Pengaruh Electronic Word of Mouth dan Citra Merek pada Keputusan Beli Produk Skintific (Studi Kasus pada Followers Instagram @skintificid)

Sunkiawati, Triyana (2024) Pengaruh Electronic Word of Mouth dan Citra Merek pada Keputusan Beli Produk Skintific (Studi Kasus pada Followers Instagram @skintificid). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to determine the influence of Electronic Word Of Mouth and Brand Image on Purchase Decision for Skintific Product. This research uses a quantitative research design. The population in this research is Skintific consumers who follow Instagram accounts with a sample size of 100 respondents. The sampling technique uses purposive sampling using respondent criteria, namely consumers who plan to buy and consumers who have used Skintific products, consumers who follow Skintific Instagram accounts, and consumers aged 15-40 years. The results of the partial test research (t test) for the Electronic Word Of Mouth variable with a significance level of 5% show a significance result of 0.001 < 0.05, which means that the Electronic Word Of Mouth variable has an influence and is significant on the Purchase Decision. Meanwhile, the results of the partial test (t test) for Citra Merek has a significant influence on Purchase Decision. For the simultaneous test (f test) with a significance level of 5%, the results show a significance of 0.000b < 0.05, meaning that Electronic Word Of Mouth and Brand Image simultaneously influence the Purchase Decision for Skintific Product.

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