Pengaruh Electronic Word of Mouth, Brand Image, dan Brand Trust terhadap Purchase Intention Produk Facetology pada Gen Z di TikTok

Irmawati, Ely (2024) Pengaruh Electronic Word of Mouth, Brand Image, dan Brand Trust terhadap Purchase Intention Produk Facetology pada Gen Z di TikTok. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) ELY IRMAWATI (115210423)
(B) THE INFLUENCE OF ELECTRONIC WORD OF MOUTH,
BRAND IMAGE, AND BRAND TRUST ON PURCHASE INTENTION OF FACETOLOGY PRODUCTS AMONG GEN Z
ON TIKTOK
(C) XV + 85 Pages, 24 Tables, 11 Pictures, 12 Attachment
(D) MARKETING MANAGEMENT
(E) Abstract: This research aims to determine the influence of e-wom,
brand image, and brand trust on the purchase intention of Facetology products among Gen Z on TikTok. The sample in this study consists of 245 Gen Z TikTok users who are familiar with
Facetology products in Jakarta. The sampling in this study used purposive sampling technique. The data in this study were obtained from questionnaires distributed online using Google Forms and
then analyzed with SmartPLS. The results of this study indicate that
e-WOM has a positive and significant influence on purchase
intention, brand image has a positive and significant influence on
purchase intention, and brand trust has a positive and significant
influence on purchase intention.
(F) References 81 (2004-2024)
(G) Sanny Ekawati, S. E., M. M.

(A) ELY IRMAWATI (115210423)
(B) PENGARUH ELECTRONIC WORD OF MOUTH, BRAND
IMAGE, DAN BRAND TRUST TERHADAP PURCHASE
INTENTION PRODUK FACETOLOGY PADA GEN Z DI TIKTOK
(C) XV + 85 Halaman, 24 Tabel, 11 Gambar, 12 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini memiliki tujuan untuk mengetahui pengaruh
e-wom, brand image, dan brand trust terhadap purchase intention produk Facetology pada Gen Z di TikTok. Sampel dalam penelitian
ini sebanyak 245 Gen Z pengguna Tiktok yang mengetahui produk
Facetology di Jakarta. Pengambilan sampel pada penelitian ini menggunakan teknik purposive sampling. Data pada penelitian ini diperoleh dari kuesioner yang disebarluaskan secara online dengan
menggunakan google-form kemudian dianalisis dengan SmartPLS.
Hasil penelitian ini adalah e-wom memiliki pengaruh yang positif
dan signifikan terhadap purchase intention, brand image memiliki
pengaruh yang positif dan signifikan terhadap purchase intention
dan brand trust memiliki pengaruh yang positif dan signifikan terhadap purchase intention.

(F) Daftar Acuan 81 acuan (2004-2024)
(G) Sanny Ekawati, 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:	11 Jun 2025 04:45
Last Modified:	11 Jun 2025 04:45
URI:	https://repotest.untar.ac.id/id/eprint/47100

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