Annisa Zahra Nabila, . (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK MAYBELLINE PADA GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study employs a quantitative approach aimed at thoroughly examining the factors influencing purchasing decisions of Maybelline products among Generation Z. The three main variables analyzed include promotion (X1), brand image (X2), and electronic word of mouth or e-WOM (X3), each assessed in relation to the purchase decision variable (Y). A total of 100 respondents who are Maybelline consumers were selected using purposive sampling. Data analysis was conducted using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software, with a significance level set at 5%. The findings indicate that all three independent variables significantly contribute to shaping purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 2110111268] [Pembimbing : Anastasia Bernadin Dwi Mardiatmi] [Penguji 1 : Jenji Gunaedi Argo] [Ketua : Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | Maybelline, Promotion, Brand Image, Electronic Word Of Mouth, Purchase Decision, Cosmetics, Generation Z |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | ANNISA ZAHRA NABILA |
| Date Deposited: | 13 Jul 2025 10:31 |
| Last Modified: | 24 Aug 2025 07:15 |
| URI: | http://repository.upnvj.ac.id/id/eprint/37920 |
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