Determinan Niat Beli Konsumen Pada Produk Maskara Maybelline Sky High

Meiyanti, Nur Fika (2025) Determinan Niat Beli Konsumen Pada Produk Maskara Maybelline Sky High. Jurnal Manajemen Dewantara, 9 (2). pp. 1-15. ISSN 2579-4612

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Abstract

This study aims to analyzethe influence of Brand Image, Perceived Quality, Electronic Word of Mouth (E-WOM), and Viral Marketing on Purchase Intention for Maybelline Sky High Mascara among female students at Universitas Muhammadiyah Gresik. The research adopts a descriptive quantitative approach designed to systematically and measurably describe the characteristics of the studied population or phenomenon. Data obtained through this approach were analyzed using statistical techniques.The results indicate that “Brand Image, Perceived Quality, and E-WOM have a positive and significant effect on Purchase Intention, as evidenced by T-statistics values greater than the T-table and P-values less than 0.05”. In contrast, “Viral Marketing does not show a significant influence on Purchase Intention, as indicated by T-statistics values lower than the T-table and P-values above 0.05”.

Item Type:	Article
Uncontrolled Keywords:	Brand Image, Percived Quality, E-WOM, Viral Marketing, Puchase Intention
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Nur Fika Meiyanti
Date Deposited:	08 Jul 2025 02:20
Last Modified:	08 Jul 2025 02:20
URI:	http://eprints.umg.ac.id/id/eprint/14113

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