PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL DAN E-WOM TERHADAP PURCHASE DECISIONS DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (PADA PRODUK SKINTIFIC DI DIY)

PUTRI, SALSABILA (2024) PENGARUH AKTIVITAS PEMASARAN MEDIA SOSIAL DAN E-WOM TERHADAP PURCHASE DECISIONS DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING (PADA PRODUK SKINTIFIC DI DIY). Skripsi thesis, UPN Veteran Yogyakarta.

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Abstract

This study aims to determine the influence of social media marketing
activities and e-wom on purchase decisions with brand awareness as an intervening
variable (in skintific products. The type of research used is quantitative. The
population of this study is male or female consumers over the age of 18 who use
Skintific products and make a purchase at least once in the Special Region of
Yogyakarta. The sample in this study is 140 respondents using the purposive
sampling method. Data collection is calculated by using a Likert scale and then
analyzed using SmartPLS 4.1.0.2 software. The results of this study show that: 1)
Social media marketing activities affect Skintific brand awareness, 2) Electronic
word of mouth affects Skintific brand awareness, 3) Brand awareness affects
Skintific purchase decisions, 4) Social media marketing activities affect Skintific
purchase decisions, 5) Electronic word of mouth affects Skintific purchase
decisions, 6) Social media marketing activities have an indirect effect directly on
Skintific purchase decisions on consumers in the Special Region of Yogyakarta
through brand awareness as an intervening variable, 7) Electronic word of mouth
has an indirect effect on Skintific purchase decisions on consumers in the Special
Region of Yogyakarta through brand awareness as an intervening variable.
Keywords: Social Media Marketing Activities, E-WOM, Purchase Decisions, Brand Awareness

Item Type: Thesis (Skripsi)
Additional Information: SALSABILA PUTRI (Penulis-141200110) ; Danang Yudhiantoro (Pembimbing)
Uncontrolled Keywords: Social Media Marketing Activities, E-WOM, Purchase Decisions, Brand Awareness
Subjek: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User: A.Md Eko Suprapti
Date Deposited: 22 Jul 2025 01:54
Last Modified: 22 Jul 2025 01:54
URI: http://eprints.upnyk.ac.id/id/eprint/43183

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