PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP PURCHASE DECISION PRODUK SOMETHINC

Mahira Fadia Irham, . (2025) PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES, BRAND IMAGE, DAN PERCEIVED QUALITY TERHADAP PURCHASE DECISION PRODUK SOMETHINC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid growth of the local cosmetics industry in Indonesia is driven by consumers’ preference for local brands and the use of social media as a primary marketing channel. This research is a quantitative study that aims to identify and analyze the effect of social media marketing activities, brand image, and perceived quality both directly and indirectly on purchase decision. This study uses 135 respondents who are Somethinc customers residing or engaging in activities in the Jabodetabek area and are 17 years old and above as a primary data. Secondary data were collected from various reference sources relevant to the study. This study used purposive sampling techniques, and analyzed using descriptive and inferential analysis approach with the assistance of SmartPLS software. This study shows the results that: (1) Social Media Marketing Activities have a significant effect on Purchase Decision, (2) Brand Image has a significant effect on Purchase Decision, (3) Perceived Quality has a significant effect on Purchase Decision. Keywords: Social Media Marketing Activities, Brand Image, Perceived Quality, Purchase Decision

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111067] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Miguna Astuti] [Ketua Penguji: Suharyati]
Uncontrolled Keywords: Social Media Marketing Activities, Brand Image, Perceived Quality, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: MAHIRA FADIA IRHAM
Date Deposited: 25 Mar 2026 02:51
Last Modified: 25 Mar 2026 02:51
URI: http://repository.upnvj.ac.id/id/eprint/41690

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