PENGARUH BRAND AWARENESS, E-WOM, DAN BRAND AMBASADOR TERHADAP MINAT PEMBELIAN PADA PRODUK SOMETHINC (Studi Pada Minat Beli Milenial Terhadap Produk Somethinc di Jakarta Barat)

NATALIA, MARIA (2024) PENGARUH BRAND AWARENESS, E-WOM, DAN BRAND AMBASADOR TERHADAP MINAT PEMBELIAN PADA PRODUK SOMETHINC (Studi Pada Minat Beli Milenial Terhadap Produk Somethinc di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of Brand Awareness, EWOM, and Brand Ambassador on Purchase Interest in Somethinc products in the city of West Jakarta. This type of research is quantitative research using primary data. This research method was carried out by analysis using Partial Least Square (Smart-PLS) software version 3.0 with a population of millennial consumers of Somethinc products in the city of West Jakarta, taken as many as 130 respondents using a purposive sampling method. The data analysis method in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool version 4.0. The results of this research prove that Brand Awareness and E-WOM influence consumer purchasing interest, while Brand Ambassador has no influence on consumer purchasing interest in Somethinc products in the West Jakarta area. Keywords: Brand Awareness, E-WOM, Brand Ambassador and Purchase Intention. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Awareness, EWOM, dan Brand Ambassador terhadap Minat Pembelian pada produk Somethinc di kota Jakarta Barat. Jenis penelitian ini merupakan penelitian Kuantitatif dengan mengunakan data primer. Metode penelitian ini dilakukan dengan analisis memakai software Partial Least Square (Smart-PLS) versi 3.0 dengan populasi konsumen milenial produk Somethinc di kota Jakarta Barat, diambil sebanyak 130 responden dengan metode purposive sampling. Metode analisis data pada penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS versi 4.0. Hasil penelitian ini membuktikan bahwa Brand Awareness, dan E-WOM berpengaruh terhadap Minat Pembelian konsumen sedangkan Brand Ambassador tidak berpengaruh terhadap Minat Pembelian konsumen pada produk Somethinc di Wilayah Jakarta Barat. Kata Kunci : Brand Awareness, E-WOM, Brand Ambassador dan Minat Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 475
NIM/NIDN Creators:	43120010377
Uncontrolled Keywords:	Brand Awareness, E-WOM, Brand Ambassador dan Minat Pembelian.
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 641 Food and Drink/Makanan dan Minuman > 641.2 Beverages, Drinks/Minuman 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	20 Jan 2025 08:29
Last Modified:	20 Jan 2025 08:29
URI:	http://repository.mercubuana.ac.id/id/eprint/93645

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