Almalita, Caecilia Maria Sekar and Bustaman, Yosman (2022) IDENTIFYING FACTORS AFFECTING THE PURCHASE INTENTION OF TWITTER AUTOBASE @OHMYBEAUTYBANK USERS. Bachelor thesis, Swiss German University.

	Text BA-FIN_Vincent Santoso_1.pdf Restricted to Repository staff only Download (703kB)
	Text BA-FIN_Vincent Santoso_2.pdf Restricted to Repository staff only Download (1MB)
	Text BA-FIN_Vincent Santoso_3.pdf Restricted to Repository staff only Download (707kB)
	Text BA-FIN_Vincent Santoso_4.pdf Restricted to Repository staff only Download (2MB)
	Text BA-FIN_Vincent Santoso_5.pdf Restricted to Repository staff only Download (260kB)
Preview	Text BA-FIN_Vincent Santoso_REF.pdf Download (512kB) | Preview
Preview	Text BA-FIN_Vincent Santoso_TOC.pdf Download (741kB) | Preview

Abstract

The owner of Autobase wants to identify the factors associated with Autobase in order to develop and optimize Autobase's Influence on users purchase intentions. So the objective of this quantitative study is to determine if Interaction, Platform Trust, and eWOM in the @ohmybeautybank autobase accounts are associated with the purchase intentions of the account's users. Furthermore, does brand image moderate the relationship between eWOM and purchase intention? This study has 217 respondents who are familiar with @ohmybeautybank and are at least 17 Years old. This study uses primary data, which is distributed only via Twitter autobase account @ohmybankbeauty. The software used in this study is SPSS 27 and SmartPLS 4. This study reveals that Platform Trust and eWOM are positively associated with the purchase intent of @ohmybeautybank users, but not interaction. Additionally, brand image does not moderate the relationship between eWOM and Purchase Intention.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HM Sociology > HM742 Online social networks H Social Sciences > HM Sociology > HM742 Online social networks > HM742.1 Social Media
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Mr Arinton Sinaga
Date Deposited:	09 Dec 2024 08:12
Last Modified:	09 Dec 2024 08:12
URI:	http://repository.sgu.ac.id/id/eprint/2660

Actions (login required)

View Item