Laily, Faridatul and Ida Yulianti, SE., MBA., M.M., Ph.D. (2023) Pengaruh Viral Marketing, Product Quality, Dan Price Terhadap Purchase Decision Produk Skintific (Studi Pada Pengguna Tiktok Shop). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan industri skincare yang sangat pesat berdampak pada ketatnya rivalitas dalam sektor usaha perawatan kecantikan atau skincare. preferensi konsumen yang dinamis dan adanya kemungkinan untuk melakukan variety seeking membuat perusahaan skincare harus mengidentifikasi faktor yang mempengaruhi keputusan pembelian agar dapat memenangkan persaingan. Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing, product quality dan price terhadap purchase decision produk Skintific (studi pada konsumen TikTok Shop). Jenis penelitian ini adalah explanatory research dengan metode kuantitatif. Penelitian ini menggunakan sampel sebanyak 100 responden, Pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Kriteria responden yang dibutuhkan dalam penelitian ini adalah berusia minimal 17 tahun, pernah membeli dan menggunkan produk Skintific, dan pengguna aktif TikTok serta pernah bertransaksi melalui TikTok Shop. Penelitian ini menggunakan Statistical Package for the Social Sciences (SPSS) untuk melakukan uji validitas, uji reliabilitas dan uji asumsi klasik. Teknik analisis data menggunakan uji regresi linear berganda. Uji hipotesis dilakukan untuk menguji hipotesis secara parsial dan simultan. Berdasarkan hasil pengujian hipotesis diperoleh data variabel viral marketing (X1), product quality (X2), dan price (X3) masing-masing berpengaruh signifikan secara parsial terhadap purchase decision produk Skintific
English Abstract
The rapid development of skincare industry has created business rivalry in this sector. The dynamic consumer preferences and the possibility for variety seeking require companies in this business to recognize factors affecting purchase decision in order to win the competition. This research aims to identify the effects of viral marketing, product quality, and price on the decision to purchase Skintific products by studying the users of TikTok Shop. The respondents of this quantitative explanatory research were selected using non-probability sampling method and purposive sampling technique with the criteria of people with the minimum age of seventeen years who have seen Skintific ads in TikTok Shop and have bought and used the product after making purchases from the shop. The validity, reliability, and the classical assumption teste were conducted in the Statistical Package for Social Sciences (SPSS), while the data was analyzed using multiple linear regression. The results of the hypothesis testing concerning the partial and simultaneous effect have led to findings that viral marketing (X1), product quality (X2), and price (3) partially have significant effects on the decision to purchase Skintific products.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020229 |
| Uncontrolled Keywords: | Viral Marketing, Product Quality, Price, Purchase Decision. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 06 Dec 2023 03:00 |
| Last Modified: | 06 Dec 2023 03:00 |
| URI: | http://repository.ub.ac.id/id/eprint/204998 |
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