PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC

Arzetia Indhita, . (2023) PENGARUH SOCIAL MEDIA MARKETING, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to determine the effect of social media marketing, brand image, and product quality on purchasing decisions for Skintific products. The population in this study were Skintific consumers in the DKI Jakarta area. The sample obtained was 100 respondents and the data was collected via google form in the form of a questionnaire. The technique used was purposive sampling with descriptive analysis and inferential analysis. The data is processed using SmartPLS 4.0. The results of this data processing show that variable (1) social media marketing has a significant effect on purchasing decisions by 0.387, variable (2) brand image has a significant effect on purchasing decisions by 0.417, and variable (3) product quality has a significant effect on purchasing decisions by 0.193.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111171] [Pembimbing: Diana Triwardhani] [Penguji 1: Suharyati] [Penguji 2: Alfatih Sikki Manggabarani]
Uncontrolled Keywords: Social Media Marketing, Brand Image, Product Quality, Purchase Decision
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Arzetia Indhita
Date Deposited: 21 Mar 2024 05:19
Last Modified: 21 Mar 2024 05:19
URI: http://repository.upnvj.ac.id/id/eprint/28255

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