SKRIPSI: Pengaruh Brand Image, Electronic Word of Mouth, dan Brand Trust terhadap Pembelian Impulsif pada Produk Skincare Skintific melalui e-commerce di Kota Yogyakarta

Betsyeba, Galuh Klaundari (2025) SKRIPSI: Pengaruh Brand Image, Electronic Word of Mouth, dan Brand Trust terhadap Pembelian Impulsif pada Produk Skincare Skintific melalui e-commerce di Kota Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of brand image, electronic word of mouth (e-WOM), and brand trust on impulsive purchasing of Skintific skincare products through e-commerce platforms. This study uses a quantitative approach with a survey method through the distribution of questionnaires using Google Forms. There were 60 respondents residing in Yogyakarta City who had purchased Skintific products online. Data analysis was performed using multiple linear regression through the SPSS program. The results showed that the three independent variables, namely brand image, e-WOM, and brand trust, had a positive and significant effect on impulsive buying. The coefficient of determination (adjusted R²) value of 0.497 indicates that 49.7% of the variation in impulsive buying behavior can be explained by these three variables. The rest is influenced by other factors outside this study. These findings show that a strong brand image, electronic word of mouth in digital media, and high brand trust play a significant role in encouraging impulsive buying behavior. This study provides practical implications for skincare businesses in designing more effective digital marketing strategies.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	STIM YKPN Yogyakarta > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	13 Jul 2026 01:55
Last Modified:	13 Jul 2026 01:55
URI:	http://repository.stimykpn.ac.id/id/eprint/700

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