PENGARUH ELECTRONIC WORD OF MOUTH DAN CONSUMER BRAND ENGAGEMENT TERHADAP REPURCHASE INTENTION PADA KONSUMEN PRODUK SKINCARE SOMETHINC DI SHOPEE

Devinna Nursolihah Fitriani, - (2023) PENGARUH ELECTRONIC WORD OF MOUTH DAN CONSUMER BRAND ENGAGEMENT TERHADAP REPURCHASE INTENTION PADA KONSUMEN PRODUK SKINCARE SOMETHINC DI SHOPEE. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan consumer brand engagement terhadap repurchase intention pada konsumen produk skincare Somethinc di Shopee. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif. Pengambilan sampel dilakukan dengan non-probability sampling dengan teknik accidental. Responden yang digunakan sebanyak 428 orang konsumen skincare Somethinc di Bandung. Instrumen yang digunakan dalam penelitian ini terdiri dari tiga skala yaitu: adaptasi Electronic Word of Mouth scale, Consumer Brand Engagement scale dan Repurchase Intention scale. Teknik analisis data yang digunakan pada penelitian ini adalah regresi linear berganda. Hasil pada penelitian ini menunjukkan terdapat pengaruh positif electronic word of mouth dan consumer brand engagement terhadap repurchase intention pada konsumen produk skincare Somethinc di Shopee. This research aims to determine the influence of electronic word of mouth and consumer brand engagement on repurchase intention among consumers of Somethinc skincare products on Shopee. The research employs a quantitative approach and utilizes non-probability sampling with an accidental respondent technique, used by 428 Somethinc skincare consumers in Bandung. The instruments used in this research consist of three scales: an adaptation of the Electronic Word of Mouth scale, the Consumer Brand Engagement scale and the Repurchase Intention scale. The data analysis technique used in this research is multiple linear regression. The results of this research show that there is a positive influence of electronic word of mouth and consumer brand engagement on repurchase intention among consumers of Somethinc skincare products on Shopee.

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: Link Google Scholar: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Devinna+Nursolihah+Fitriani&authuser=1# ID Sinta Dosen Pembimbing: Anastasia Wulandari : 6655698 Diah Zaleha Wyandini : 6124256
Uncontrolled Keywords: Consumer Brand Engagement, Electronic Word of Mouth, Repurchase Intention, Skincare Somethinc
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User: Devinna Nursolihah Fitriani
Date Deposited: 11 Jan 2024 07:13
Last Modified: 11 Jan 2024 07:13
URI: http://repository.upi.edu/id/eprint/114291

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