Islamiyah, Nuruddina (2026) PENGARUH SALES PROMOTION, ONLINE CUSTOMER REVIEW, DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE DECISION (Studi pada Pengguna Produk Glad2Glow di Kota Surabaya). Undergraduate thesis, UPN VETERAN JATIM.
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Abstract
This study aims to analyze the influence of sales promotion, online customer review, and celebrity endorsement on purchase decision among Glad2Glow product users in Surabaya City. The skincare industry in Indonesia has experienced remarkable growth, intensifying competition among brands, including relatively new entrants such as Glad2Glow. This study employs a causal associative quantitative approach with purposive sampling of 123 respondents who are Glad2Glow product users residing in Surabaya. Data were collected through an online questionnaire using a 5-point Likert scale and analyzed using multiple linear regression with SPSS version 29. The results indicate that simultaneously, the three independent variables significantly influence purchase decision (F = 28.375; sig. = 0.000), with an Adjusted R² value of 0.402. Partially, sales promotion (β = 0.496; sig. = 0.001), online customer review (β = 0.396; sig. = 0.010), and celebrity endorsement (β = 0.141; sig. = 0.032) each positively and significantly influence purchase decision. These findings affirm that an integrated digital marketing strategy encompassing sales promotions, customer review management, and appropriate endorser selection can enhance consumer purchase decisions for skincare products in the digital era.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nuruddina Islamiyah | ||||||||
| Date Deposited: | 10 Jul 2026 06:55 | ||||||||
| Last Modified: | 10 Jul 2026 07:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55046 |
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