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

ANITA, PITRA (2019) 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/NIDN Creators: 43112110066
Uncontrolled Keywords: Inovasi Produk, Citra merek, Media Sosial, Minat
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 28 May 2022 03:23
Last Modified: 28 May 2022 03:23
URI: http://repository.mercubuana.ac.id/id/eprint/62035

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