NADYAH, INAS ALYA (2024) PENGARUH PROMOSI, DIGITAL MARKETING, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Kosmetik Somethinc di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of the local cosmetics industry provides consumers with a wide range of innovative products, driven by people's increasing awareness of the importance of self-care and appearance, especially among the younger generation. Technology, digital marketing and e-commerce have changed the way cosmetics companies operate, reaching more consumers and facilitating online shopping habits. This study aims to test and analyze the effect of Promotion, Digital Marketing, and Product Quality on Purchase Decisions for Somethinc Cosmetic. This type of research is a quantitative research with secondary data types. This research method was carried out by analysis using Partial Least Square (SmartPLS) software version 4 with a population of consumers who had made purchases, as well as regular consumers, taken as many as 145 respondents using a purposive sampling method. The results of this research show that Promotion has a positive and significant effect on Purchasing Decisions, Digital Marketing has a positive and significant effect on Purchasing Decisions, and Product Quality has a positive and significant effect on Purchasing Decisions. Keywords: Promotion, Digital Marketing, Product Quality, Purchase Decision, Somethinc Perkembangan industri kosmetik lokal memberikan berbagai produk inovatif bagi para konsumen, didorong oleh kesadaran masyarakat yang meningkat terhadap pentingnya perawatan diri dan penampilan, terutama di kalangan generasi muda. Teknologi, digital marketing, dan e-commerce telah mengubah cara perusahaan kosmetik beroperasi, menjangkau lebih banyak konsumen, dan memfasilitasi kebiasaan belanja online. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Promosi, Digital Marketing, dan Kualitas Produk terhadap Keputusan Pembelian kosmetik Somethinc. Jenis penelitian ini merupakan penelitian kuantitatif dengan jenis data sekunder. Metode Penelitian ini dilakukan dengan analisis memakai software Partial Least Square (SmartPLS) versi 4 dengan populasi konsumen yang pernah melakukan pembelian, maupun konsumen tetap, diambil sebanyak 145 responden dengan metode purposive sampling. Hasil penelitian ini menunjukkan bahwa Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Digital Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Promosi, Digital Marketing, Kualitas Produk, Keputusan Pembelian, Somethinc.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 535 |
| NIM/NIDN Creators: | 43120010143 |
| Uncontrolled Keywords: | Promosi, Digital Marketing, Kualitas Produk, Keputusan Pembelian, Somethinc. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 07 Dec 2024 07:17 |
| Last Modified: | 07 Dec 2024 07:17 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93037 |
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