SKRIPSI: Pengaruh Electronic Word of Mouth, Citra Merek, dan Harga terhadap Keputusan Pembelian Marina Hand and Body Lotion pada Pengikut Akun X @Ohmybeautybank

RAHMAWATI, Ines (2024) SKRIPSI: Pengaruh Electronic Word of Mouth, Citra Merek, dan Harga terhadap Keputusan Pembelian Marina Hand and Body Lotion pada Pengikut Akun X @Ohmybeautybank. Masters thesis, STIM YKPN Yogyakarta.

	Text (Halaman Judul) S1_112001616_AWAL.pdf Download (494kB)
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	Text (Referensi) S1_112001616_DAFTAR PUSTAKA.pdf Download (220kB)

Abstract

This study aims to determine the effect of service electronic word of mouth, brand image, and price on purchase decision Marina hand and body lotion on followers of account X @ohmybeautybank. The data collection method used a questionnaire distributed via google form. The population of this study were followers of the X @ohmybeautybank account who had purchased Marina hand and body lotion. Sampling was done using a non-probability sampling with purposive sampling technique. The number of samples is 160 respondents. The data analysis technique is multiple linear regression analysis. The result of this study indicate that electronic word of mouth, brand image, and price have a positive and significant effect on purchase decision Marina hand and body lotion on followers of account X @ohmybeautybank.

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