Pricila, Agnez (2024) PENGARUH BRAND LOYALTY, BRAND AWARENESS DAN ELECTRONIV WORD OF MOUTH TERHADAP PURCHASE INTENTION KONSUMEN SCARLETT WHITENING DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract: This research investigates the influence of brand loyalty, brand awareness, and electronic word-of-mouth (EWOM) on the purchase intention of Scarlett Whitening products among consumers in Jakarta. Using Partial Least Square - Structural Equation Modeling (PLS-SEM) for analysis, the results confirm all hypotheses, demonstrating the essential roles these factors play in driving consumer purchasing decisions. This study contributes to a deeper understanding of consumer behavior in the competitive beauty market in Jakarta.

Abstrak: Penelitian ini menganalisis pengaruh brand loyalty, brand awareness dan electronic word-of-mouth (EWOM) terhadap purchase intention produk Scarlett Whitening di kalangan konsumen di Jakarta. Menggunakan analisis Partial Least Square - Structural Equation Modeling (PLS-SEM), hasilnya mengonfirmasi semua hipotesis, menunjukkan peran penting ketiga faktor ini dalam mendorong keputusan pembelian konsumen. Studi ini berkontribusi pada pemahaman yang lebih dalam tentang perilaku konsumen di pasar kecantikan yang kompetitif di Jakarta.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 22 May 2025 07:42
Last Modified: 22 May 2025 07:42
URI: https://repotest.untar.ac.id/id/eprint/46890

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