Pengaruh Citra Merek, Persepsi Kualitas Dan Sosial Media Influencer Terhadap Minat Beli Produk Skin Care Scarlett Whitening ( Studi Kasus Pada Wanita Di Kota Surabaya )

Manek, Maria Yanuaria (2022) Pengaruh Citra Merek, Persepsi Kualitas Dan Sosial Media Influencer Terhadap Minat Beli Produk Skin Care Scarlett Whitening ( Studi Kasus Pada Wanita Di Kota Surabaya ). Bachelor (S1) thesis, Wijaya Kusuma Surabaya Universitiry.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui : 1) Pengaruh Citra Merek terhadap Minat Beli Produk Skin Care Scarlett Whitening, 2) Pengaruh Persepsi Kualitas Terhadap Minat Beli Produk Skin Care Scarlett Whitening, 3) Pengaruh Sosial Media Influencer Terhadap Minat Beli Produk Skin Care Scarlett Whitening. Penelitian ini dilatarbelakangi oleh produk skin care scarlett yang saat ini sangat terkenal dikalangan wanita dan banyak para influencer yang mereview produk skin care scarlett whitening ini dan merasa sangat puas dengan manfaat yang ada dalam produk tersebut. Populasi dalam penelitian ini adalah seluruh wanita yang mengetahui produk skin care scarlett whitening di Kota Surabaya. Teknik pengambilan sampel menggunakan teknik purposive sampling yang artinya sampel berdasarkan kriteria. Adapun kriteria sampel dalam penelitian ini yaitu : 1) Usia lebih dari 18 tahun, 2) Mengenal ataupun mengetahui sosial media influencer seperti Ria Ricis, Karin Novilda, Rachel Venya, Tasya Farasya, Darah Arafah, Nanda Arsyinta dan Lula Lahfah. Sampel yang digunakan dalam penelitian ini berjumlah 100 responden. Teknik analisis data dalam penelitian ini yaitu analisis deskriptif, uji asumsi klasik, dan analisis regresi linear berganda dengan menggunakan program aplikasi SPSS Statistics 23. Hasil dari penelitian ini menunjukkan bahwa : 1) Citra Merek berpengaruh signifikan terhadap minat beli produk skin care scarlett whitening, 2) Persepsi Kualitas berpengaruh signifikan terhadap minat beli produk skin care scarlett whitening, 3) Sosial Media Influencer berpengaruh signifikan terhadap minat beli produk skin care scarlett whitening. Kata Kunci : Citra Merek, Persepsi Kualitas, dan Sosial Media Influencer. ABSTRACT This research aim to determine: 1) The Effect of Brand Image on Interest in BuyingProducts Skin Care Scarlett Whitening, 2) The Effect of Quality Perception on Interest in BuyingProducts Skin Care Scarlett Whitening, 3) The Influence of Social Media Influencers on Interest in BuyingProducts Skin Care Scarlett Whitening. This research was motivated by the Scarlett skin care product which is currently very popular among women and many influencers who reviewed thisproduct skin care Scarlett Whiteningand were very satisfied with the benefits contained in the product. The population of all women who know about scarlett whitening skin care products in the city of Surabaya. The sampling technique used is purposive sampling, which means that the sample is based on criteria. The sample criteria in this research are: 1) over 18 years old 2) Knowing or knowing social media influencers such as Ria Ricis, Karin Novilda, Rachel Venya, Tasya Farasya, Blood Arafah, Nanda Arsyinta and Lula Lahfah. The sample used in this study amounted to 100 respondents. The data analysis techniques in this study are descriptive analysis, classical assumption test, and multiple linear regression analysis using the SPSS Statistics 23 application program. The results of this study indicate that: 1) Brand Image has a significant effect on buying interest inproducts skin care Scarlett Whitening, 2 ) Quality perception has a significant effect on buying interest inproducts skin care scarlett whitening, 3) Social Media Influencers have a significant effect on buying interest inproducts skin care scarlett whitening. Keywords: Brand Image, Perceived Quality, and Social Media Influencers.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Brand Image, Perceived Quality, and Social Media Influencers.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Maria Yanuaria Manek
Date Deposited:	04 Apr 2022 05:34
Last Modified:	04 Apr 2022 05:34
URI:	http://erepository.uwks.ac.id/id/eprint/11294

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