate-23929-BAB1.Image.Marked.pdf - 343 KB

[ FullText Content - Please, register first ]

  1. UEU-Undergraduate-23929-BAB2.Image.Marked.pdf - 393 KB
  2. UEU-Undergraduate-23929-BAB3.Image.Marked.pdf - 504 KB
  3. UEU-Undergraduate-23929-BAB4.Image.Marked.pdf - 784 KB
  4. UEU-Undergraduate-23929-BAB5.Image.Marked.pdf - 274 KB
  5. UEU-Undergraduate-23929-BAB6.Image.Marked.pdf - 267 KB

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Citra , Citra Merek , Influencer , Intention , Kualitas , Kualitas Produk , Media , Merek , Produk , Purchase , Purchase Intention , Social , Social Media Influencer



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