PENGARUH BEAUTY VLOGGER, VIRAL MARKETING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING PADA E-COMMERCE SHOPEE DI DKI JAKARTA

DAHLIA, AZZAH (2025) PENGARUH BEAUTY VLOGGER, VIRAL MARKETING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING PADA E-COMMERCE SHOPEE DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of Beauty Vlogger, Viral Marketing, and Online Customer Review on purchasing decisions for Scarlett Whitening skincare products. The object of this research is E-Commerce in DKI Jakarta who have bought and used Scarlett Whitening skincare products. The sample used was 165 respondents, which were obtained using purposive sampling method. The research method used is quantitative method, with data collection using survey method. The data analysis method used in this research is the Structural Equation Model (SEM) using SmartPLS version 3.2.9 software. The results obtained that Beauty Vlogger, Viral Marketing, and Online Customer Review has a positive and significant effect on purchasing decisions. Keywords: Beauty Vlogger, Viral Marketing, Online Customer Review, Purchase Decision, Scarlett Whitening Skincare Products. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Beauty Vlogger, Viral Marketing, dan Online Customer Review terhadap keputusan pembelian pada produk skincare Scarlett Whitening. Objek dalam penelitian ini adalah E-Commerce shopee di DKI Jakarta yang sudah membeli dan menggunakan produk skincare Scarlett Whitening. Sampel yang dipergunakan sebanyak 165 responden, yang diperoleh menggunakan metode purposive sampling. Metode penelitian yang digunakan adalah metode kuantitatif, dengan pengumpulan data menggunakan metode survey. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) menggunakan perangkat lunak SmartPLS versi 3.2.9. Hasil yang didapatkan bahwa Beauty Vlogger, Viral Marketing, dan Online Customer Review berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Beauty Vlogger, Viral Marketing, Online Customer Review, Keputusan Pembelian, Produk Skincare Scarlett Whitening.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 012
NIM/NIDN Creators: 43120120026
Uncontrolled Keywords: Beauty Vlogger, Viral Marketing, Online Customer Review, Keputusan Pembelian, Produk Skincare Scarlett Whitening.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 10 Jan 2025 06:53
Last Modified: 10 Jan 2025 06:53
URI: http://repository.mercubuana.ac.id/id/eprint/93504

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