NINGSIH, DWI (2022) The Effect of Electronic Word of Mouth (E-WOM) and Brand Awareness On Scarlett Whitening Buying Interest (Case Study of Social Media Users). Sarjana thesis, Universitas Muria Kudus.

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Abstrak

This study aims to analyze the effect of electronic word of mouth (E-WOM) and brand awareness on scarlett whitening buying interest (case study of social media users). The variables proposed are E-WOM and brand awareness as the independent variable, and buying interest as the dependent variable. The type of this research is descriptive quantitative which aims to describe the characteristics of a situation with an objective approach, including the collection and analysis of quantitative data and using statistical testing. The number of respondents in this study were 97 respondents, data collection was carried out by distributing online questionnaires. Sampling used non-probability sampling method with purposive sampling technique which was processed using SPSS version 26 program. The results showed that the E-WOM and brand awareness variables proved to have a positive and significant effect on Scarlett Whitening buying interest. Variable E-WOM and brand awareness partially have a positive and significant effect on Scarlett Whitening buying interest.

Item Type:	Skripsi/ Thesis (Sarjana)
Dosen Pembimbing:	Dosen Pembimbing 1: Dina Lusianti., S.E., M.M. AAK Dosen Pembimbing 2: Etni Marliana., S.E., M.GES
Kata Kunci:	Electronic word of mouth (E-WOM), brand awareness, buying interest
Subjects:	Ilmu-ilmu Sosial > Teori Ekonomi > Ekonomi sebagai ilmu. Hubunugan dengan subjek lain Ilmu-ilmu Sosial > Teori Ekonomi
Program Studi:	Fakultas Ekonomi > Manajemen (S1)
Depositing User:	Mr Firman Al Mubaroq
Date Deposited:	02 Dec 2022 21:55
Last Modified:	02 Dec 2022 21:55
URI:	http://eprints.umk.ac.id/id/eprint/16888

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