ANALISIS FAKTOR - FAKTOR VIRAL MARKETING YANG MEMPENGARUHI PROSES KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SECARA ONLINE DI TOKOPEDIA

Setiawan, Angelina (2017) ANALISIS FAKTOR - FAKTOR VIRAL MARKETING YANG MEMPENGARUHI PROSES KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SECARA ONLINE DI TOKOPEDIA. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine the effect of electronic media, product
involvement, product knowledge, product talk and reduce uncertainty on
cosmetic purchasing decisions at Tokopedia. The population in this study is all
the people who buy cosmetics at Tokopedia. The type of research used is survey
with sampling technique used purposive sampling. Data collection techniques
used are questionnaires distributed online to 100 respondents. The test results
show that there is a positive and significant influence between electronic media,
product involvement, product knowledge, product talk, and decreasing
uncertainty toward cosmetic purchasing decision at Tokopedia.

Keyword: electronic media, product involvement, product knowledge, Talking
product, reduce uncertainty, and buying decision

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: electronic media ; product involvement ; product knowledge ; Talking product ; reduce uncertainty ; buying decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Chatarinedesi Kurniawati
Date Deposited: 27 Oct 2022 07:04
Last Modified: 27 Oct 2022 07:04
URI: https://eprints.ukmc.ac.id/id/eprint/9138

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