Electronic Theses and Dissertation

Abstrak pengaruh sosial media, wom, terhadap minat beli ulang yang dimediasi oleh kesadaran merek kosmetik emina oleh: rahmadani 1801150010050 pembimbing dr. halimatussakdiah, s.e., m.a penelitian ini bertujuan untuk menguji pengaruh sosial media, wom, terhadap minat beli ulang yang dimediasi oleh kesadaran merek kosmetik emina. teknik pengambilan sampel pada penelitian ini menggunakan non probability sampling dan metode analisis menggunakan model analisis jalur (path analysis) dengan sampel 180 responden. hasil penelitian ini menunjukkan bahwa sosial media dan wom berpengaruh signifikan terhadap kesadaran merek, sosial media dan wom berpengaruh signifikan terhadap minat beli dan juga kesadaran merek berpengaruh signifikan terhadap minat beli ulang . selanjutnya sosial media dan wom berpengaruh signifikan terhadap minat beli ulang melalui kesadaran merek kosmetik emina banda aceh. kata kunci : sosial media, wom, kesadaran merek dan minat beli ulang

ABSTRACT Word Of Mount Sosial Media Influence On Repurchase Intention Mediated By Emina Cosmetic Brand Awareness By: Rahmadani 1801150010050 Advisor Dr. Halimatussakdiah, S.E., M.A This study aims to examine the influence of social media, WOM, on repurchase intention mediated by Emina Cosmetics Brand Awareness. The sampling technique in this study uses Non Probability Sampling and the analysis method uses a path analysis model with a sample of 180 respondents. The results of this study indicate that Social Media and WOM have a significant effect on Brand Awareness, Social Media and WOM have a significant effect on Purchase Intention and also Brand Awareness has a significant effect on Repurchase Intention. Furthermore, Social Media and WOM have a significant effect on Repurchase Interest through Emina Banda Aceh Cosmetic Brand Awareness. Keywords: Social Media, WOM, Brand Awareness and Repurchase Interest