SIREGAR, SARAH REGINA (2020) ANALISIS FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM MEMBELI PRODUK SKINCARE SECARA ONLINE SELAMA PSBB PANDEMI COVID-19 DI INDONESIA (Studi Eksploratori Pada Warga Kota Surabaya). Undergraduate thesis, UPN"VETERAN" JATIM.
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Abstract
At the end of 2019, a virus emerged in Wuhan, China, known as SARSCov-2 which spread globally, including in Indonesia. The government has made various efforts to break the spread, one of which is Large-Scale Social Restrictions (PSBB). However, this has an impact on the country's economy. Many industries and businesses in it have experienced a decline, but the skincare industry still survives because people still consume skincare products during PSBB. This study examines the factors that exclude consumers from buying skincare products via online during the Covid-19 Pandemic PSBB. The sample used was 107 respondents. The sampling technique used was purposive sampling. The variables used in this study consist of Product, Price, Place, and Promotion. The analysis technique of this research is exploratory factor analysis. Sixteen variables were used in this study and each of them met the requirements based on the KMO value and the Measure of Sampling Adequency (MSA). Based on factor analysis using rotation (varimax), four new forming factors were obtained as Product Competitiveness (Factor 1), Promotion (Factor 2), Distribution (Factor 3), and Product Formulation (Factor 4). It is found in the final result that the most influencing variable is Product Publicity. Keywords: Factor Analysis, Covid-19, Skincare, Purchasing Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 14 Jun 2021 06:52 | ||||||||
| Last Modified: | 14 Jun 2021 06:53 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1824 |
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