| dc.contributor.author | Febrina, Yolanda | |
| dc.date.accessioned | 2026-03-04T07:04:30Z | |
| dc.date.available | 2026-03-04T07:04:30Z | |
| dc.date.issued | 2023-01-11 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9281 | |
| dc.description | This study aims to determine the role of the bandwagon effect as an intervening variable in the relationship between social media marketing and eWOM on the buying interest of Byfe Art Studio`s potential buyers. In this study there were 4 variables used and analyzed to know the relationship between variables including the mediation relationship. The variables are social media marketing, eWOM, bandwagon effect, and buying interest. Results of this analysis can later be used by Byfe Art Studio to improve social media marketing performance and increase potential buyers' buying interest. Researcher use a quantitative research. In this study, there were 179 people used as samples. Data analysis technique used is structural equation model with partial least square method (PLS-SEM) and tool used for data analysis instrument is SMARTPLS program. The results of this study are that social media marketing has an effect on eWOM, the formation of the bandwagon effect, and buying interest of potential buyers, eWOM has an effect on the formation of bandwagon effect but does not affect buying interest of potential buyers, bandwagon effect has an effect on buying interest and is able to mediate the relationship between eWOM and buying interest, but unable to mediate the relationship between social media marketing and potential buyers' buying interest | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk mengetahui peran bandwagon effect sebagai variabel intervening dalam hubungan social media marketing dan eWOM terhadap minat beli potential buyer Byfe Art Studio. Dalam penelitian ini terdapat 4 variabel yang digunakan dan dianalisis hubungan antar variabel termasuk hubungan mediasinya. Variabel yang dimaksud adalah social media marketing, eWOM, bandwagon effect, dan minat beli. Hasil analisis nantinya dapat digunakan Byfe Art Studio untuk meningkatkan performa pemasaran media sosial dan meningkatkan minat beli potential buyer. Peneliti menggunakan jenis penelitian kuantitatif. Pada penelitian ini, ada sebanyak 179 orang yang digunakan sebagai sampel. Teknik analisis data yang digunakan adalah persamaan model struktural dengan metode partial least square (PLS-SEM). Alat yang digunakan sebagai instrumen analisis data adalah program SMARTPLS. Hasil dari penelitian ini adalah social media marketing berpengaruh terhadap eWOM, pembentukan bandwagon effect, dan minat beli potential buyer, eWOM berpengaruh terhadap pembentukan bandwagon effect akan tetapi tidak berpengaruh terhadap minat beli potential buyer, bandwagon effect berpengaruh terhadap minat beli dan mampu memediasi hubungan antara eWOM dan minat beli, akan tetapi tidak mampu memediasi hubungan antara social media marketing dan minat beli potential buyer | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Social Media Marketing | en_US |
| dc.subject | EWOM | en_US |
| dc.subject | Bandwagon Effect | en_US |
| dc.subject | Minat Beli | en_US |
| dc.subject | Potential Buyer | en_US |
| dc.subject | Kuantitatif | en_US |
| dc.subject | Intervening | en_US |
| dc.subject | Quantitative | en_US |
| dc.title | Peran Bandwagon Effect sebagai Variabel Intervening dalam Hubungan Social Media Marketing dan EWOM terhadap Minat Beli Potential Buyer Byfe Art Studio | en_US |
| dc.title.alternative | The Role of Bandwagon Effect as an Intervening Variable in the Relationship between Social Media Marketing and EWOM to Buying Intention Potential Buyer Byfe Art Studio | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Helena Sidartha | |
