Faktor-Faktor yang Mempengaruhi Purchase Intention Pelanggan Skintific di Jakarta
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Abstract
The purpose of this research was to determine the effect of E-WOM, perceived quality and brand awareness on purchase intention of Skintific product in Jakarta. This research used descriptive method with primary data. Data were collected using questionnaires and distributed online via social media using non-probability sampling techniques and purposive sampling. The population are individuals who know the product or brand and customers of Skintific in Jakarta. The sample used in this study are 200 respondents. Data were analyzed using structural equation modeling (SEM) and calculated using SmartPLS 4 software. The results of this research indicate that: E-WOM has a positive and significant effect on purchase intention. Perceived quality has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on purchase intention of Skintific customers in Jakarta.
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