ARIMBI, MELA (2023) Pengaruh Interactive Marketing dan Electronic Word of Mouth terhadap Brand Awareness produk Skintific. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
With the more intense business competition in the world of beauty, of course, every brand needs an effective strategy to increase consumer buying interest. One of the
newly entered skincare brands in Indonesia is a Skintific skincare brand from Canada. The purpose of this study was to determine the effect of interactive marketing and electronic word of mouth on brand awareness of Skintific products.
This type of research used is quantitative research. The data collection method is through distributing questionnaires on the Google Form. The sample in this study
was 100 respondents using the purposive sampling method with the criteria for followers of the Tiktok Skintific Indonesia account. Based on the results of the t test, there is a significant influence between interactive marketing and electronic word of mouth on brand awareness of Skintific products with a p value of 0.000 (p value > 0.05). The beta coefficient values of interactive marketing and electronic word of mouth are 0.458 and 0.413. So that the conclusion of this study is that interactive marketing and electronic word of mouth variables have a positive effect on brand
awareness of Skintific products. Keywords: interactive marketing, electronic word of mouth, brand awareness
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 02:04 |
| Last Modified: | 25 Oct 2024 02:04 |
| URI: | http://repository.machung.ac.id/id/eprint/226 |
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