Pengaruh Kualitas Produk, E-WOM dan Brand Ambassador Terhadap Minat Beli Skincare Lokal Indonesia (Studi Kasus pada Pengguna Skincare Lokal Pond’s, WhiteLab, Somethinc dan Scarlett Whitening) (The Influence of Product Quality, E-WOM and Brand Ambassadors on Interest in Buying Indonesian Local Skincare (Case Study on Pond's, WhiteLab, Somethinc and Scarlett Whitening Local Skincare Users))

Izza, Deby Nurul (2022) Pengaruh Kualitas Produk, E-WOM dan Brand Ambassador Terhadap Minat Beli Skincare Lokal Indonesia (Studi Kasus pada Pengguna Skincare Lokal Pond’s, WhiteLab, Somethinc dan Scarlett Whitening) (The Influence of Product Quality, E-WOM and Brand Ambassadors on Interest in Buying Indonesian Local Skincare (Case Study on Pond's, WhiteLab, Somethinc and Scarlett Whitening Local Skincare Users)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

This study aims to prove and analyze the effect of Product Quality, E-WOM and Brand Ambassador had a significant effect toward Purchasing Interest of Indonesia Local Skincare (Case Study on Local Skincare Users Pond's, WhiteLab, Somethinc and Scarlett Whitening). This study took a sample of respondents from local skincare users with a total of 96 people. In its implementation, this study took primary data, namely by using a questionnaire. The analysis tool used is multiple regression analysis. The results of the analysis concluded that the variable of Product Quality (X1) and variable of E-WOM (X2) partially had a significant effect toward Purchasing Interest (Y). Meanwhile, the variable of Brand Ambassador (X3) partially has an insignificant effect toward Purchasing Interest (Y). The results of simultaneous testing showed that the variables used in this research model, namely Product Quality, E-WOM and Brand Ambassador had a significant effect toward Purchasing Interest of Indonesia Local Skincare (Case Study on Local Skincare Users Pond's, WhiteLab, Somethinc and Scarlett Whitening). Keywords: Product Quality, E-WOM (Electronic Word of Mouth), Brand Ambassador, Purchasing Interest, Skincare

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kata kunci : Kualitas Produk, E-WOM (Electronic Word of Mouth), Brand Ambassador, Minat Beli, Skincare.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1211800300 Deby Nurul Izza
Date Deposited: 23 Sep 2022 06:32
Last Modified: 23 Sep 2022 06:32
URI: http://repository.untag-sby.ac.id/id/eprint/19819

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