Harvi, Salsabilah (2024) Pengaruh Viral Marketing, Word of Mouth, dan Brand Awareness terhadap Keputusan Pembelian Skincare di E-Commerce pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. (The Influence of Viral Marketing, Word of Mouth, and Brand Awareness on Skincare Purchasing Decisions in E-Commerce among Management Study Program Students at the University of 17 August 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Based on the 2021 Central Statistics Agency (BPS) E-Commerce Survey, as many as 63.52 percent of e-commerce business respondents have used internet services for digital marketing, either through social media or marketplaces. Ecommerce has become a means to meet the needs of society, especially students, including skincare needs. The development of the skincare business is increasingly rapid, making companies more aggressive in developing innovations in skincare products to produce products that are superior to competitors' products. This research aims to test and analyze the influence of viral marketing, Word of Mouth, and brand awareness on skincare purchasing decisions in E-commerce among Management Study Program Students at the University of 17 August 1945 Surabaya. This study uses a quantitative approach. The sampling technique in this research was carried out using a probability sampling approach with a sample of 103 respondents who had purchased skincare on e-commerce. The data analysis used is instrument testing, classical assumption testing, multiple linear regression testing, hypothesis testing and coefficient of determination (R2). The results of this research show that the viral marketing variable has a significant influence on the decision to purchase skincare in e-commerce, word of mouth does not have a significant effect on skincare purchasing decisions in ecommerce, brand awareness has a significant influence on the decision to purchase skincare in e-commerce, and viral marketing, word of mouth, brand awareness simultaneously have a significant influence on skincare purchasing decisions in ecommerce.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | viral marketing, word of mouth, brand awareness, purchasing decisions, skincare, e-commerce. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000191 Salsabilah Harvi |
| Date Deposited: | 24 Jul 2024 07:46 |
| Last Modified: | 26 Jul 2024 02:05 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/29590 |
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