PENGARUH BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK SKINCARE SOMETHINC DI MEDIA SOSIAL TWITTER

RAMADHANI, PUTRI GHINA and Saraswati, Erlisa (2023) PENGARUH BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK SKINCARE SOMETHINC DI MEDIA SOSIAL TWITTER. Undergraduate thesis, Sriwijaya University.

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Abstract

The development of the beauty industry in Indonesia continues to experience a very rapid increase, companies need to develop and determine strategies properly in order to influence consumer purchasing decisions. This study aims to determine the effect of brand ambassadors and electronic word of mouth on consumer purchasing decisions, the theory used in this study is the ViSCAP Model from Rossiter & Percy, Electronic word of mouth from Goyette, and purchasing decisions from Philip Kotler and Kevin L. Keller. This study uses a quantitative method which uses Structural Equation Model (SEM) data analysis which is then processed using SmartPLS 4.0 software, there are 96 samples in this study using non-probability sampling method with purposive sampling technique. The results of this study indicate that brand ambassadors do not have a positive and significant effect on purchasing decisions, the path coefficient is 0.034, the p-value is 0.727, and the t-test value is 0.349. Electronic word of mouth has a positive and significant effect on purchasing decisions with a path coefficient of 0.589, a p-value of 0.000, and a t-test of 6.142. Then the R-square value of 0.367 shows that brand ambassadors and electronic word of mouth do not simultaneously influence purchasing decisions. Keyword: Somethinc, Brand Ambassador, Electronic Word of Mouth, Purchase Decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Somethinc, Brand Ambassador, Electronic Word of Mouth, Keputusan Pembelian.
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Putri Ghina Ramadhani
Date Deposited:	29 Jan 2024 04:16
Last Modified:	29 Jan 2024 04:16
URI:	http://repository.unsri.ac.id/id/eprint/140190

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