Influence Social Media Marketing Activities, Electronic Word of Mouth and Brand Equity on Product Purchase Intention Skincare Local Brand

Utomo, Muhammad Ariq Fakhri and Astuti, Widhy Tri and Ghofar, Abdul (2023) Influence Social Media Marketing Activities, Electronic Word of Mouth and Brand Equity on Product Purchase Intention Skincare Local Brand. Journal of Business and Organization Management, 2 (1). pp. 1-14.

Text 1. J-BOM II.1 - Muhammad Ariq Fakhri Utomo. 1-14.pdf - Published Version Available under License Creative Commons Attribution Non-commercial. Download (5MB)

Abstract

This study aims to understand the effect social media marketing activities, electronic word of mouth, brand equity on product purchase intention skincare local brand. This research was conducted on a local brand the Avoskin, which was carried out during the Covid-19 pandemic. The data collection technique used is non probability sampling by method purposive sampling. Methods of data analysis using multiple linear regression analysis techniques using SPSS 25. This research is a descriptive quantitative research. The population in this study were all potential Avoskin consumers in the Special Region of Yogyakarta Province during the COVID-19 pandemic with the criteria of respondents being over 17 years old and knowing the product skincare Avoskin during the COVID-19 pandemic. The results of this study reveal that Social Media Marketing Activities positive and significant effect on Purchase Intention,e-WOM has a positive and significant effect on Purchase Intentions, Brand Equity has a positive and significant effect on Purchase Intentions,Social Media Marketing Activities, e-WOM and Brand Equity has a positive and significant effect on product Purchase Intentions Skincare Avoskin brand.

Item Type:	Article
Uncontrolled Keywords:	Social Media Marketing Activities, Electronic Word of Mouth, Brand Equity, Purchase Intention
Subjects:	H Social Sciences > HF Commerce
Depositing User:	SE, M.Si HERLINA DYAH KUSWANTI
Date Deposited:	09 Aug 2023 02:46
Last Modified:	09 Aug 2023 03:20
URI:	http://eprints.upnyk.ac.id/id/eprint/36831

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