Effendi, Revika Putri (2025) HUBUNGAN ANTARA ELECTRONIC-WORD OF MOUTH DAN BRAND IMAGE DENGAN REPURCHASE INTENTION SKINCARE X PADA PEREMPUAN DEWASA AWAL DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Perempuan dewasa awal merupakan kelompok usia yang suka bereksplorasi dan bereksperimen, khususnya dalam pembelian skincare. Skincare telah menjadi kebutuhan penting, sehingga seringkali timbul Repurchase Intention. Penelitian ini bertujuan untuk menganalisis hubungan antara Electronic-Word of Mouth dan Brand Image terhadap Repurchase Intention pada pengguna Perempuan dewasa awal berusia 18 hingga 25 Tahun. Penelitian ini menggunakan pendekatan Kuantitatif non-eksperimental dengan desain korelasional. Teknik sampling yang digunakan adalah non-probability sampling dengan metode purposive sampling, dan penentuan sampling menggunakan software G-Power 3.1. Instrumen penelitian meliputi Measuring Customer Response to Word of mouth Messages on Social Media, Scale Factor Affecting Consumers’ repurchase intention toward skin care, Skincare Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations. Hasil penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan dengan kekuatan sedang pada Electronic-Word Of Mouth terhadap Repurchase Intention dan kekuatan kuat Brand Image terhadap Repurchase Intention. 144 Responden memberikan kontribusi untuk memahami kondisi Perempuan dewasa awal dalam membuat niat membeli kembali skincare di era teknologi yang semakin canggih. Young adult women are a group that likes to explore and experiment, especially when it comes to purchasing skincare products. Skincare has become an important necessity, often leading to repurchase intention. This study aims to analyze the relationship between Electronic-Word of Mouth and Brand Image on Repurchase Intention among young adult women aged 18 to 25 years. This study employs a non- experimental quantitative approach with a correlational design. The sampling technique used is non-probability sampling with a purposive sampling method, and the sampling determination uses G-Power 3.1 software. The research instruments include Measuring Customer Response to Word of Mouth Messages on Social Media, Scale Factors Affecting Consumers' Repurchase Intention toward Skincare, and Skincare Brand Image Scale Capturing Cognitive, Sensory, and Affective Associations. The results of the study indicate that there is a positive and significant relationship with moderate strength between Electronic Word of Mouth and Repurchase Intention, and a strong relationship between Brand Image and Repurchase Intention. The 144 respondents contributed to understanding the conditions of young adult women in making repurchase intentions for skincare products in an era of increasingly advanced technology.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 46121010124 |
| Uncontrolled Keywords: | Perempuan Dewasa Awal, Skincare, Electronic-Word of Mouth, Brand Image, Repurchase Intention. Young Adult Women, Skincare, Electronic Word of Mouth, Brand Image, Repurchase Intention. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 04 Sep 2025 06:59 |
| Last Modified: | 04 Sep 2025 06:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97453 |
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