The influence of electronic word of mouth toward purchase intention through brand image among female customers on the face shop cosmetic products in Surabaya

Tauran, Catherina Estherita Veidini (2019) The influence of electronic word of mouth toward purchase intention through brand image among female customers on the face shop cosmetic products in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In this era, business cosmetics is one of the fastest growing businesses in Indonesia and cosmetics are not only used as a tool to make customer looks beautiful but also can be used as a lifestyle to clarify the identity of its consumers in the community. Buying cosmetic online and offline now has become the choice of consumers when they have free time, because in the selection of cosmetics very much consideration. The population of this study is over 17 years and above and has never bought cosmetics at The Face Shop. The sampling used in this research is nonprobability sampling and sampling is using purposive sampling technique. The sample amounted to 150 respondents, namely women. The data analysis technique used in the study was SEM (structural equation modeling). The test results show that electronic word of mouth has an influence on purchase intention, electronic word of mouth has an influence on brand image and brand image has an influence on purchase intention. Electronic word of mouth has an influence on purchase intention through a brand image. In this research, there are suggestions that can be given by the researcher, namely that The Face Shop continues to add information and advertising to consumers through the internet and provides rewards to consumers who help promote The Face Shop products. As academic advice, it is expected that subsequent research uses other variables such as brand awareness, brand equity, quality and promotion.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Brand image, electronic word of mouth, purchase intention
Subjects: Business
Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 7212 not found.
Date Deposited: 13 Jul 2019 04:40
Last Modified: 13 Jul 2019 04:40
URI: http://repository.wima.ac.id/id/eprint/19341

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