| NIM | C1B019098 |
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| Namamhs | VANESSA AUDREY KINANTI |
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| Judul Artikel | Pengaruh Content Quality, EWOM dan Brand Awareness Terhadap Purchase Intention Produk Dear Me Beauty |
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| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk mengetahui peran mediasi brand awareness pada pengaruh content quality dan electronic word of mouth dalam memengaruhi purchase intention produk Dear Me Beauty. Sampel pada penelitian ini sebanyak 232 responden dengan teknik pengambilan sampel menggunkan purposive sampling. Berdasarkan hasil penelitian yang dilakukan dengan menggunakan analisis Structural Equation Modeling (SEM) diolah dengan software AMOS menunjukkan bahwa : (1) Content Quality berpengaruh positif terhadap Purchase Intention (2) Electronic Word of Mouth berpengaruh positif terhadap Purchase Intention (3) Brand Awareness tidak berpengaruh terhadap Purchase Intention.
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| Abtrak (Bhs. Inggris) | This study aims to determine the mediating role of brand awareness on the influence of content quality and electronic word of mouth in influencing the purchase intention of Dear Me Beauty products. The sample in this study was 232 respondents with a sampling technique using purposive sampling. Based on the results of research conducted using Structural Equation Modeling (SEM) analysis processed with AMOS software shows that: (1) Content Quality has a positive effect on Purchase Intention (2) Electronic Word of Mouth has a positive effect on Purchase Intention (3) Brand Awareness has no effect on Purchase Intentions.
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| Kata kunci | Kata kunci: Content Quality, Electronic Word of Mouth, Brand Awareness, Purchase Intention. |
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| Pembimbing 1 | Larisa Pradisti, S.E,M.Si |
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| Pembimbing 2 | Chandra Suparno, S.E,M.Si |
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| Pembimbing 3 | Dr. Nur Choirul Afif, S.E,M.Si |
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| Tahun | 2023 |
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| Jumlah Halaman | 9 |
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| Tgl. Entri | 2023-01-13 12:24:52.139076 |
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