Pengaruh Social Media Marketing, Kualitas Produk, Dan Presepsi Harga Terhadap Kepuasan Keputusan Pembelian Pada Produk Skintific di Surabaya

Nugrahanti, Raditya Intan (2025) Pengaruh Social Media Marketing, Kualitas Produk, Dan Presepsi Harga Terhadap Kepuasan Keputusan Pembelian Pada Produk Skintific di Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional Veteran Jawa Timur.

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Abstract

This study aims to examine the influence of social media marketing, product quality, and price perception on purchasing decisions for Skintific products in Surabaya. Skintific is a newcomer in the skincare industry that has gained popularity through digital marketing strategies, particularly on social media. A quantitative approach was employed, using a survey method via questionnaires distributed to 100 respondents who are consumers of Skintific products. Data were analyzed using the Partial Least Squares (PLS) method with the assistance of SmartPLS 3.0 software. The results of the study show that all three independent variables—social media marketing, product quality, and price perception—have a positive and significant impact on purchasing decisions. These findings indicate that integrating digital promotional strategies, ensuring high product quality, and offering prices that align with consumer perceptions can enhance purchase interest in skincare products within the local market. Keywords: Social Media Marketing, Product Quality, Price Perception, Purchase Decision, Skintific

Item Type:

Thesis (Undergraduate)

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