Iman, Dariya Salsabila (2024) Pengaruh Sosial Media Marketing, Kesadaran Merek, Dan Kepercayaan Pelanggan, Terhadap Niat Beli Dan Loyalitas Pelanggan Produk Skintific Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study examines the relationship between social media marketing, brand awareness, customer trust, brand awareness, customer trust, purchase intention, and customer loyalty for skintific products. This type of research uses quantitative research through a consumer survey approach. The sampling technique used is purposive sampling. Data collection was carried out by survey method via google form filled in by respondents. The research sample used was 156 respondents who had bought and used Skintific products. In this study, the test used in statistical analysis is hypothesis testing with PLS-SEM (Partial Least Square Structural Equation Modeling) software and WarpPLS 7.0. Based on the management results, (1) Social Media Marketing has a significant effect on Brand Awareness; (2) Social Media Marketing has a significant effect on Consumer Trust: (3) Brand awareness has a significant effect on Customer Loyalty; (4) Consumer Trust has a significant effect on Customer Loyalty; and (5) Social Media Marketing has a significant effect on Purchase Intention. Keywords: Social Media Marketing, Brand Awareness, Customer Trust, Purchase Intention, Customer Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | IMAN DARIYA SALSABILA |
| Date Deposited: | 26 Jun 2024 03:47 |
| Last Modified: | 26 Jun 2024 03:47 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12516 |
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