Pengaruh Media Sosial Terhadap Minat Beli Konsumen Wardah Kosmetik di Surabaya dengan Mediasi Sikap Merek

Astutik, Yuli (2018) Pengaruh Media Sosial Terhadap Minat Beli Konsumen Wardah Kosmetik di Surabaya dengan Mediasi Sikap Merek. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this study is to determine the influence of social media on the buying interest of consumers in cosmetics in surabaya by mediating brand attitude. The number of respondents from this study is 100 respondents, data analysis technique are used pls (partial least square). The result of the study explained that social media had a significant in direct effect on buying interest, social media had a positive influence on brand attitudes, brand attitudes had a significant effect on consumers buying interest in cosmetic wardah, and brand attitudes could parcially mediate social media toward consumers” buying interest in cosmetics. The result of this study are expected to make the community more aware of the usefulness of social media more effectively and efficiently in the cosmetics divition in surabaya. So that consumers do not need to be afraid of the information provided and travel time to make a purchase. Keywords: Social Media, Brand Attitude, Buying Interest

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 03 Dec 2019 09:01
Last Modified: 03 Dec 2019 09:01
URI: http://eprints.perbanas.ac.id/id/eprint/4369

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