PENGARUH INOVASI PRODUK, CITRA MEREK DAN MEDIA SOSIAL TERHADAP MINAT BELI PADA KOSMETIK ASAL KOREA

ANITA, PITRA (2020) PENGARUH INOVASI PRODUK, CITRA MEREK DAN MEDIA SOSIAL TERHADAP MINAT BELI PADA KOSMETIK ASAL KOREA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to determine the effect of product innovation factors, brand image and social media on buying interest in cosmetics from Korea. Respondents in this study were passengers and employees in the Terminal 3 area of the Soekarno Hatta International Airport. Data analysis methods used in Structural Equation Modeling (SEM) with the Linear Relationship (LISREL) program. The results of this study indicate that brand image and social media variables significantly influence buying interest in cosmetics from Korea. This is indicated by the T-value of the brand image variable and the social media variable shows a significant value and supports the hypothesis. Therefore, the test results of this study stated that there is a significant influence between brand image variables and social media variables on buying interest in cosmetics from Korea. While the product innovation variable has no effect. Keywords: Product innovation, brand image, social media, buying interest Penelitian ini untuk mengetahui pengaruh Faktor inovasi produk, citra merek dan media sosial terhadap minat beli pada kosmetik asal Korea. Responden pada penelitian ini adalah penumpang dan pegawai di area Terminal 3 ultimate bandara internasional soekarno hatta. Metode analisis data yang digunakan dalam Structural Equation Modelling (SEM) dengan program Linear Relationship (LISREL). Hasil penelitian ini menunjukan bahwa variabel citra merek dan media sosial berpengaruh signifikan terhadap minat beli pada kosmetik asal Korea . Hal ini ditunjukan dengan nilai T-value variabel citra merek dan variabel media sosial menunjukan nilai yang signifikan dan mendukung hipotesis. Oleh karena itu, hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh yang signifikan antara variabel citra merek dan variabel media sosial terhadap minat beli pada kosmetik asal Korea. Sedangkan variabel inovasi produk tidak berpengaruh. Kata kunci : Inovasi Produk, Citra merek, Media Sosial, Minat beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 568
NIM: 43112110066
Uncontrolled Keywords: Inovasi Produk, Citra merek, Media Sosial, Minat beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 10 Jan 2020 02:10
Last Modified: 10 Jan 2020 02:45
URI: http://repository.mercubuana.ac.id/id/eprint/53413

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