PENGARUH ELECTRONIC WORD OF MOUTH, BRAND AMBASSADOR, DAN BRAND IMAGE TERHADAP MINAT BELI PADA PRODUK SOMETHINC

Sari, Novita (2023) PENGARUH ELECTRONIC WORD OF MOUTH, BRAND AMBASSADOR, DAN BRAND IMAGE TERHADAP MINAT BELI PADA PRODUK SOMETHINC. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research was conducted aiming to determine the effect of electronic word of mouth, brand ambassadors, and brand image on buying interest in Somethinc products. The population used in this study are people who follow social media accounts Instagram, TikTok and Twitter Something. With several criteria in sampling, there were 93 samples with purposive sampling technique. The results of this study indicate that electronic word of mouth and brand image have a significant and positive effect on buying interest to Somethinc products, while brand ambassadors do not have a significant effect on buying interest to Somethinc products. Keywords: E-Wom, Brand Ambassador, Brand Image, and Buying Interest

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: E-Wom ; Brand Ambassador ; Brand Image ; Buying Interest
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Theses - S1 > Management Study Program
Depositing User: Novita Sari
Date Deposited: 08 Mar 2023 10:43
Last Modified: 16 Mar 2023 11:12
URI: http://eprints.ukmc.ac.id/id/eprint/9715

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