Pengaruh Brand Image dan E-Wom Terhadap Minat Beli Produk Kosmetik di Kalangan Masyarakat

Rahmawati, Oktarina and , Drs. Sri Padmantyo, M.B.A. (2022) Pengaruh Brand Image dan E-Wom Terhadap Minat Beli Produk Kosmetik di Kalangan Masyarakat. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study was conducted to determine the effect of the characteristics of using social media on buying interest in electronic word-of-mouth (eWOM), and brand image. The survey was conducted on 200 respondents who have experience using social media. The data analysis technique used is SPSS software. The sampling technique uses saturated sampling (census). And with descriptive analysis, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The independent variables used in this research are brand image and E-WOM. While the dependent variable is buying interest. This consumer spending interest can be recommended as input for the management to pay attention to several factors that shape consumer spending interest in the retail sector. The results of this study indicate that the variable brand image, E-WOM has a positive and significant effect on people's buying interest.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand image, E-WOM, And Buying Interest
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	OKTARINA RAHMAWATI
Date Deposited:	11 Aug 2022 02:43
Last Modified:	11 Aug 2022 02:44
URI:	http://eprints.ums.ac.id/id/eprint/103492

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