Pengaruh influencer marketing, persepsi harga dan kualitas produk terhadap keputusan pembelian skincare MS Glow (Studi kasus pada konsumen MS Glow di kota Surabaya)

Ayu wulandari, Dian (2022) Pengaruh influencer marketing, persepsi harga dan kualitas produk terhadap keputusan pembelian skincare MS Glow (Studi kasus pada konsumen MS Glow di kota Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui : 1) Influencer Marketing terhadap Keputusan Pembelian Produk Skincare MS Glow di Kota Surabaya, 2) Pengaruh Persepsi Harga terhadap Keputusan Pembelian Skincare MS Glow di Kota Surabaya, 3) Pengaruh Kualitas Produk terhadap Keputusan Pembelian Produk Skincare MS Glow di Kota Surabaya. Penelitian ini dilatar belakangi oleh produk Skincare MS Glow yang saat ini sangat terkenal dikalangan wanita, pria dan banyak para influencer yang meriview produk skincare MS Glow ini dan merasa puas dengan manfaat yang ada dalam produk tersebut. Populasi dalam penelitian ini seluruh konsumen yang menggunakan MS Glow di Kota Surabaya. Teknik pengambilan sampel menggunakan teknik purposive sampling yang artinya sampel berdasarkan kriteria. Adapun kriteria sampel dalam penelitian ini yaitu : 1) Responder berusia diatas 17 tahun. 2) Responden berdomisili di Surabaya. 3) responden yang menggunakan Skincare MS Glow. Sampel yang digunakan dalam penelitian ini berjumlah 80 responden. Teknik analisis data dalam penelitian ini yaitu analisis deskriptif, uji asumsi klasik, dan analisis regresi linear berganda dengan menggunakan program aplikasi SPSS Statistic 23. Hasil penelitian menunjukkan bahwa : 1) Influencer marketing berpengaruh signifikan terhadap Keputusan Pembelian produk skincare MS Glow di Kota Surabaya, 2) Persepsi Harga tidak berpengaruh signifikan terhadap Keputusan Pembelian Skincare MS Glow di Kota Surabaya, 3) Kualitas Produk berpengaruh signifikan terhadap Keputusan Pembelian Skincare MS Glow di Kota Surabaya. Kata kunci : Influencer Marketing, Persepsi Harga, dan Kualitas Produk. ABSTRACT This study aims to determine: 1) Influencer Marketing on Purchase Decisions for MS Glow Skincare Products in the City of Surabaya, 2) The Influence of Price Perception on Purchase Decisions for MS Glow Skincare in Surabaya, 3) The Influence of Product Quality on Purchase Decisions for MS Glow Skincare Products in the City. Surabaya. This research is motivated by the MS Glow Skincare product which is currently very popular among women, men and many influencers who review this MS Glow skincare product and are satisfied with the benefits contained in the product. The population in this study are all consumers who use MS Glow in the city of Surabaya. The sampling technique used purposive sampling technique which means the sample is based on criteria. The sample criteria in this study are: 1) Respondents aged over 17 years. 2) Respondents are domiciled in Surabaya. 3) respondents who use Skincare MS Glow. The sample used in this study amounted to 80 respondents. The data analysis techniques in this study are descriptive analysis, classical assumption test, and multiple linear regression analysis using the SPSS Statistic 23 application program. The results show that: 1) Influencer marketing has a significant effect on purchasing decisions for MS Glow skincare products in the city of Surabaya, 2 ) Price perception has no significant effect on the Purchase Decision of MS Glow Skincare in the City of Surabaya, 3) Product Quality has a significant effect on the Purchase Decision of MS Glow Skincare in the City of Surabaya. Keywords: Influencer Marketing, Price Perception, and Product Quality.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Influencer Marketing, Persepsi Harga, dan Kualitas Produk. Influencer Marketing, Price Perception, and Product Quality.
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Dian Ayu Wulandari UWKS
Date Deposited:	28 Nov 2022 05:57
Last Modified:	28 Nov 2022 05:57
URI:	http://erepository.uwks.ac.id/id/eprint/13274

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