Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2020
The Effect of Product Review on Youtube on Generation Z Attitude and Purchase Intention
Skripsi, 022 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-02-10 11:58:48
Oleh : Putri Nabillah - 165264026 (putri.nabillah.mpem416@polban.ac.id)
Dibuat : 2021-02-10, dengan 4 file
Keyword : Beauty Vlogger, TEARS Model, Customer Attitude, Purchase Intention, Generation Z
Social media user in Indonesia is greatly increasing, especially on YouTube platform and at the same time there are many video content on YouTube platform one of them is video from beauty vlogger. The content is contain some video about reviews some random cosmetic products from different brands. This video from beauty vlogger has influenced customer attitude on their purchase intention and influence the company, currently many consumers see beauty vlogger video reviews first before they buying some cosmetic products. Therefore, to measure the factors that significant influence customer attitude towards purchase intention, this study use TEARS Model which is the dimension of Beauty Vlogger to measure the factors that influence consumer in generation Z. This study use online survey like google form to distribute the questionnaires, and for the data processing is using SMARTPLS application. And finally, this study found that the instrument from the beauty vlogger has a significant effect on customer attitudes towards their purchase intention in this generation Z. Thus, a strategy or program is proposed for the company in evaluating products that have been reviewed by beauty vloggers. Keywords: Beauty Vlogger, TEARS Model, Customer Attitude, Purchase Intention, Generation Z.
Undergraduate Theses from JBPTPPOLBAN / 2021-02-10 11:58:48
Oleh : Putri Nabillah - 165264026 (putri.nabillah.mpem416@polban.ac.id)
Dibuat : 2021-02-10, dengan 4 file
Keyword : Beauty Vlogger, TEARS Model, Customer Attitude, Purchase Intention, Generation Z
.
Deskripsi Alternatif :Social media user in Indonesia is greatly increasing, especially on YouTube platform and at the same time there are many video content on YouTube platform one of them is video from beauty vlogger. The content is contain some video about reviews some random cosmetic products from different brands. This video from beauty vlogger has influenced customer attitude on their purchase intention and influence the company, currently many consumers see beauty vlogger video reviews first before they buying some cosmetic products. Therefore, to measure the factors that significant influence customer attitude towards purchase intention, this study use TEARS Model which is the dimension of Beauty Vlogger to measure the factors that influence consumer in generation Z. This study use online survey like google form to distribute the questionnaires, and for the data processing is using SMARTPLS application. And finally, this study found that the instrument from the beauty vlogger has a significant effect on customer attitudes towards their purchase intention in this generation Z. Thus, a strategy or program is proposed for the company in evaluating products that have been reviewed by beauty vloggers. Keywords: Beauty Vlogger, TEARS Model, Customer Attitude, Purchase Intention, Generation Z.
Beri Komentar ?#(0) | Bookmark
| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
Print ...
Kontributor...
- Supervisor : Drs. Agustinus C. Februadi, M.Phil., Ph.D.
Co-Pembimbing: Lina Setiawati, S.MB., M.AB., Editor: Erlin Arvelina
Download...
File : DIRECTORY - 165264026.pdf
(853577 bytes)
File : CHAPTER 1 - 165264026.pdf
(505158 bytes)
File : CHAPTER 2 - 165264026.pdf
(582954 bytes)
File : CHAPTER 5 - 165264026.pdf
(379937 bytes)