Dewi, Putu Naditha Prashanti and Dr. Himmiyatul Amanah Jiwa Juwita,, SE., M.M., (2023) Pengaruh Brand Trust dan Social Media Marketing terhadap Purchase Decision Produk Kecantikan Viva (Studi Pada Mahasiswa di Indonesia)”. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan social media marketing terhadap purchase decision produk kecantikan Viva pada mahasiswa di Indonesia. Jenis penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan pengaruh antara variabel independent dan dependen melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden dimana penyebaran kuesioner dilakukan melalui Google formulir secara online. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responden yang merupakan mahasiswi di Indonesia yang pernah membeli produk kecantikan Viva minimal satu kali. Alat uji penelitian menggunakan uji validitas, uji reliabilistas, asumsi klasik, dan regresi linear berganda dengan menggunakan SPSS ver. 25. Pengujian hipotesis dalam penelitian ini menggunakan uji-t dengan hasil penelitian menunjukan bahwa dari ketiga variabel yaitu brand trust dan social media marketing, keduanya memiliki pengaruh positif signifikan terhadap purchase decision.
English Abstract
The purpose of this research is to identify the influence of brand trust and social media marketing on the decision of Indonesian university students to purchase Viva's beauty products. This explanatory research explains and proves the relationship between its independent and dependent variables through hypothesis testing. Using nonprobability sampling method and purposive sampling technique, 100 Indonesian female students who had purchased Viva beauty products at least once were selected as the respondents. The data was harvested via Google Forms online questionnaires. The instruments used in this research are validity test, reliability test, classical assumption test, and multiple linear regression; all of which were performed in SPSS version 25. The hypotheses were assessed using t-test, resulting in that brand trust and social media marketing positively and significantly influence the purchase decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020837 |
| Uncontrolled Keywords: | brand trust, social media marketing, purchase decision |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 19 Mar 2024 04:48 |
| Last Modified: | 19 Mar 2024 04:48 |
| URI: | http://repository.ub.ac.id/id/eprint/217212 |
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