| dc.contributor.advisor | Ginting, Eka Danta Jaya | |
| dc.contributor.author | Saragih, Eunike Yulia Br. | |
| dc.date.accessioned | 2023-05-21T14:20:36Z | |
| dc.date.available | 2023-05-21T14:20:36Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | https://repositori.usu.ac.id/handle/123456789/84868 | |
| dc.description.abstract | This study aims to determine the effect of Electronic word of mouth on purchasing
decisions of Grace and Glow brand on TikTok Shop. The research method used in
this study is a quantitative explanatory design with a convenience sampling method.
The sample of this study were 230 people. Data was collected by using the Likert
scale, consisting of a purchasing decisions scale and an electronic word of mouth
scale. The method of data analysis method used a simple regression analysis
method. The effective contribution of Electronic word of mouth on purchasing
decisions of Grace and Glow brand on TikTok Shop is 82.3%. It means the result
of this study indicates that there is a positive influence of Electronic word of mouth
on purchasing decision of Grace and Glow brand on TikTok Shop. This shows that
the more effective E-WOM received by the buyers, the stronger buyers desire to buy
Grace and Glow brand on TikTok Shop. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Sumatera Utara | en_US |
| dc.subject | Electronic word of mouth | en_US |
| dc.subject | Purchase Decision | en_US |
| dc.subject | Grace and Glow | en_US |
| dc.subject | TikTok Shop | en_US |
| dc.title | Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Merek Grace and Glow pada TikTok Shop | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nim | NIM191301219 | |
| dc.identifier.nidn | NIDN0019087303 | |
| dc.identifier.kodeprodi | KODEPRODI73201#Psikologi | |
| dc.description.pages | 109 Halaman | en_US |
| dc.description.type | Skripsi Sarjana | en_US |
