ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK , DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING

Icha Monica, . (2023) ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK , DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Competition in the business world today seems increasingly fierce, and the same applies to the beauty industry. The high demand for skincare needs makes business actors carry out various appropriate marketing strategies to ensure purchasing decisions for the products offered. The aim of this research is to find out, analyze and prove whether brand image, product quality and social media marketing influence purchasing decisions. The population in this study are users and have owned Scarlett Whitening products in DKI Jakarta province. The sample used in this research was 100 people. Using the Partial Least Square (PLS) analysis technique with SmartPLS 4 software. The results obtained show that the product quality and social media marketing variables have a positive and significant influence on purchasing decisions, while the brand image variable has no significant influence on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2010111176] [Pembimbing: Lina Aryani] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Bernadin Dwi]
Uncontrolled Keywords: Brand Image, Product Quality, Social Media Marketing, Purchasing Decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Icha Monica
Date Deposited: 21 Mar 2024 06:14
Last Modified: 21 Mar 2024 06:14
URI: http://repository.upnvj.ac.id/id/eprint/28153

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