Pengaruh Celebrity Endorser, Citra Merek, Affiliate Marketing dan E-WOM Terhadap Keputusan Pembelian Produk Skincare Skintific (Studi Kasus Konsumen di Ponorogo Olshop Murah)

Anggita, Dian Rahmawati (2024) Pengaruh Celebrity Endorser, Citra Merek, Affiliate Marketing dan E-WOM Terhadap Keputusan Pembelian Produk Skincare Skintific (Studi Kasus Konsumen di Ponorogo Olshop Murah). S1 thesis, Universitas PGRI Madiun.

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Abstract

Skintific has various skincare products ranging from moisturizers, serums, to sunscreens. Skintific has products for various skin types such as normal, oily, sensitive, acne-prone or bumpy, dry, textured, and dull skin. This study aims to determine the influence of celebrity endorsers, brand image, affiliate marketing and E-WOM on purchasing decisions of skintific skincare products in Ponorogo Olshop Murah. This study uses a Quantitative research method. The population of this study was 384 Ponorogo Olshop Murah consumers through a questionnaire. The results of this study prove that 1) The influence of celebrity endorsers on purchasing decisions for Skintific skincare products is significant, 2) The influence of brand image on purchasing decisions for Skintific skincare products is significant, 3) The influence of affiliate marketing on purchasing decisions for Skintific skincare products is significant, 4) The influence of e-WOM on purchasing decisions for Skintific skincare products is significant.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: celebrity endorsers, brand image, affiliate marketing and E-WOM purchasing decisions
Subjects: A Social Sciences > HB Economic Theory
A Social Sciences > HC Economic History and Conditions
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: RAHMAWATI DIAN ANGGITA
Date Deposited: 05 Oct 2024 02:49
Last Modified: 05 Oct 2024 02:49
URI: http://eprint.unipma.ac.id/id/eprint/2206

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