CD Skripsi

Pengaruh Social Media Marketing Dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Dengan Brand Awareness Sebagai Variabel Mediasi Pada Produk Avoskin Di Pekanbaru

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ABSTRACT
This study aims to examine the impact of Social Media Marketing (SMM) and Electronic Word Of Mouth (E-WOM) on the Purchasing Decision of Avoskin products in the Pekanbaru area, by testing the mediating role of Brand Awareness. Adopting a quantitative approach, this research involved 100 respondents who are Avoskin consumers in Pekanbaru, with data collected through questionnaires and analyzed using SPSS software. The key findings indicate that SMM and E-WOM both have a direct, positive, and significant contribution to Purchasing Decisions. Furthermore, these two independent variables were also found to have a positive and significant effect on the formation of Brand Awareness. The significance of Brand Awareness as a predictor of Purchasing Decisions was also positively confirmed. Crucially, path analysis revealed that Brand Awareness significantly mediates the relationship between SMM and E-WOM with Purchasing Decisions. The overall regression model showed that the combination of SMM, E-WOM, and Brand Awareness explains 77.8% of the variability in Purchasing Decisions, underscoring the strategic imperative of integrated digital marketing to strengthen brand equity and facilitate consumer decision-making processes in the skincare industry.
Keywords: Social Media Marketing, Electronic Word Of Mouth, Brand Awareness, Purchase Decision, Avoskin.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102126017

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102126017

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

daus

Versi lain/terkait

Lampiran Berkas

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