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Pengaruh Media Sosial Terhadap Minat Beli Konsumen Wardah Kosmetik di Surabaya dengan Mediasi Sikap Merek
| Content Provider | Semantic Scholar |
|---|---|
| Author | Astutik, Yuli Puji |
| Copyright Year | 2018 |
| Abstract | The purpose of this study is to determine the influence of social media on the buying interest of consumers in cosmetics in surabaya by mediating brand attitude. The number of respondents from this study is 100 respondents, data analysis technique are used pls (partial least square). The result of the study explained that social media had a significant in direct effect on buying interest, social media had a positive influence on brand attitudes, brand attitudes had a significant effect on consumers buying interest in cosmetic wardah, and brand attitudes could parcially mediate social media toward consumers” buying interest in cosmetics. The result of this study are expected to make the community more aware of the usefulness of social media more effectively and efficiently in the cosmetics divition in surabaya. So that consumers do not need to be afraid of the information provided and travel time to make a purchase. Keywords: Social Media, Brand Attitude, Buying Interest |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://eprints.perbanas.ac.id/4668/1/ARTIKEL%20ILMIAH.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
