PENGARUH ONLINE CUSTOMER REVIEW, BRAND AWARENESS, DAN SALES PROMOTION TERHADAP ONLINE PURCHASE INTENTION PRODUK SKINCARE AZARINE PADA KONSUMEN MARKETPLACE SHOPEE GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA

HANIF, HASNA LUTHFI NUN (2024) PENGARUH ONLINE CUSTOMER REVIEW, BRAND AWARENESS, DAN SALES PROMOTION TERHADAP ONLINE PURCHASE INTENTION PRODUK SKINCARE AZARINE PADA KONSUMEN MARKETPLACE SHOPEE GENERASI Z DI DAERAH ISTIMEWA YOGYAKARTA. Diploma thesis, UPN Veteran Yogyakarta.

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Abstract

This study aims to determine the influence of Online Customer Review, Brand
Awareness and Sales Promotion on Online Purchase Intention on Azarine
skincare products. The population of this study is all Generation Z in Yogyakarta
who have the intention to buy Azarine skincare products online on the Shopee
marketplace. The sample in this study was 116 respondents using the purposive
sampling method. The data analysis method in this study uses multiple regression
analysis techniques using SPSS 25. The results of this study revealed that: 1)
Online customer review, brand awareness, and sales promotion together have a
significant effect on the online purchase intention of Azarine skincare products, 2)
Online customer reviews have a positive and significant effect on online purchase
intention of Azarine skincare products, 3) Brand awareness has a positive and
significant effect on online purchase intention of Azarine skincare products, 4)
Sales promotion has a positive effect and significant to online purchase intention
of Azarine skincare products
Keywords: Online Customer Review, Brand Awareess, Sales promotion, Online Purchase Intention

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Online Customer Review, Brand Awareess, Sales promotion, Online Purchase Intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Bayu Setya Pambudi
Date Deposited:	21 Aug 2024 07:48
Last Modified:	21 Aug 2024 07:48
URI:	http://eprints.upnyk.ac.id/id/eprint/40789

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