Sianturi, Angie Arni Giovani (2024) Pengaruh Kualitas Produk, Kepercayaan Merek dan Social Media Marketing terhadap Keputusan Pembelian Lipstik Wardah di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the current era of swift technological progress, businesses must develop effective strategies and foster innovation to draw in customers and thrive in the competitive marketplace. The objectives of this research are to: (1) assess how brand trust affects purchase decisions; (2) look into how product quality affects decisions to buy; and (3) investigate how social media marketing affects decisions to buy. The research utilizes a quantitative methodology. A sample of 120 respondents is selected from the community, which is made up of Surabaya City residents who use Wardah lipstick. The sampling method used is called purposeful sampling. Questionnaires are used to collect data, and the Likert Scale is used to measure the study's variables. With the use of SmartPLS software, partial least squares (PLS) analysis is the analysis method employed. The study's conclusions show that brand trust and product quality have a big impact on consumers' decisions to buy. Nevertheless, purchasing decisions are not greatly impacted by social media marketing.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Angie Arni Giovani Sianturi | ||||||||||||
| Date Deposited: | 22 Jul 2024 03:43 | ||||||||||||
| Last Modified: | 22 Jul 2024 03:43 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/26966 |
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