CD Skripsi

Pengaruh Penggunaan Iklan Dan Electronic Word Of Mouth Di Aplikasi Tiktok Melalui Citra Merek Terhadap Keputusan Pembelian Produk Skincare Scarlett Whitening Di Kota Pekanbaru

---

ABSTRACT
This study aims to determine the influence of the use of Advertising and Electronic Word of Mouth in Tiktok application through Brand Image on Purchasing Decisions for Scarlett Whitening skincare products in Pekanbaru City. The population in this study are consumers of Scarlett Whitening skincare products in Pekanbaru City who use Tiktok. The sample in this study amounted to
100 samples using the purposive sampling method. Primary data was collected by questionnaire as an instrument to prove the results of the research, to test the hypothesis in this study is using path analysis with SPSS version 25.0.
The results showed that : 1) Advertising in Tiktok application has a positive and insignificant effect on Brand Image of Scarlett Whitening skincare products in Pekanbaru City, 2) e-WOM in Tiktok application has a positive and significant effect on Brand Image of Scarlett Whitening skincare products in Pekanbaru City, 3) Advertising in Tiktok application has a positive and significant effect on Purchasing Decision of Scarlett Whitening skincare products in Pekanbaru City, 4) e-WOM in Tiktok application has a positive and significant effect on Purchasing Decision of Scarlett Whitening skincare products in Pekanbaru City, 5) Brand Image has a positive and significant effect on Purchasing Decision of Scarlett Whitening skincare products in Pekanbaru City,
6) Advertising in Tiktok application through Brand Image has no significant effect on Purchasing Decision of Scarlett Whitening skincare products in Pekanbaru City, 7) e-WOM in Tiktok application through Brand Image has a positive and significant effect on Purchasing Decision of Scarlett Whitening skincare products in Pekanbaru City .
Keywords : Advertising, Electronic Word of Mouth, Brand Image, Purchase
Decision

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

1802111553

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

1802111553

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar