PENGARUH AISAS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK WARDAH COSMETIC

ULFA, MAUREEN ANINDHITA (2017) PENGARUH AISAS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK WARDAH COSMETIC. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This thesis focusing on analyze the impact of using AISAS its impact on intention to buy Wardah Cosmetic product. This type of research use quantitative research and challenge the brand endorser variable into AISAS model. This model explained that at social media the AIDA model has been developed to AISAS model, where the user will search first the information before buy the product. The result of research showed that using brand endorser at social media could influence the intention to buy. And then with combination between social media and another media, it will help to become market leader. Key word: Brand Endorser, Social Media, AIDA, AISAS, Decision Making Process, Intention to Buy. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh AISAS terhadap keputusan pembelian produk Wardah kosmetik. Penelitian ini dilakukan secara kuantitatif dengan menguji variable dari brand endorser di sosial media ke dalam metode AISAS. Dalam model ini dijelaskan bahwa di dunia sosial media metode AIDA sudah berkembang menjadi AISAS. Hasil penelitian menunjukkan bahwa dengan menggunakan endorser di sosial media mampu mempengaruhi keinginan untuk membeli produk Wardah. Dengan kombinasi antara sosial media dan media iklan lainnya diharapkan bisa membantu Wardah tetap menjadi kosmetik pilihan konsumen. Kata kunci: Brand Endorser, Social Media, AIDA, AISAS, Decision Making Process, Keputusan Pembelian

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 17 051
Call Number:	TM/51/17/086
NIM/NIDN Creators:	55114120208
Uncontrolled Keywords:	Brand Endorser, Social Media, AIDA, AISAS, Decision Making Process, Keputusan Pembelian
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	20 Dec 2023 07:15
Last Modified:	20 Dec 2023 07:15
URI:	http://repository.mercubuana.ac.id/id/eprint/84831

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