Pengaruh Penggunaan Co-Branding dan Electronic Word of Mouth Pada Brand Kosmetik & Skincare Dear Me Beauty X KFC Terhadap Perilaku Pencarian Informasi Mahasiswa Pendidikan Tata Rias Universitas Negeri Jakarta

Abstract

Melisa Nurfia Hutapea. 106119008. The Influence of Using Co-Branding and Electronic Word of Mouth on Dear Me Beauty X KFC Cosmetic & Skincare Brand on Information Seeking Behavior of Cosmetology Education Students Jakarta State University.

This research is about the Influence of using Co-Branding and Electronic Word of Mouth on Dear Me Beauty X KFC Cosmetic & Skincare Brand on Information Seeking Behavior of Cosmetology Education Students Jakarta State University with the purpose to know effect from the use of co branding ( X1 ) and Electronic Word of Mouth (X2) on information seeking behavior(Y). The method used is explanatory quantitative with probability sample method and uses a proportional stratified random sampling technique. The results show that there is an influence generated by the Co-Branding variable on information seeking behavior with a significance value of 0.000 <0.05. In addition, the Electronic Word of Mouth variable has an influence on information seeking behavior with a significance value of 0.000 <0.05. Co-Branding and Electronic Word of Mouth variables have an influence on information seeking behavior with a significance value of 0.000.

Keywords: Co-Branding, Electronic Word of Mouth, Information Seeking Behavior, AISAS Model, Uses and Gratification Theory