<mets:mets xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" LABEL="Eprints Item" OBJID="eprint_46277" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:mets="http://www.loc.gov/METS/" xmlns:xlink="http://www.w3.org/1999/xlink"><mets:metsHdr CREATEDATE="2026-08-15T22:33:10Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Negeri Padang</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_46277_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Purchase Intention Sunscreen Azarine melalui Brand Image pada Pengguna Tiktok di Kota Padang</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Dea Putri</mods:namePart><mods:namePart type="family">Ananda</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Perkembangan teknologi digital telah mengubah strategi pemasaran konvensional menjadi berbasis media sosial. Salah satu platform yang paling dominan digunakan saat ini adalah TikTok. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Electronic Word of Mouth (eWOM) terhadap Purchase Intention produk sunscreen Azarine melalui mediasi Brand Image pada pengguna TikTok di Kota Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 160 responden yang merupakan pengguna aktif TikTok dan pernah melihat konten promosi Azarine. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa : (1) Social Media Marketing tidak memiliki pengaruh signifikan terhadap Purchase Intention produk Sunscreen Azarine di TikTok (2) eWOM memiliki pengaruh positif terhadap Purchase Intention produk Sunscreen Azarine di TikTok (3) Social Media Marketing memiliki pengaruh positif terhadap Brand Image produk Sunscreen Azarine di TikTok (4) eWOM memiliki pengaruh positif terhadap Brand Image produk Sunscreen Azarine di TikTok (4) eWOM memiliki pengaruh positif terhadap brand image produk Sunscreen Azarine di TikTok. (5) Brand Image berpengaruh positif terhadap Purchase Intention produk Sunscreen Azarine di TikTok (6) Social Media Marketing berpengaruh positif terhadap Purchase Intention produk Sunscreen Azarine di TikTok yang dimediasi oleh Brand Image (7) eWOM berpengaruh positif terhadap Purchase intention produk Sunscreen Azarine di TikTok yang dimediasi oleh Brand Image.</mods:abstract><mods:classification authority="lcc">HG Finance</mods:classification><mods:classification authority="lcc">ZA Information resources</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8601">2025-04</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Negeri Padang;Manajemen FEB UNP</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_46277"><mets:rightsMD ID="rights_eprint_46277_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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