Innovative: Journal Of Social Science Research
Vol. 4 No. 2 (2024): Innovative: Journal Of Social Science Research

Pengaruh Citra Merek, Electronic - Word of Mouth dan Brand Ambassador Terhadap Keputusan Pembelian Skincare Somethinc Di Marketplce Shopee (Studi Kasus Pada Masyarakat Semarang)

Hermawati, Metha Ade (Unknown)

Article Info

Publish Date
31 Mar 2024

Abstract

Tujuan studi ini dengan memanfaatkan metode kuantitatif untuk memastikan pengaruh citra merek, electronic – word of mouth dan brand ambasador terhadap keputusan pembelian skincare somethinc di shopee. Populasi yang digunakan yaitu masyarakat Semarang berusia 11 – 40 tahun, pernah menggunakan dan membeli produk somethic di shopee. Responden dalam studi ini berjumlah 100. Pengujian menggunakan SPSS 27 menunjukkan bahwa citra merek dan electronic – word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian skincare somethinc di shopee. Sedangkan variabel brand ambassador tidak berpengaruh terhadap keputusan pembelian skincare somethinc di shopee.

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Journal Info
Innovative: Journal Of Social Science Research
Website

Abbrev

Innovative

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

Description

Innovative: Journal Of Social Science Research is a journal managed by Universitas Pahlawan Tuanku Tambusai which bridges researchers to publish research results in all scientific fields (multidiscipline). This includes the fields of education, health, law, economics, IT (Informatics Engineering), ...