Pengaruh Brand Image, Brand Awareness, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk OMG Matte Last Lip Cream

Khasanah, Nurlaila Uswatun (2026) Pengaruh Brand Image, Brand Awareness, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk OMG Matte Last Lip Cream. Skripsi thesis, Universitas Putra Bangsa.

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Abstract

Penelitian ini bertujuan untuk menganalisis brand image, brand awareness¸dan electronic word of mouth terhadap keputusan pembelian produk omg matte last lip cream. Teknik pengambilan sampel yaitu purposive sampling dengan jumlah
responden sebanyak 110 konsumen pengguna omg matte last lip cream. Data diperoleh melalui kuesioner dalam bentuk google form dan disebarkan melalui media sosial, berupa WhatsApp, Instagram, dan Tiktok. Alat uji yang digunakan adalah metode berupa SPSS dengan bantuan aplikasi SPSS 27.0 for windows.
Penelitian ini menunjukkan hasil brand image berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian, sedangkan brand awareness dan electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan
pembelian.
Kata kunci: brand image, brand awareness, electronic word of mouth, keputusan
pembelian

Item Type: Thesis (Skripsi)
Additional Information: S26.057
Uncontrolled Keywords: Kata kunci: brand image, brand awareness, electronic word of mouth, keputusan pembelian
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Nurlaila Uswatun Khasanah
Date Deposited: 12 Jun 2026 06:56
Last Modified: 12 Jun 2026 06:56
URI: http://eprints.universitasputrabangsa.ac.id/id/eprint/8903

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