Nafissa, Salma (2025) PENGARUH SOCIAL MEDIA INFLUENCER, KUALITAS PRODUK, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Pengguna Lipstik Maybelline di DKI Jakarta). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer, kualitas produk, dan brand awareness terhadap keputusan pembelian lipstik Maybelline di DKI Jakarta. Desain penelitian ini menggunakan pendekatan kuantitatif dengan pengambilan sampel menggunakan purposive sampling pada 185 responden. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Pengolahan data dilakukan menggunakan Partial Least Square (PLS) melalui software statistic SmartPLS 3.0 dan metode analisis yang digunakan yaitu Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa social media influencer, kualitas produk, dan brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian. This study aims to analyze the influence of social media influencers, product quality, and brand awareness on the purchase decision of Maybelline lipstick in DKI Jakarta. The design of this study uses a quantitative approach with sampling using purposive sampling on 185 respondents. The data collection method uses the survey method, with the research instrument being a questionnaire. Data processing was carried out using Partial Least Square (PLS) through SmartPLS 3.0 statistical software and the analysis method used, namely Structural Equation Modeling (SEM). The results of the study show that social media influencers, product quality, and brand awareness have a positive and significant effect on purchase decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120120039 |
| Uncontrolled Keywords: | Social Media Influencer, Kualitas Produk, Brand Awareness, Keputusan Pembelian Social Media Influencer, Product Quality, Brand Awareness, Purchase Decision |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | OKTAFIYANI AZ ZAHRO |
| Date Deposited: | 03 May 2025 03:14 |
| Last Modified: | 03 May 2025 03:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95365 |
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