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      "title": "Pengaruh Brand Image dan Electronic \r\nWord Of Mouth TerhadaKeputusan Pembelian.",
      "dir": "disk0\/00\/01\/11\/07",
      "department": "Program Studi Manajemen",
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      "abstract": "SHERLI MARSETIAWATI. 021121161. Pengaruh Brand Image dan Electronic \r\nWord Of Mouth TerhadaKeputusan Pembelian. Di bawah bimbingan: ADITYA \r\nPRIMA YUDHA dan ABEL GANDHY. 2025.\r\nSeiring meningkatnya kesadaran masyarakat terhadap pentingnya menjaga kesehatan \r\nkulit, industri perawatan kulit di Indonesia mengalami pertumbuhan yang signifikan. \r\nProduk perawatan kulit kini menjadi kebutuhan utama bagi konsumen yang peduli \r\nakan penampilan dan kesehatan kulit. Brand Image dan Electronic Word Of Mouth\r\nmerupakan faktor penting yang dipertimbangkan konsumen sebelum melakukan \r\npembelian skincare. Berdasarkan total penjualan produk Daviena Skincare dari kuartal \r\nsatu tahun 2023 hingga kuartal satu tahun 2024, terjadi fluktuasi penjualan yang \r\nmenunjukkan adanya penurunan dalam keputusan pembelian. Untuk itu, penelitian ini \r\nbertujuan untuk menganalisis pengaruh Brand Image dan Electronic Word Of Mouth\r\nterhadap keputusan pembelian Daviena Skincare.\r\nPenelitian ini merupakan penelitian asosiatif dengan pendekatan kuantitatif. Sampel \r\ndalam penelitian ini berjumlah 100 responden yang merupakan perempuan berusia 15–\r\n44 tahun, berdomisili di Kota Bogor, dan pernah membeli produk Daviena Skincare. \r\nPeneliti melakukan pengumpulan data menggunakan kuisioner. metode analisis yang \r\ndigunakan yaitu dengan metode Structural Equation Modeling-Partial Least Square\r\n(SEM-PLS) menggunakan software SmartPLS versi 4.\r\nHasil dari penelitian ini menunjukkan bahwa Brand Image dan Electronic Word Of \r\nMouth berpengaruh positif dan signifikan terhadap keputusan pembelian Daviena \r\nSkincare. Hal ini menunjukkan bahwa Brand Image yang didukung oleh reputasi baik \r\ndan inovasi produk mampu membentuk kepercayaan serta persepsi positif konsumen, \r\nsehingga mendorong keputusan pembelian. Selain itu, semakin positif ulasan, \r\ntestimoni, atau rekomendasi yang diterima konsumen melalui platform digital seperti \r\nmedia sosial dan e-commerce, maka semakin besar pula kemungkinan konsumen \r\nuntuk membeli produk Daviena Skincare.\r\nKata Kunci : Brand Image, Electronic Word Of Mouth, Keputusan Pembelian",
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        34,
        "c"
      ],
      "status_changed": "2026-07-29 01:58:00",
      "datestamp": "2026-07-29 01:58:00",
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      "eprint_status": "archive",
      "thesis_name": "Sarjana",
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