PENGARUH ELECTRONIC WORD OF MOUTH, PROMOSI DAN BRAND LOVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE THE ORIGINOTE

ARYANTI, MEGA FAUZIAH (2025) PENGARUH ELECTRONIC WORD OF MOUTH, PROMOSI DAN BRAND LOVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE THE ORIGINOTE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of Electronic word of mouth, promotion, and Brand Love on purchase decisions for The Originote skincare products. The study population consists of consumers who use The Originote skincare. The sample includes 105 respondents. The analytical method used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. The results show that two variables, namely Electronic word of mouth and Brand Love, have a positive and significant effect on Purchase Decisions. Meanwhile, the Promotion variable has a positive but not significant effect on Purchase Decisions. Keywords: Electronic word of mouth, Promotion, and Brand Love, Purchasing Decision Penelitian ini bertujuan untuk menganalisis pengaruh Electronic word of mouth, promosi, dan Brand Love terhadap keputusan pembelian pada produk skincare The Originote. Populasi penelitian adalah konsumen pengguna Skincare The Originote. Sampel berjumlah 105 (seratus lima) responden. Metode analisa yang digunakan pada penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukkan bahwa terdapat dua variabel, yaitu Electronic word of mouth dan Brand Love, yang berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Sementara itu, variabel Promosi memiliki pengaruh yang positif namun tidak signifikan terhadap Keputusan Pembelian. Kata Kunci: Electronic word of mouth, Promosi, dan Brand Love Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 271
NIM/NIDN Creators:	43121010078
Uncontrolled Keywords:	Electronic word of mouth, Promosi, dan Brand Love Keputusan Pembelian.
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	10 Sep 2025 04:37
Last Modified:	10 Sep 2025 04:37
URI:	http://repository.mercubuana.ac.id/id/eprint/97615

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