PENGARUH PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK AVOSKIN DI JAKARTA MELALUI KESADARAN MEREK

Angkasa, Cindy Lawrence (2024) PENGARUH PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK AVOSKIN DI JAKARTA MELALUI KESADARAN MEREK. Skripsi thesis, Universitas Tarumanagara.

Text Cindy Lawrence Angkasa 115210062 JA.pdf Download (1MB)

Abstract

(A) CINDY LAWRENCE ANGKASA (115210062)
(B) INFLUENCE OF PRICE PERCEPTION AND ELECTRONIC WORD OF
MOUTH ON PURCHASE DECISION ON AVOSKIN PRODUCT IN
JAKARTA THROUGH BRAND AWARENESS
(C) XIV + 88 Pages, 30 Tables, 6 Pictures, 12 Attachment
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to examine the influence of price perception and
electronic word of mouth on purhcase decisions, as well as to evaluate the
role of brand awareness as a mediator between electornic word of mouth
and purchase decisions. The sample consists of 222 Avoskin customers in
Jakarta. A purposive sampling method was applied, collecting data through
online quistionnaires, which were then analyzed using the PLS-SEM
method. The results of this study indicate that brand awareness, electronic
word of mouth, and price perception positively influence purchasing
decisions. Furthermore, electronic word of mouth also positively influences
brand awareness.
(F) References 63 (2014-2024)
(G) Dr. Cokki, S.E., M.M.

(A) CINDY LAWRENCE ANGKASA (115210062)
(B) PENGARUH PERSEPSI HARGA DAN ELECTRONIC WORD OF
MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK
AVOSKIN DI JAKARTA MELALUI KESADARAN MEREK
(C) XIV + 88 Halaman, 30 Tabel, 6 Gambar, 12 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk menguji pengaruh persepsi harga,
dan electronic word of mouth terhadap keputusan pembelian serta menguji
peran kesadaran merek sebagai mediasi antara electronic word of mouth
dengan keputusan pembelian. Sampel penelitian terdiri dari 222 pelanggan
Avoskin di Jakarta. Metode purposive sampling diterapkan dengan
mengumpulkan data melalui kuesioner online lalu dianalisis menggunakan
metode PLS-SEM. Hasil dari penelitian ini adalah kesadaran merek,
electronic word of mouth, dan persepsi harga memiliki pengaruh positif
terhadap keputusan pembelian. Selain itu, electronic word of mouth juga
memiliki pengaruh positif terhadap kesadaran merek.
(F) Daftar Acuan 63 acuan (2014-2024)
(G) Dr. Cokki, S.E., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	10 Jun 2025 03:47
Last Modified:	10 Jun 2025 03:47
URI:	https://repotest.untar.ac.id/id/eprint/47034

Actions (login required)

View Item