Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
PENGARUH VIRAL ADVERTISING TERHADAP ATTITUDE TOWARD PURCHASING PRODUK SKINCARE MS GLOW SECARA ONLINE OLEH MUSLIMAH DI BANDA ACEH DENGAN PERCEVED EASE OF USE SEBAGAI VARIABEL MEDIASI
Pengarang
Vania Orvala - Personal Name;
Dosen Pembimbing
Dewi Suryani Sentosa - 199504162022032011 - Dosen Pembimbing I
Teuku Muhammad Syahrizal - 199004172019031013 - Penguji
Novi Indriyani Sitepu - 198005012015042001 - Penguji
Nomor Pokok Mahasiswa
2001104010002
Fakultas & Prodi
Fakultas Ekonomi dan Bisnis / Ekonomi Islam (S1) / PDDIKTI : 60202
Subject
Kata Kunci
Penerbit
Banda Aceh : Fakultas Ekonomi Islam., 2024
Bahasa
No Classification
-
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ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh pengaruh viral advertising
terhadap attitude toward purchasing produk skincare MS Glow secara online oleh
muslimah di Banda Aceh dengan perceved ease of use sebagai variabel mediasi.
adapun objek pada penelitian ini adalah musimah di Banda Aceh. penelitian ini
menggunakan pendekatan kuantitatif, metode penentuan sampel non probability
sampling dengan teknik purposive sampling dengan jumlah sampel sebanyak 100
responden. teknik analisis data yang digunakan yaitu path analysis dan uji sobel.
berdasarkan hasil analisis penelitian diperoleh hasil bahwa viral advertising
berpengaruh positif dan signifikan terhadap attitude toward purchasing. viral
advertising berpengaruh positif dan signifikan terhadap perceved ease of use .
perceved ease of use berpengaruh positif dan signifikan terhadap attitude toward
purchasing. dan hasil uji sobel menunjukkan bahwa perceved ease of use
memediasi pengaruh viral advertising terhadap attitude toward purchasing.
Kata Kunci: Viral advertising , Attitude toward purchasing, Perceved ease of use,
Skincare MS Glow
ABSTRACT This study aims to analyze the influence of viral advertising on attitudes toward purchasing MS Glow skincare products online by Muslim women in Banda Aceh with perceived ease of use as a mediating variable. The object of this research is the seasonal season in Banda Aceh. This research uses a quantitative approach, with a non-probability sampling method using purposive sampling technique with a sample size of 100 respondents. The data analysis techniques used are path analysis and Sobel test. Based on the results of research analysis, the results showed that Viral advertising had a positive and significant effect on Attitude toward purchasing. Viral advertising has a positive and significant effect on perceived ease of use. perceived ease of use has a positive and significant effect on attitude toward purchasing. and the results of the Sobel test show that perceived ease of use mediates the influence of viral advertising on attitudes toward purchasing. Keywords: Viral advertising, Attitude toward purchasing, Perceived ease of use, Skincare MS Glow
PENGARUH BRAND IMAGE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH SATISFACTION DAN BRAND TRUST PADA KONSUMEN SKINCARE MS GLOW DI KOTA BANDA ACEH (Tria Meulue Rahmalia, 2023)
PENGARUH CELEBRITY ENDORSE, ATTITUDE ON BRAND, ATTITUDE ON ADVERTISING TERHADAP REPURCHASE INTENTION PRODUK SKINCARE MS GLOW DI BANDA ACEH (Sufriadi, 2023)
PENGARUH GREEN ADVERTISING, ECO-LABEL, ENVIRONMENTAL ATTITUDE DAN ENVIRONMENTAL AWARENESS TERHADAP GREEN PURCHASING BEHAVIOR PADA KONSUMEN THE BODY SHOP RNDI KOTA BANDA ACEH (RISA TIARNI, 2025)
PENGARUH ENVIRONMENTAL ATTITUDE TERHADAP GREENRN RNPURCHASING BEHAVIOR YANG DIMEDIASI OLEH GREENRNMARKETING PERCEPTIONS DAN GREEN PURCHASINGRNWILLINGNESSRNRN( STUDI PADA KONSUMEN PRODUK THE BODY SHOP DIRNKOTA BANDA ACEH) (SALMINA, 2021)
PENGARUH ONLINE ADVERTISING TERHADAP PURCHASERNINTENTION YANG DIMEDIASI OLEH FLOW EXPERIENCE RNDAN ADVERTISING VALUE PADA PRODUK SMARTPHONERNVIVO (Puji Rahayu, 2022)