HANDAYANI, EVI (2026) PENGARUH PROMOSI ONLINE DAN KUALITAS PRODUK CAMILLE BEAUTY TERHADAP KEPUTUSAN PEMBELIAN (Survey pada followers di Instagram Camille Beauty). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the very tight business competition that demands companies, especially in the field of skincare beauty production, to always be forward-looking and follow the developments of the times. Therefore, This study aims to analyze the effect of online promotion and product quality on purchasing decisions of Camille Beauty. The research applies a quantitative approach using a survey method with a causal research design. The population consists of all followers of the official Instagram account of Camille Beauty, totaling 1,100,000 followers as of May 1, 2025. The sample size was determined using the Yamane formula with a significance level of 7 percent, resulting in a minimum sample of 204 respondents. The sampling technique used was non probability sampling with a snowball sampling method, targeting Instagram followers who have made or intend to make a purchase influenced by online promotion and product quality. Data were collected through questionnaires and analyzed using statistical analysis. The results show that online promotion has a significant effect on purchasing decisions, product quality also has a significant effect on purchasing decisions, and both variables simultaneously have a significant effect on purchasing decisions of Camille Beauty. The combined influence of online promotion and product quality on purchasing decisions is 64.2 percent, while the remaining 35.8 percent is influenced by other factors outside this study. Based on the regression coefficient values, online promotion has a coefficient of 0.385 and product quality of 0.339. This indicates that online promotion is the most dominant variable influencing Camille Beauty purchasing decisions. This research is expected to provide practical insights for improving digital marketing strategies and product quality in the beauty industry. Keywords: online promotion, product quality, purchasing decision, Camille Beauty Penelitian ini dilatarbelakangi oleh persaingan bisnis yang sangat ketat menuntut para perusahaan, khususnya di bidang produksi kecantikan skincare untuk selalu berorientasi ke depan mengikuti perkembangan zaman. Oleh karenanya, penelitian bertujuan untuk menganalisis pengaruh promosi online dan kualitas produk Camille Beauty terhadap keputusan pembelian. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan desain penelitian kausal. Populasi penelitian adalah seluruh pengikut akun Instagram resmi Camille Beauty yang berjumlah 1.100.000 orang per 1 Mei 2025. Penentuan sampel menggunakan rumus Yamane dengan tingkat signifikansi 7 persen, sehingga diperoleh sampel minimal sebanyak 204 responden. Teknik pengambilan sampel menggunakan non probability sampling dengan metode snowball sampling, dengan kriteria pengikut Instagram Camille Beauty yang telah atau berpotensi melakukan pembelian produk. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis statistik. Hasil penelitian menunjukkan bahwa promosi online berpengaruh signifikan terhadap keputusan pembelian, kualitas produk juga berpengaruh signifikan terhadap keputusan pembelian, serta promosi online dan kualitas produk secara simultan berpengaruh signifikan terhadap keputusan pembelian Camille Beauty. Besarnya pengaruh promosi online dan kualitas produk terhadap keputusan pembelian secara bersama sama adalah sebesar 64,2 persen, sedangkan 35,8 persen dipengaruhi oleh faktor lain di luar penelitian. Berdasarkan nilai koefisien regresi, promosi online memiliki koefisien sebesar 0,385 dan kualitas produk sebesar 0,339. Hal ini menunjukkan bahwa promosi online merupakan variabel yang paling dominan dalam memengaruhi keputusan pembelian Camille Beauty. Hasil penelitian ini diharapkan dapat menjadi referensi bagi pengembangan strategi pemasaran digital dan peningkatan kualitas produk di industri kecantikan. Kata kunci: promosi online, kualitas produk, keputusan pembelian, Camille Beauty
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44222010221 |
| Uncontrolled Keywords: | promosi online, kualitas produk, keputusan pembelian, Camille Beauty |
| 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | khalimah |
| Date Deposited: | 22 Jan 2026 03:02 |
| Last Modified: | 22 Jan 2026 03:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100695 |
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