PENGARUH SOSIAL MEDIA INSTAGRAM, BRAND ELEMENT, DAN CONTENT MARKETING TERHADAP MINAT BELI PRODUK SKINTIFIC (Studi Terhadap Generasi Z di Wilayah Jakarta Barat)

PUTRI, AMELLINA (2025) PENGARUH SOSIAL MEDIA INSTAGRAM, BRAND ELEMENT, DAN CONTENT MARKETING TERHADAP MINAT BELI PRODUK SKINTIFIC (Studi Terhadap Generasi Z di Wilayah Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of modern lifestyles has led to an increasing demand for personal care products, including skincare, which plays an important role in maintaining facial skin health. Skintific is recognized as one of the skincare brands that offers a wide variety of products and is fairly well-known in Indonesia. This study focuses on examining the influence of Instagram social media, brand elements, and content marketing on purchase intention of Skintific products among Generation Z in West Jakarta. The study population consists of individuals aged 17 years and above, with a sample of 156 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed quantitatively using the SEM-PLS method with the assistance of SPSS and SmartPLS 4.0 software. Keywords: The Role of Social Media, Brand Elements, Content Marketing, Purchase Intention, Skincare Perkembangan gaya hidup modern mendorong meningkatnya kebutuhan akan produk perawatan diri, termasuk skincare yang berperan penting dalam menjaga kesehatan kulit wajah. Skintific dikenal sebagai salah satu brand perawatan kulit yang memiliki banyak variasi produk dan cukup dikenal di Indonesia. Fokus penelitian ini adalah untuk mengkaji pengaruh Media Sosial Instagram, Brand Element, dan Content Marketing terhadap Minat Beli produk Skintific pada Generasi Z di Jakarta Barat. Populasi penelitian mencakup individu berusia minimal 17 tahun, dengan sampel sebanyak 156 orang yang dipilih dengan teknik purposive sampling. Instrumen penelitian berupa kuesioner, sedangkan analisis data dilakukan secara kuantitatif menggunakan metode SEM-PLS melalui software SPSS dan SmartPLS 4.0. Kata Kunci: Peran Media Sosial, Brand Elements, Content Marketing, Minat Beli, Skincare

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 320
NIM/NIDN Creators:	43121010199
Uncontrolled Keywords:	Peran Media Sosial, Brand Elements, Content Marketing, Minat Beli, Skincare
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 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	03 Oct 2025 02:51
Last Modified:	03 Oct 2025 02:51
URI:	http://repository.mercubuana.ac.id/id/eprint/98709

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