PENGARUH KUALITAS PRODUK, ELECTRONIC WORD OF MOUTH (E-WOM), DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE THE ORIGINOTE DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Produk Skincare The Originote di Yogyakarta)

AISYAH, DHEA (2023) PENGARUH KUALITAS PRODUK, ELECTRONIC WORD OF MOUTH (E-WOM), DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE THE ORIGINOTE DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Survei Pada Konsumen Produk Skincare The Originote di Yogyakarta). Other thesis, UPN "Veteran" Yogyakarta.

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Abstract

ix
PENGARUH KUALITAS PRODUK, ELECTRONIC WORD OF MOUTH (E-WOM), DAN
SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK
SKINCARE THE ORIGINOTE DENGAN BRAND IMAGE SEBAGAI VARIABEL
MEDIASI
(Survei Pada Konsumen Produk Skincare The Originote di Yogyakarta)
DHEA AISYAH
NIM. 141190261
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
141190261@student.upnyk.ac.id
ABSTRAK
This study aims to understand, know, obtain empirical data, and analyze how much influence
product quality (X1), Electronic word of mouth (X2) and Social media marketing (X3) have on
Purchase Decision (Y) with Brand image (Z) as mediating variabel. The type of research conducted
in this study used a survey by collecting information using a questionnaire. The approach used in
this research is quantitative. The sample in this study were consumers of The Originote skincare
products who made purchases for 6 months as many as 100 respondents. The data analysis
technique in this study uses Partial Least Square (PLS). The results of the study found that product
quality, Electronic word of mouth, Social media marketing, had a positive and significant effect
on the brand image of The Originote skincare products in the Yogyakarta. Product quality,
Electronic word of mouth, Social media marketing and Brand image have a positive and
significant impact on purchasing decisions for The Originote skincare products in the Yogyakarta.
Product quality, Electronic word of mouth and Social media marketing have a positive and
significant effect on purchasing decisions through the brand image of The Originote skincare
products in the Yogyakarta.

Item Type:	Thesis (Other)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Eko Yuli
Date Deposited:	13 Apr 2023 04:57
Last Modified:	13 Apr 2023 04:57
URI:	http://eprints.upnyk.ac.id/id/eprint/34554

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