Maharani, Fadilla Riska (2024) Pengaruh Electronic Word of Mouth, Brand Image, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kosmetik Luxcrime di Surabaya Timur. (The Influence of Electronic Word of Mouth, Brand Image, and Product Quality on the Purchase Decision of Luxcrime Cosmetic Products in East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The beauty industry in Indonesia is experiencing rapid development. So that makes cosmetics and skincare the main needs for Gen Z, especially women. This happens because of technological developments and lifestyle trends to have healthy, clean and bright skin which makes beauty or appearance one of the main things and will also increase a person's self-confidence. This can also be seen from the increasing number of cosmetics from various brands entering the market. This means that all cosmetic companies need to develop, compete and innovate to meet customer needs. The population in this study were people living in East Surabaya who had used Luxcrime cosmetic products, selected using a purposive sampling method, where the sample taken was 100 respondents. This research is quantitative research using a questionnaire in the form of a Google form as the instrument. The analysis techniques in this research are validity test, reliability test, linearity test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, t test (partial), F test (simultaneous), and coefficient of determination test (R^2 ). The results of the analysis of the t test (partial) in this study stated that individually the variables electronic word of mouth, brand image, product quality had an influence on the decision to purchase Luxcrime cosmetic products in East Surabaya. Meanwhile, the results of the F test (simultaneous) showed that together the variables electronic word of mouth, brand image, product quality had an influence on the decision to purchase Luxcrime cosmetic products in East Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Electronic Word of Mouth, Brand Image, Product Quality, Purchasing Decisions |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000064 Fadilla Riska Maharani |
| Date Deposited: | 04 Dec 2024 04:26 |
| Last Modified: | 04 Dec 2024 04:26 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32012 |
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