CD Skripsi

Pengaruh Electronic Word Of Mouth Dan Viral Marketing Terhadap Brand Trust Dan Keputusan Pembelian Pada Produk Avoskin Di Kota Pekanbaru

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ABSTRACT
This research was conducted to determine the effect of electronic word of mouth and viral marketing on brand trust and purchasing decisions on Avoskin products in Pekanbaru City. The research population is all people who buy and use Avoskin products in Pekanbaru City, whose number is unknown, with a total sample of 140 respondents. Sampling using non-probability sampling and purposive sampling for sample collection. Research data was collected using a questionnaire. In terms of data analysis, this study used path analysis with the Statistical Package for Social Science (SPSS) 25 software. The results showed that electronic word of mouth and viral marketing had an effect on brand trust on Avoskin products in Pekanbaru City, electronic word of mouth and viral marketing influences purchase decisions on Avoskin Products in Pekanbaru City, brand trust influences purchasing decisions on Avoskin products in Pekanbaru City, and brand trust can mediate electronic word of mouth and viral marketing on purchasing decisions on Avoskin products in Pekanbaru City.

Keyword: electronic word of mouth, viral marketing, brand trust, purchasing decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902124115

Penerbit

PEKABARU : Universitas Riau - FEB - Manejemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902124115

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat Hidayat Syahputra

Versi lain/terkait

Lampiran Berkas

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