ZULFA, DERINA (2025) PENGARUH PROMOSI, LIVE STREAMING DAN CELEBRITY ENDOSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (193kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (106kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (121kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (86kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (182kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (42kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (46kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (49kB) |
Abstract
This research aims to test and analyze the influence of promotions, live streaming and celebrity endorsements on purchasing decisions for skintific beauty products. This research data is primary data obtained from processing questionnaire data filled out by consumers who have previously purchased Skintific skincare products. The number of samples used was 102 respondents. This study uses a quantitative approach. The sample collection technique in this research is non-probability sampling with the method used being purposive sampling and the analysis technique used in this research is Partial Least Square (PLS) analysis. The results of the study show that promotions, live streaming and celebrity endorsers have a significant influence on the decision to purchase SKINTIFIC products. Keywords: promotions, Live Streaming, Celebrity Endoser and purchasing decisions Penelitian ini bertujuan untuk menguji dan menganalisi pengaruh Pengaruh Promosi, Live Streaming dan Celebrity Endoser Terhadap Keputusan Pembelian Pada Produk Skintific. Data penelitian ini merupakan data primer yang diperoleh dari pengolahan data kuesioner yang disi oleh konsumen yang sudah pernah membeli produk skincare Skintific. Jumlah sampel yang digunakan sebanyak 102 responden. Penelitian ini menggunakan pendekatan Kuantitatif. Teknik pengumpulan sampel dalam penelitian ini yaitu dengan non-probability sampling dengan metode yang digunakan yaitu purposive sampling dan teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan Analisis Partial Least Square (PLS). Hasil penelitian menunjukan bahwa promosi, live streaming dan celebrity endorser berpengaruh signifikan terhadap keputusan pembelian produk SKINTIFIC Kata kunci: Promosi, Live Streaming, Celebrity Endoser dan Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 25 272 |
| NIM/NIDN Creators: | 43121010089 |
| Uncontrolled Keywords: | Promosi, Live Streaming, Celebrity Endoser dan Keputusan Pembelian |
| 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 > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 10 Sep 2025 04:59 |
| Last Modified: | 10 Sep 2025 04:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97616 |
Actions (login required)
 |
View Item |
