PUTRI, GRACELIA ADINDA (2025) PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN PRODUCT PACKAGING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SARI AYU MARTHA TILAAR DI GENERASI Z. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian tujuannya menganalisis Pengaruh Social Media Marketing, Brand image dan Product Packaging terhadap Keputusan Pembelian produk Sari Ayu Martha Tilaar di Generasi Z. Populasi yakni konsumen generasi Z di daerah Jakarta Barat yang pernah membeli produk Sari Ayu Martha Tilaar, dengan sampel sebanyak 206 responden yang diambil menggunakan rumus hair. memanfaatkan pendekatan deskriptif kuantitatif. Metode penarikan sampel memanfaatkan purposive sampling. Metode analisis data dipergunakan yakni PLS (Partial Least Square) lewat software instrumen SmartPLS versi 4.0, penelitian kuesioner. Variabel dipergunakan yakni variabel pemasaran social media, brand image, product packaging menjadi variabel independen, keputusan pembelian menjadi variabel dependen. Temuan penelitian menegaskan variabel Social Media Marketing memiliki dampak signifikan terhadap Keputusan Pembelian, variabel Brand image berperan penting terhadap Keputusan Pembelian, variabel Product Packaging signifikan memengaruhi Keputusan Pembelian produk Sari Ayu Martha Tilaar di Generasi Z. This research goals to measure the result of Social Media Marketing, Brand image and Product Packaging on purchasing decisions for Sari Ayu Martha Tilaar products in Generation Z. The population were Generation Z customers in West Jakarta who had bought Sari Ayu Martha Tilaar products, with a group of 206 participants determined by the Hair formula. The sampling process employs purposive sampling, utilizing a quantitative descriptive framework. The analysis method implemented is the PLS (Partial Least Square) technique via the SmartPLS version 4.0 software, aided by a questionnaire instrument. The variables utilized are Social Media Marketing, Brand image and Product Packaging variables as independent variables, purchasing decisions as dependent variables. The findings of this research show that the Social Media Marketing variable significantly influences Purchasing Decisions, the Brand image variable significantly impacts Purchasing Decisions, and the Product Packaging variable significantly affects Purchasing Decisions for Generation Z
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43121010117 |
| Uncontrolled Keywords: | Social Media Marketing, Brand image, Product Packaging, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 04:07 |
| Last Modified: | 02 Apr 2026 04:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101438 |
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