Pengaruh Citra Merek, Variety Seeking dan Electronic Word of Mouth Terhadap Brand Switching Produk Kosmetik Lain Ke Produk Kosmetik Wardah (Studi Pada Masyarakat di Kota Madiun)

Purwaningsih, Monica Dyah (2024) Pengaruh Citra Merek, Variety Seeking dan Electronic Word of Mouth Terhadap Brand Switching Produk Kosmetik Lain Ke Produk Kosmetik Wardah (Studi Pada Masyarakat di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

ABSTRAK Monica Dyah Purwaningsih. 2024. Pengaruh Citra Merek, Variety Seeking dan Electronic Word of Mouth Terhadap Brand Swutching Produk Kosmetik Lain Ke Produk Kosmetik Wardah (studi pada masyarakat di Kota Madiun). Skripsi. Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas PGRI Madiun. Pembimbing (I) Dr. Rizal Ula Ananta Fauzi, S.E., M.M. (II) Indra Ayu Fatmala, S.E., M.M. The aim of this study was to determine the effect of brand image, variety seeking and electronic word of mouth towards brand switching of other cosmetic products to Wardah cosmetic products. This study used a quantitative method with a purposive sampling technique and involved 384 respondents as samples. Data analysis was carried out using SmartPLS software. The results of this study indicate: brand image has a positive and significant effect towards brand switching, variety seeking has a positive and significant effect towards brand switching, electronic word of mouth has a positive and significant effect towards brand switching.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Citra Merek, Variety Seeking, Electronic Word of Mouth, Brand Switching
Subjects: A Social Sciences > HB Economic Theory
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: PURWANINGS MONICA DYAH
Date Deposited: 04 Oct 2024 06:58
Last Modified: 04 Oct 2024 06:58
URI: http://eprint.unipma.ac.id/id/eprint/2127

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