PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK FASHION CRSL (Survey pada Mahasiswa di D.I Yogyakarta)

Dewantara, Ade Virgy (2023) PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK FASHION CRSL (Survey pada Mahasiswa di D.I Yogyakarta). Diploma thesis, Universitas Pembangunan Nasional "Veteran" Yogyakarta.

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Abstract

This study aims to determine and analyze the influence of Social Media Marketing,
Electronic Word of Mouth and Brand Awareness. This research is a survey research,
with the data collection tool is a questionnaire. The population in this study is students
who know CRSL products in Yogyakarta. The data used is primary data obtained from
the answers of 100 respondents using the purposive sampling method. The data
analysis technique used is multiple linear regression. The results of the study concluded
that: 1) Together, social media marketing, electronic word of mouth, and brand
awareness have a significant influence on purchasing decisions, 2) Social media
marketing has a significant positive influence on purchasing decisions, 3) electronic
word of mouth has a significant positive influence on purchasing decisions, 4) Brand
awareness has a significant positive influence on purchasing decisions.
Kata Kunci : Social Media Marketing, Electronic Word of Mouth, Brand Awareness,
keputusan pembelian

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Social Media Marketing, Electronic Word of Mouth, Brand Awareness, keputusan pembelian
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eny Suparny
Date Deposited: 05 Mar 2024 04:20
Last Modified: 05 Mar 2024 04:20
URI: http://eprints.upnyk.ac.id/id/eprint/39022

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