PENGARUH DIGITAL MARKETING, BRAND AMBASSADOR, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING PADA PLATFORM E-COMMERCE SHOPEE (STUDI KASUS PADA MAHASISWA KOTA MADIUN)

Syafitri, Olivia Eka (2024) PENGARUH DIGITAL MARKETING, BRAND AMBASSADOR, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING PADA PLATFORM E-COMMERCE SHOPEE (STUDI KASUS PADA MAHASISWA KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aimed to determine the influence of Digital Marketing, Brand Ambassador, and Online Customer Review towards Purchasing Decisions for Scarlett Whitening Skincare Products on the Shopee E-Commerce Platform in Madiun City. The type of research used in this study was a quantitative approach, while the analysis tool used was SPSS version 25. Sampling in this study used Purposive Sampling. The sample used was 385 respondents. Based on the results of statistical testing, it shows: (1) Digital marketing has a positive and significant effect towards purchasing decisions for scarlett whitening skincare products on the shopee e-commerce platform in Madiun City; (2) Brand ambassadors have a positive and significant effect towards purchasing decisions for scarlett whitening skincare products on the shopee e-commerce platform in Madiun City; (3) Online customer reviews have a positive and significant effect towards purchasing decisions for Scarlett Whitening skincare products on the Shopee e-commerce platform in Madiun City. Keywords: Digital Marketing, Brand Ambassador, Online Customer Review, Purchasing Decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Digital Marketing, Brand Ambassador, Online Customer Review, Purchasing Decisions.
Subjects: A Social Sciences > HC Economic History and Conditions
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SYAFITRI EKA OLIVIA
Date Deposited: 07 Oct 2024 05:23
Last Modified: 07 Oct 2024 05:23
URI: http://eprint.unipma.ac.id/id/eprint/2203

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