PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOTHER OF PEARL (MOP)

Noora Awab Zimah, . (2025) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOTHER OF PEARL (MOP). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The development of digital technology and social media has changed marketing strategies in the cosmetics industry by shaping consumer perceptions and purchasing decisions. Mother of Pearl (MOP), as a local cosmetic brand, utilizes social media and has succeeded in creating high virality, but this exposure has not been fully followed by optimal purchasing decisions. This study was conducted because there is an objective to analyze the influence of three independent variables, namely Social Media Marketing Activities, Brand Image, and Brand Awareness on Mother of Pearl Product Purchase Decisions. In this study, the method used is a quantitative method using descriptive analysis techniques to explain the sample used in the study. The tool used in this study to explain the inferential analysis technique is SmartPLS Software version 4.0 using the application of Structural Equation Modeling - Partial Least Square (SEM-PLS). This study used 140 respondents domiciled in the Greater Jakarta area aged at least 17 years who have purchased Mother of Pearl products as primary data selected based on a non-probability sampling method. This research data was obtained with the help of Google Forms distributed through social media. The results of this study show that (1) Social Media Marketing Activities influence Purchasing Decisions, (2) Brand Image influences Purchasing Decisions, (3) Brand Awareness does not influence Purchasing Decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210111140] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Anastasia Bernadin Dwi Mardiatmi]
Uncontrolled Keywords:	Social Media Marketing Activities, Brand Image, Brand Awareness, Purchase Decisions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	NOORA AWAB ZIMAH
Date Deposited:	09 Apr 2026 07:59
Last Modified:	09 Apr 2026 07:59
URI:	http://repository.upnvj.ac.id/id/eprint/41400

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