PENGARUH NEGATIVE ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PRODUK SKINCARE MSGLOW

Astried Septariani, - and Diah Zaleha Wyandini, - and Ita Juwitaningrum, - (2025) PENGARUH NEGATIVE ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PRODUK SKINCARE MSGLOW. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pengaruh Negative Electronic Word of Mouth Terhadap Purchase Intention Produk Skincare MS Glow di Media Sosial. Skripsi. Program Studi Psikologi. Fakultas Ilmu Pendidikan, Universitas Pendidikan Indonesia. Bandung. (2025). Studi ini dilakukan dengan tujuan untuk menguji pengaruh negative electronic word of mouth terhadap purchase intention produk skincare MS Glow di media sosial. Responden (N=400) adalah individu berusia 15 s.d 58 tahun yang merupakan pengguna media sosial yang terpapar informasi, ulasan, ataupun pembicaraan mengenai produk skincare MS Glow. Responden diambil dengan menggunakan teknik accidental sampling. Skala Negative Electronic Word of Mouth dengan reliabilitas 0,943 digunakan untuk mengukur tingkat negative electronic word of mouth individu, dan skala Purchase Intention dengan reliabilitas 0,820 digunakan untuk melihat tingkat minat beli individu. Data dianalisis dengan menggunakan teknik analisis regresi sederhana pada taraf signifikansi 0,05. Hasil studi didapatkan bahwa terdapat pengaruh negatif signifikan yang sangat kecil antara negative electronic word of mouth terhadap purchase intention produk skincare MS Glow di media sosial. The Effect of Negative Electronic Word of Mouth on Purchase Intention towards MS Glow Skincare Products in Social Media. S1 Thesis. Psychology Study Program. Faculty of Education. Indonesian University of Education. Bandung. (2025). This study was aim to test the effect of negative electronic word of mouth on purchase intention towards MS Glow skincare products in social media. Respondents (N=400) were individuals aged 15 to 58 who are social medias users who are exposed to information, reviews, or discussions about MS Glow skincare products. The respondents were taken using accidental sampling technique. The Negative Electronic Word of Mouth scale with a reliability of 0,943 was used to see individual’s negative electronic word of mouth’s level. Purchase Intention Scale with a reliability of 0,820 was used to see to measure individual’s purchase intention level. Data were analyzed by using simple regression analysis technique with the 0,05 significance level. The result of this study showed that there is a very small effect of negative electronic word of mouth on purchase intention towards MS Glow skincare products in Social Medias.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en ID SINTA Dosen Pembimbing: Diah Zaleha Wyandini: 6124256 Ita Juwitaningrum: 6746336
Uncontrolled Keywords:	Negative electronic word of mouth, intensi pembelian, media sosial, perawatan kulit negative electronic word of mouth, purchase intention, social media, skincare
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User:	Astried Septariani
Date Deposited:	22 Sep 2025 08:49
Last Modified:	22 Sep 2025 08:49
URI:	http://repository.upi.edu/id/eprint/140188

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