Ilmi, Diva Faridathul (2024) Pengaruh Influencer, Review Online Costumer dan Social Media Marketing terhadap Minat Beli Produk Skintific ( Studi Pada Konsumen Produk Skintific Area Surabaya ). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
A new brand's success in a tight and dynamic commercial environment depends on its ability to develop winning marketing tactics. A potential new entrant in the market is the new brand Skintific, which is evolving in this era of technology and digital change. The purpose of this study was to determine the impact of influencer marketing on teenage consumers' propensity to purchase Skintific products in the Surabaya area. A total of 200 Surabaya residents aged between 15 and 30 years old who have used Skintific skincare products were used in this study. The findings of this study indicate that influencers and online customer evaluations have a large and beneficial impact on purchase intention in consumers of Skintific products. Whereas social media marketing has no effect on buying interest in consumers of Skintific products. Research Methods: The research used is a type of quantitative research. The population in this study are Skintific product users who live in Surabaya, aged 15 and 30 years who have used Skintific skin care products using a sample of 200 respondents. The sampling method used is non probability sampling, and the sampling technique is purposive sampling. Multiple linear regression analysis was applied to analyze the data tested with SPSS version 25. Results: This study shows that influencers and online customer evaluations have a large and beneficial impact on buying interest in Skintific product consumers. While social media marketing has no effect on buying interest in consumers of Skintific products. Conclusion: It can be concluded that there is a positive and significant influence on influencer variables and online customer reviews on buying interest in consumers of Skintific products in the Surabaya area based on the results of research findings and data analysis conducted by researchers related to influencers, online customer reviews, social media marketing, and buying interest in Skintific products. Meanwhile, customers in the Surabaya area who purchase Skintific products do not show a tendency to purchase Skintific products because the social media marketing variable is not significant.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | DIVA FARIDATHUL ILMI | ||||||||
| Date Deposited: | 30 May 2024 08:15 | ||||||||
| Last Modified: | 30 May 2024 08:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23537 |
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