PENGARUH SOCIAL MEDIA MARKETING, BRAND AMBASSADOR, PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN BODY LOTION SCARLETT WHITENING

FITRIA, DAVINA (2024) PENGARUH SOCIAL MEDIA MARKETING, BRAND AMBASSADOR, PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN BODY LOTION SCARLETT WHITENING. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing, Brand Ambassador, Product Quality terhadap Keputusan Pembelian Body Lotion Scarlett Whitening. Metode penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan teknik purposive sampling. Populasi penelitian ini yaitu generasi milenial dan generasi Z pengguna produk Body Lotion Scarlett Whitening yang berada di wilayah Jakarta dengan sampel yang digunakan sebanyak 233 responden. Teknik analisis data yang digunakan dalam penelitian ini yaitu uji outer model meliputi: Loading Factor, Convergent Validity (AVE), Discriminant Validity (Cross Loading), Reliabilitas (Composite Reliability, Cronbach Alpha. Uji inner model meliputi: Nilai R-Square, Q-Square, Normed Fit Index (NFI), Koefesien Jalur. Hasil penelitian ini menunjukan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, Brand Ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian, Product Quality berpengaruh positif dan signifikan terhadap keputusan pembelian. This study aims to determine the effect of Social Media Marketing, Brand Ambassador, Product Quality on Purchasing Decisions for Scarlett Whitening Body Lotion. This research method uses a quantitative approach using purposive sampling technique. The population of this study is the millennial generation and generation Z users of Scarlett Whitening Body Lotion products in the Jakarta area with a sample size of 233 respondents. The data analysis technique used in this study is the outer model test including: Loading Factor, Convergent Validity (AVE), Discriminant Validity (Cross Loading), Reliability (Composite Reliability, Cronbach Alpha). Inner model tests include: R-Square value, Q- Square, Normed Fit Index (NFI), Path Coefficient. The results of this study indicate that Social Media Marketing has a positive and significant effect on purchasing decisions, Brand Ambassadors have a positive and significant effect on purchasing decisions, Product Quality has a positive and significant effect on purchasing decisions

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