PENGARUH BRAND IMAGE, ELECTLORONIC WORD OF MOUTH DAN BEAUTY VLOGGER TERHADAP PURCHASE INTENTION PRODUK KOSMETIK L’OREAL

VATMA, YULIA (2020) PENGARUH BRAND IMAGE, ELECTLORONIC WORD OF MOUTH DAN BEAUTY VLOGGER TERHADAP PURCHASE INTENTION PRODUK KOSMETIK L’OREAL. S1 thesis, Universitas Mecu Buana Jakarta-Menteng.

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Abstract

The main objective of this study was to examine and analyze the effect of Brand Image, Electronic Word Of Mouth and Beauty Vlogger on the interest in buying L'Oreal cosmetic products using a quantitative descriptive approach. The data in the study were obtained from 280 respondents of L'Oréal Group employees. Data analysis in this study used an method of structural equation modeling (SEM), namely partial least square (PLS). The first stage in this study was to test the validity of the questions for each variable along with its reliability. The second stage examines the relationship between Brand Image, Electronic Word Of Mouth and Beauty Vlogger on interest in buying L'Oreal cosmetic products. The results of this study stated that the variable Brand Image, Electronic Word Of Mouth and Beauty Vlogger had a positive and significant effect on Purchase Intention.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43116110502
Uncontrolled Keywords:	Brand Image, Electronic Word Of Mouth, Beauty Vlogger and Purchase Intention, Brand Image, Electronic Word Of Mouth, Beauty Vlogger dan Minat beli produk kosmetik L’Oreal
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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Priyo Raharjo
Date Deposited:	10 Sep 2022 02:44
Last Modified:	10 Sep 2022 02:44
URI:	http://repository.mercubuana.ac.id/id/eprint/68942

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