Anggraini, Sinta Dewi (2024) Peran Citra Merek Memediasi Pengaruh Influencer Endorsement, Electronic Word of Mouth, dan Kualitas Produk terhadap Keputusan Pembelian Produk Skintific (Studi Kasus pada Konsumen Skintific di Surabaya Timur). (The Role of Brand Image Mediate The Influence of Influencer Endorsement, Electronic Word of Mouth, and Product Quality on Purchase Decision of Skintific Product (Case Study on Skintific Consumer in East Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research examines the relationship between brand image mediating the influence of influencer endorsement, electronic word of mouth, and product quality on purchasing decisions for Skintific products (case study of Skintific consumers in East Surabaya). Data collection was carried out using a questionnaire method which contained a list of questions regarding each variable studied. Respondents in this research were consumers of Skintific products who had purchased Skintific products who were domiciled in East Surabaya. The sample used in this research was 100 respondents. Data analysis in this research used the SmartPLS 3.0 program. Hypothesis testing using PLS is tested in two stages, namely the outer model and the inner model.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Influencer Endorsement, Electronic Word of Mouth, Product Quality, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000106 Sinta Dewi Anggraini |
| Date Deposited: | 23 Jul 2024 02:40 |
| Last Modified: | 23 Jul 2024 02:40 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/30810 |
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