Pengaruh Brand Image, Word Of Mouth, Online Customer Review Terhadap Purchase Decision Produk Body Lotion Nivea (Studi Kasus Pada Followers Akun Twitter @ohmybeautybank)

Ganesha, Anissa Putri and , Kusdiyanto, S.E., M.Si (2023) Pengaruh Brand Image, Word Of Mouth, Online Customer Review Terhadap Purchase Decision Produk Body Lotion Nivea (Studi Kasus Pada Followers Akun Twitter @ohmybeautybank). Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI e.pdf Download (532kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (804kB)
	PDF (Bab I) BAB I.pdf Download (116kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (85kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (158kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (271kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (48kB) | Request a copy
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (178kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (247kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) PERNYATAAN PUBLIKASI.pdf Restricted to Repository staff only Download (282kB) | Request a copy

Abstract

The analysis of this reseacrh regarding of Brand Image, Word of Mouth and Online Customer Review on Purchase Decision products Body Lotion Nivea. The purpose of this study was to determine the effect of Brand image on customer purchase decision, to determine the effect of Word of Mouth on customer purchase decision, to determine the effect of Online Customer Review on customer purchase decision. Studies conducted on Followers of account twiter @ohmybeautybank. The sample taken in the study was 150 respondent. The analytical method use is multiple linear regression analysis, validity and reliability method, t test, F test, and classic assumption test. Based on the results of analysis found, it can be explained that Brand image has a negative and not significant influece on purchase decision of Nivea body lotion product. Word of Mouth and Online Customer Review have a positive and significant influence on purchase decision of Nivea body lotion product. In the model formed Brand image, Word of Mouth and Online Customer Review are able to explain the purchase decision variable by 55,3% and the remaining 44,7% is still influenced by other variables.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand image, Word of Mouth, Online Customer Review, Purchase Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANISSA PUTRI GANESHA
Date Deposited:	15 Feb 2023 01:06
Last Modified:	15 Feb 2023 01:06
URI:	http://eprints.ums.ac.id/id/eprint/108732

Actions (login required)

View Item