PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK PEMBERSIH WAJAH MEREK POND'S (Studi pada Konsumen Pembersih Wajah Pond's di DKI Jakarta)

MAHARANI, WULAN PUSPITA (2025) PENGARUH SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK PEMBERSIH WAJAH MEREK POND'S (Studi pada Konsumen Pembersih Wajah Pond's di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research was carried out to explore the impact of social media advertising, electronic referrals, and product excellence on buying choices for Pond's brand facial cleansing products. The subjects in this study focused on facial care products categorized as face washes. The research adopts a quantitative strategy, gathering data by distributing online questionnaires through Google Forms. According to Hair, purposive sampling was utilized, with a finalized sample of 195 subjects. This respondents selected are individuals who have purchased Pond's brand facial cleansing products and have knowledge about self-care and skincare. In this research, the subjects are individuals residing in DKI Jakarta.For data analysis, we made use of Smart-PLS version 4.0 with the Partial Least Square technique. Findings from the analysis indicate that social media marketing, electronic word of mouth, and product quality directly and positively affect the purchasing choices for Pond's facial cleansing products. Keywords: Social Media Marketing, Electronic Word of Mouth and Product Quality on Purchasing Decisions Penelitian yang dilaksanakan tujuannya mengkaji pengaruh social media marketing, electronic word of mouth, kualitas produk terhadap keputusan pembelian produk pembersih wajah merek Pond’s. Subjek difokuskan pada produk perawatan wajah yang dikategorikan sebagai sabun cuci muka. Penelitian yang memanfaatkan pendekatan kuantitatif, data dikumpulkan lewat distribusi kuesioner secara daring memanfaatkan platform Google Form.Teknik pengambilan sampel yang dipergunakan yakni purposive sampling, sebagaimana dijelaskan oleh Hair, total sampel 195 responden. Responden dipilih merupakan individu yang sudah melaksanakan pembelian produk pembersih wajah merek Pond’s dan memiliki pengetahuan mengenai perawatan diri dan skincare. Populasi yakni masyarakat berdomisili di DKI Jakarta.Untuk menganalisis data, telah digunakan software statistik Smart-PLS versi 4.0 dengan pendekatan Partial Least Square. Berlandaskan hasil analisis, ditemui social media marketing, electronic word of mouth, kualitas produk secara langsung punya pengaruh positif signifikan terhadap keputusan pembelian produk pembersih wajah merek Pond’s. Kata Kunci: Social Media Marketing, Electronic Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 285
NIM/NIDN Creators:	43121010355
Uncontrolled Keywords:	Social Media Marketing, Electronic Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 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 > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 793 Indoor Game and Amusements/Permainan dalam Ruangan, Hiburan dalam Ruangan > 793.2 Parties dan Entertainment/Pesta dan Hiburan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	16 Sep 2025 08:09
Last Modified:	16 Sep 2025 08:09
URI:	http://repository.mercubuana.ac.id/id/eprint/97952

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