Nabillatuz Zahra Syani, . (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN SOCIAL MEDIA INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK PIXY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increase in cosmetic users in Indonesia opens opportunities for manufacturers to offer a wide selection of products, one of which is lipstick, which is a cosmetic product that cannot be separated from the daily activities of women who are concerned with appearance. However, the problem faced is intense competition between cosmetic companies so currently, Pixy has not reached first place in sales of lipstick products. The purpose of this study is to analyze and prove whether brand image, product quality, and social media influencers influence purchasing decisions. This research uses a type of quantitative approach. The population of this study was users of Pixy lipstick products in Jakarta with a sample of 100 respondents using a non-probability sampling technique and purposive sampling method. The test tool used is SmartPLS 3.2.9 software. The results of this study indicate that variable brand image, product quality, and social media influencers have a significant positive influence on purchasing decisions for Pixy lipstick in Jakarta. Based on the t-statistic test, variable social media influencer has the greatest influence on purchasing decisions at 49.3%.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1910111004] [Pembimbing: Diana Triwardhani] [Penguji 1: Suharyati] [Penguji 2: Bernadin Dwi M] |
| Uncontrolled Keywords: | brand image, product quality, social media influencers, purchase decision, lipstick |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Nabillatuz Zahra Syani |
| Date Deposited: | 02 Feb 2023 03:25 |
| Last Modified: | 02 Feb 2023 03:25 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22441 |
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