Astutik, Yuli (2019) Pengaruh Media Sosial Terhadap Minat Beli Konsumen Wardah Kosmetik Di Surabaya Dengan Mediasi Sikap Merek. Undergraduate thesis, STIE Perbanas Surabaya.
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ARTIKEL ILMIAH.pdf Download (1MB) | Preview |
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COVER.pdf Download (1MB) | Preview |
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BAB I PENDAHULUAN.pdf Download (439kB) | Preview |
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BAB II TINJAUAN PUSTAKA.pdf Download (802kB) | Preview |
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BAB III METODE PENELITIAN.pdf Restricted to Registered users only Download (471kB) |
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BAB IV GAMBARAN SUBJEK PENELITIAN DAN ANALISIS DATA.pdf Restricted to Registered users only Download (804kB) |
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BAB V PENUTUP dan DAFTAR PUSTAKA.pdf Download (426kB) | Preview |
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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. Keyword: Social Media, Brand Attitude, Buying Interest
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 23 Sep 2019 02:02 |
| Last Modified: | 23 Sep 2019 02:02 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/4668 |
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