PENGARUH INFLUENCER MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK MADAM GIE DI KOTA PALEMBANG

PRAMESTI, IMELDA DYAH and Yunita, Dessy (2025) PENGARUH INFLUENCER MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK MADAM GIE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Influencer Marketing dan E-WOM terhadap keputusan pembelian produk lipstik Madame Gie di Kota Palembang. Metode yang digunakan adalah survei kuantitatif dengan sampel sebanyak 100 responden yang terdiri dari konsumen yang berusia 17 tahun ke atas, pernah melakukan pembelian lipstik Madame Gie minimal satu kali dalam enam bulan terakhir, dan berdomisili di Kota Palembang. Data dikumpulkan melalui kuesioner yang mengukur variabel Influencer Marketing, E-WOM, dan keputusan pembelian. Hasil analisis menunjukkan bahwa baik Influencer Marketing maupun E-WOM memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Influencer Marketing terbukti memiliki pengaruh yang lebih besar dibandingkan E-WOM dalam mempengaruhi keputusan pembelian konsumen. Temuan ini memberikan wawasan penting bagi perusahaan dalam merancang strategi digital marketing yang lebih efektif, dengan memanfaatkan influencer marketing yang tepat dan mengelola E-WOM secara optimal, untuk meningkatkan keputusan pembelian konsumen. Kata Kunci: Influencer Marketing, E-WOM, Keputusan Pembelian

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Influencer Marketing, E-WOM, Keputusan Pembelian
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Imelda Dyah Pramesti
Date Deposited: 02 Jul 2025 03:07
Last Modified: 02 Jul 2025 03:07
URI: http://repository.unsri.ac.id/id/eprint/176272

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