Listiana, Naswa Eka (2026) PENGARUH VARIASI PRODUK, INFLUENCER MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM) DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIP WARDAH PADA GENERASI Z DI KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.
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Abstract
Naswa Eka Listiana, 2026. The Influence of Product Variation, Influencer Marketing, Electronic Word of Mouth (e-WOM) and Brand Image on Purchasing Decisions of Wardah Lip products among Generation Z in Madiun City. Thesis. Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisor (I) Dr. Rizal Ula Ananta Fauzi, S.E., M,M.. Advisor (II) Rollis Ayu Ditasari, S,E., M,Ak. This study aims to analyze the influence of product variations, influencer marketing, electronic word of mouth (E-WOM), and brand image on purchasing decisions for Wardah lip products among Generation Z in Madiun City. This study uses a quantitative approach with a survey method by distributing questionnaires to respondents who are Generation Z users of Wardah lip products in Madiun City. The sampling technique used a purposive sampling method with a sample size of 384 respondents. The data obtained were analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the help of SmartPLS 4.0 software. The results of the study indicate that product variety, influencer marketing, electronic word of mouth (E-WOM), and brand image have a positive and significant effect on the purchasing decision of Wardah lip products among Generation Z in Madiun City. The results of simultaneous testing also show that the four independent variables together have a significant effect on purchasing decisions. The R-Square value of 0.561 indicates that product variety, influencer marketing, electronic word of mouth (E-WOM), and brand image are able to explain purchasing decisions by 56.1%, while the remaining 43.9% is explained by other factors outside the research model. These variables are important factors that consumers consider in making purchasing decisions for Wardah lip products. Therefore, the company needs to maintain and improve product variety, influencer marketing strategies, the quality of information circulating through E-WOM, and brand image to improve consumer purchasing decisions, especially Generation Z. Keywords: Product Variation, Influencer Marketing, Electronic Word of Mouth (E-WOM), Brand Image, Purchasing Decision.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci: Variasi Produk, Influencer Marketing, Electronic Word of Mouth (E-WOM), Citra Merek, Keputusan Pembelian. Keywords: Product Variation, Influencer Marketing, Electronic Word of Mouth (E-WOM), Brand Image, Purchasing Decision. |
| 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: | LISTIANA EKA NASWA |
| Date Deposited: | 26 Oct 2026 07:13 |
| Last Modified: | 26 Oct 2026 07:13 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10653 |
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