Pengaruh Kualitas Produk, Social Media Advertising Dan Customer Experience Terhadap Repurchase Intention Produk Kosmetik ESQA

Nurhayati, Siti (2024) Pengaruh Kualitas Produk, Social Media Advertising Dan Customer Experience Terhadap Repurchase Intention Produk Kosmetik ESQA. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to find out how much influence is given by product quality variables, social media advertising and customer experience on the repurchase intention variable owned by consumers of ESQA cosmetic products. The method used in this study is a quantitative method with random sampling technique, using a semantic differential measurement scale and a data analysis method, namely multiple linear regression with the acquisition of 120 consumers of ESQA cosmetic products and the data is processed using the help of SPSS software. The data analysis technique in this study is the Model Feasibility Test which consists of a Validity Test and a Reliability Test. Then the Classic Assumption Test which consists of the Normality Test, the Multicollinearity Test, and the Heteroscedasticity Test. Then there is the Hypothesis Test which consists of the T Test (Partial), the F Test (Simultaneous), and the Coefficient Determination (R2). The findings of this study are that product quality has a positive and significant influence on repurchase intention, social media advertising has a positive and significant influence on repurchase intention, customer experience has a positive and significant influence on repurchase intention on ESQA cosmetic products.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Product Quality, Social Media Advertising, Customer Experience, Repurchase Intention
Subjects:	Business > Advertising Management > Business Plan > Business > Advertising Marketing > Advertising Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Siti Nurhayati
Date Deposited:	24 Aug 2024 07:33
Last Modified:	24 Aug 2024 07:33
URI:	https://repository.bakrie.ac.id/id/eprint/9937

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