Pengaruh entertainment, interaction, ewom terhadap brand image dan consumers purchase intention

DETAIL KOLEKSI

Pengaruh entertainment, interaction, ewom terhadap brand image dan consumers purchase intention

Oleh : Rian Maulana Jamaludin

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Arnolt Kristian Pakpahan

Pembimbing 2 : Fatik Rahayu

Kata Kunci : Entertainment, Interaction, eWOM, Brand Image, Consumers Consumers Purchase Intention, Skincare, Soc

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002106011_Halaman-Judul.pdf	11
2.	2025_SK_SMJ_022002106011_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002106011_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002106011_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002106011_Lembar-Pengesahan.pdf	6
6.	2025_SK_SMJ_022002106011_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002106011_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002106011_Bab-1.pdf	10
9.	2025_SK_SMJ_022002106011_Bab-2.pdf
10.	2025_SK_SMJ_022002106011_Bab-3.pdf
11.	2025_SK_SMJ_022002106011_Bab-4.pdf
12.	2025_SK_SMJ_022002106011_Bab-5.pdf	5
13.	2025_SK_SMJ_022002106011_Daftar-Pustaka.pdf	3
14.	2025_SK_SMJ_022002106011_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menganalisis pengaruh entertainment, interaction, electronic word of mouth terhadap brand image dan consumers purchase intention pada produk skincare lokal di indonesia. latar belakang penelitian ini didasarkan pada meningkatnya penggunaan internet dan media sosial sebagai sarana promosi yang efektif, khususnya di kalangan konsumen produk skincare. metode yang digunakan dalam penelitian ini adalah kuantitatif dengan pendekatan structural equation modeling (sem), dengan jumlah responden sebanyak 200 orang yang diperoleh melalui teknik purposive sampling. hasil penelitian menunjukkan bahwa entertainment, interaction, dan ewom masing-masing berpengaruh positif dan signifikan terhadap brand image. selanjutnya, brand image juga terbukti berpengaruh positif dan signifikan terhadap consumers purchase intention. temuan ini memberikan implikasi bahwa strategi promosi melalui media sosial yang mengedepankan konten hiburan, interaksi yang aktif, serta ulasan konsumen (ewom) dapat meningkatkan citra merek dan mendorong niat beli konsumen. penelitian ini diharapkan dapat menjadi referensi bagi pemasar dalam merancang strategi komunikasi pemasaran yang efektif melalui platform digital.

T This study aims to analyze the influence of entertainment, interaction, and electronic word of mouth (ewom) on brand image and its impact on consumers consumers purchase intention on local skincare products in indonesia. the background of this study is based on the increasing use of the internet and social media as an effective means of promotion, especially among consumers of skincare products. the method used in this study is quantitative with the structural equation modeling (sem) approach, with a total of 200 respondents obtained through purposive sampling techniques. the results of the study show that entertainment, interaction, and ewom each have a positive and significant effect on brand image. furthermore, brand image has also been shown to have a positive and significant effect on consumers consumers purchase intention. these findings imply that a promotional strategy through social media that prioritizes entertainment content, active interaction, and consumer reviews (ewom) can improve brand image and encourage consumer consumers purchase intention. this study is expected to be a reference for marketers in designing effective marketing communication strategies through digital platforms.