The Effect Of Paylater System, Flash Sale, And Viral Advertising On The Purchase Decision Of Beauty And Personal Care Products

Chaniago, Alliza Davyza and Vietha Devia, Ss, S.E., M.E., Ph.D. (2023) The Effect Of Paylater System, Flash Sale, And Viral Advertising On The Purchase Decision Of Beauty And Personal Care Products. Sarjana thesis, Universitas Brawijaya.

Abstract

Ekspansi bisnis produk kecantikan dan perawatan pribadi, seiring dengan perkembangan e-commerce dan media sosial, telah mendorong dan mempengaruhi perilaku pembelian konsumen. Penelitian ini dilakukan untuk mengetahui apakah metode pembayaran Paylater, Flash Sale, dan Iklan yang Viral mempengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan data primer dengan mengumpulkan 240 responden yang valid. Data analisis dalam penelitian ini menggunakan Partial Least Square - Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menujukkan bahwa Paylater, Flash Sale, dan Viral Advertising memiliki dampak yang signifikan terhadap keputusan pembelian konsumen produk kecantikan dan perawatan pribadi. Selain itu, implikasi dan arah untuk penelitian kedepannya dibahas lebih lanjut.

English Abstract

The expansion of the beauty and personal care business, coupled with the development of e-commerce and social media, has encouraged and affected consumer purchasing behavior. This study tries to determine whether the Paylater payment method, Flash Sale events, and viral advertising impact consumer purchasing decisions. This study used primary data and gathered 240 valid respondents. The data were analyzed using Partial Least Square - Structural Equation Modeling (PLS-SEM). Paylater, Flash Sale, and Viral Advertising, investigated in this study, were found to have a significant impact on the beauty and personal care product consumers' purchase decisions. In addition, consequences and directions for future research are discussed.

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020033
Uncontrolled Keywords:	Paylater; Flash Sale; Iklan Viral; Keputusan Pembelian; Produk Kecantikan dan Perawatan Pribadi,Paylater; Flash Sale; Viral Advertising; Purchase Decision; Beauty and Personal Care Products.
Subjects:	600 Technology (Applied sciences) > 657 Accounting
Divisions:	Fakultas Ekonomi dan Bisnis > Akuntansi
Depositing User:	Nur Cholis
Date Deposited:	21 Sep 2023 01:56
Last Modified:	21 Sep 2023 01:58
URI:	http://repository.ub.ac.id/id/eprint/203102

Text (DALAM MASA EMBARGO) Alliza Davyza Chaniago.pdf Restricted to Registered users only until 31 December 2025. Download (3MB)

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