| dc.contributor.author | Andriani, Diah Fitri | |
| dc.date.accessioned | 2023-01-18T07:48:52Z | |
| dc.date.available | 2023-01-18T07:48:52Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/5690 | |
| dc.description | The purpose of this research is to find out the effect of social media and word of mouth on brandawareness and purchase decision ofDjovalyn. This research is quantitative research withpopulationof thisresearch thatis obtain fromDjovalyn consumers inFebruary 2020 toJanuary2021 as many as 44 people. Data collectedtechnique usesquestionnaireand data is analyze byusing Smart PLS(SEM). The result of this research shows that social media variable hassignificant effect onbrandawareness which means attractive social media can increase brandawareness.However, the different result that is found in social media variable does not effectsignificant ofpurchase decision. This thing is due to some communities are still doubtful of socialmedia such as instagramfor shoppingcomparedwith ecommerce.Word of mouth variable hassignificant effect on brand awareness and purchase decision.This thing means the strongerexistence of a brand in consumer's mind, thereforethe higher the consumers to consider or talkabout certain brand. | en_US |
| dc.description.abstract | Penelitian ini bertujuan guna mengetahui pengaruh media sosial danword of mouthterhadapbrandawarenessdan keputusan pembelian Djovalyn. Penelitian ini adalah penelitian kuantitatif denganpopulasi dari penelitian ini didapat dari konsumen Djovalyn pada bulan februari 2020–Januari2021 sebanyak 44 orang.Teknik pengumpulan data menggunakan kuesioner dandata dianalisismenggunakanSmart PLS(SEM).Hasil penelitian ini menunjukkan variabelmedia sosial memilikipengaruh signifikan terhadapbrand awarenessyang artinya media sosial yang menarik dapatmeningkatkanbrand awarenessNamun hasil yang berbeda terdapat pada variabel media sosialyang tidak berpengaruh signifikan terhadap keputusan pembelian. Hal ini dikarenakan beberapakalangan masih meragukan media sosial seperti instagram untuk berbelanja dibandingkan dengane-commerce. VariabelWord of mouthmemiliki pengaruh yang signifikan terhadapbrandawarenessdan keputusan pembelian.Hal ini berarti semakin kuat kehadiran suatu merek dalambenak konsumen, maka semakin tinggi kemungkinan konsumen untuk berpikir atau berbicaratentang merek tersebut. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | UNIVERSITAS CIPUTRA SURABAYA | en_US |
| dc.subject | Media Sosial | en_US |
| dc.subject | Word Of Mouth | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.title | PENGARUH MEDIA SOSIAL DAN WORD OF MOUTH TERHADAP BRAND AWARENESS DAN KEPUTUSAN PEMBELIAN DJOVALYN | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117180 | |
| dc.identifier.dosenpembimbing | Gladys Greselda Gosal | |
