PENGARUH WORD OF MOUTH PADA WEBSITE FEMALEDAILY.COM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN (Studi Kuantitatif pada Produk Emina Cosmetics)

HARDIANTY, RESTY BELLA (2020) PENGARUH WORD OF MOUTH PADA WEBSITE FEMALEDAILY.COM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN (Studi Kuantitatif pada Produk Emina Cosmetics). S1 thesis, Universitas Mercu Buana.

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Abstract

This research discusses the influence of Word of Mouth which consists of eWOM Credibility, eWOM Quality and eWOM Quantity on the Website Femaledaily.com on Purchasing Decisions of Beauty Products (Quantitative Study on Emina Cosmetics Products). Beauty products have been considered as a necessity for women in supporting a variety of daily activities. However, with so many beauty products sometimes it makes women waver in choosing good beauty products. Advertising is considered as a promotional media that is no longer credible. Therefore, many women who seek information relating to beauty products through the discussion forum online Femaledaily.com. This study aims to determine how much influence Word of Mouth has on the website femaledaily.com on the purchase decision for Emina Cosmetics beauty products. This study uses an associative explanative quantitative approach with non�probability sampling sampling totaling 97 respondents. Based on the T test and F test, it was found that Tcal > Ttable and Fcal > Ftable, so that H0 rejected and Ha accepted. Which states that Word of Mouth influences purchasing decisions with a large influence of 64.5%. For the most dominant variable X, the eWOM Credibility (X1) contributed 28.94%, followed by the eWOM Quality (X2) variable which contributed 20.13% and the eWOM Quantity (X3) contributed 15.56 %. From this study it can be concluded that Word of Mouth (WOM) on the Website Femaledaily.com influences the Purchasing Decision of Emina Cosmetics Beauty Products. Keywords: Word of Mouth, Purchase Decision, Female Daily, Emina Cosmetics Skripsi ini membahas tentang Pengaruh Word Of Mouth yang terdiri dari eWOM Credibility, eWOM Quality dan eWOM Quantity Pada Website Femaledaily.com Terhadap Keputusan Pembelian Produk Kecantikan (Studi Kuantitatif Pada Produk Emina Cosmetics). Produk kecantikan sudah dianggap sebagai suatu kebutuhan bagi kaum wanita dalam menunjang berbagai macam aktifitas kesehariannya. Akan tetapi dengan banyaknya produk produk kecantikan terkadang membuat para wanita bimbang dalam memilih produk kecantikan yang baik. Iklan dianggap sebagai media promosi yang tidak lagi kredibel. Oleh karena itu, banyak para wanita yang mencari informasi berkaitan dengan produk kecantikan melalui forum diskusi online Femaledaily.com. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Word Of Mouth pada website femaledaily.com terhadap keputusan pembelian produk kecantikan Emina Cosmetics. Penelitian ini menggunakan pendekatan kuantitatif eksplanatif asosiatif dengan pengambilan sampel non probability sampling berjumlah 97 responden. Berdasarkan uji T dan uji F, didapatkan bahwa Thitung > Ttabel dan Fhitung > Ftabel, sehingga H0 ditolak dan Ha diterima. Yang menyatakan bahwa Word Of Mouth berpengaruh terhadap keputusan pembelian dengan besar pengaruh yaitu 64,5%. Untuk variable X paling dominan didapatkan variable eWOM Credibility (X1) yang berkontribusi sebesar 28,94%, diikuti dengan variable eWOM Quality (X2) yang berkontribusi sebesar 20,13% dan variable eWOM Quantity (X3) berkontribusi sebesar 15,56%. Dari penelitian ini dapat disimpulkan bahwa Word Of Mouth (WOM) pada Website Femaledaily.com berpengaruh Terhadap Keputusan Pembelian Produk Kecantikan Emina Cosmetics. Kata kunci: Word Of Mouth, Keputusan Pembelian, Female Daily, Emina Cosmetics

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 20 026
Call Number: SK/43/21/001
NIM/NIDN Creators: 44316010032
Uncontrolled Keywords: Word Of Mouth, Keputusan Pembelian, Female Daily, Emina Cosmetics
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.23 Media (Means of Communication)/Media (Sarana Komunikasi)
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 18 May 2022 03:43
Last Modified: 13 Mar 2023 08:13
URI: http://repository.mercubuana.ac.id/id/eprint/61242

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