PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK MAKE UP DI MEDIA SOSIAL YOUTUBE PADA MAHASISWI FAKULTAS PSIKOLOGI UNIVERSITAS MERCU BUANA

WARDIYAH, NUZHATUL (2019) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK MAKE UP DI MEDIA SOSIAL YOUTUBE PADA MAHASISWI FAKULTAS PSIKOLOGI UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of electronic word of mouth on purchase intention in make up products in social media youtube. Sampling technique in this research is snowball sampling. The sample used in this research is female student of psychology faculty at mercu buana university as many as 100 female students aged 18-35 years. This study found that electronic word of mouth significantly influence purchase intention. R square result of 0.367 indicates that electronic word of mouth has 36,7% influence to purchase intention. Keyword: Electronic Word of Mouth, Purchase Intention Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth terhadap minat beli produk make up di media sosial youtube. Teknik pengambilan sampling dalam penelitian ini adalah snowball sampling. Sampel yang digunakan dalam penelitian ini adalah mahasiswi fakultas psikologi universitas mercu buana sebanyak 100 mahasiswi dengan usia 18-35 tahun. Dalam penelitian ini ditemukan bahwa electronic word of mouth berpengaruh secara signifikan terhadap minat beli. Hasil R square sebesar 0,367 menunjukkan bahwa electronic word of mouth memiliki pengaruh sebesar 36,7% terhadap minat beli. Kata Kunci: Electronic Word of Mouth, Minat Beli

Item Type: Thesis (S1)
NIM: 46114010151
Uncontrolled Keywords: Electronic Word of Mouth, Minat Beli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 100. Philosophy and Psychology/Filsafat dan Psikologi > 100.1-100.9 Standard Subdivisions of Philosophy and Psychology/Subdivisi Standar Dari Filsafat dan Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
Divisions: Fakultas Psikologi > Psikologi
Depositing User: Virda Syifa
Date Deposited: 05 Mar 2019 03:23
Last Modified: 05 Mar 2019 03:23
URI: http://repository.mercubuana.ac.id/id/eprint/47451

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