Safitri, Ardyana Yulia and , Ihwan Susila , S.E,. M.Si., Ph.D (2023) Analisis Pengaruh Viral Marketing, Brand Awarness Dan Online Customer Review Terhadap Purchase Intention Skincare Dengan Attitude Sebagai Variabel Intervening (Studi Pada Konsumen Tiktok Shop). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Online shopping activities make it easier for consumers to shop, and are supported by the presence of online stores whose growth is increasing. People in the digital era are very mobilized and tend to like things that are instant and practical, one of which is online shopping. on Tiktok shop consumers. The sample used was 223 Tiktok shop consumer respondents who were determined using a non-probability sampling type with a purposive sampling technique. Questionnaires distributed in the form of Google Form. The results of the questionnaire were analyzed using Partial Least Squares with the SmartPLS 3.0 Software application. The results of the study show that: (i). Viral marketing has a direct effect on purchase intention. (ii). Brand awareness has no direct effect on purchase intention. (iii). Online customer reviews have a direct effect on purchase intention. (iv). Viral marketing has a direct effect on attitude. (v). Brand awareness has no direct effect on attitude. (vi). Online customer reviews have a direct effect on attitude. (vii). Attitude has a direct effect on purchase intention. Keywords : viral marketing, brand awarness, online customer review, purchase intention,attitude.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | viral marketing, brand awarness, online customer review, purchase intention,attitude. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ARDYANA YULIA SAFITRI |
| Date Deposited: | 16 Feb 2023 07:17 |
| Last Modified: | 16 Feb 2023 07:23 |
| URI: | http://eprints.ums.ac.id/id/eprint/109607 |
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