Fatmawati, Anggun (2025) PENGARUH EXPERIENTIAL MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC (Studi Pada Mahasiswa UPN “Veteran” Jawa Timur di Envio Store Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of the skincare industry in Indonesia has increased in line with rising consumer awareness, particularly among younger generations, regarding the importance of personal care. Skintific, an international skincare brand active in the Indonesian market, employs experiential marketing and influencer marketing strategies to attract consumer interest. This study aims to analyze the influence of experiential marketing and influencer marketing on purchasing decisions of Skintific skincare products at Envio Store Surabaya. The population of this research consists of students from UPN "Veteran" East Java who are active users of Skintific skincare products. A quantitative approach was used, involving 100 respondents selected through non-probability sampling using the purposive sampling method. Data were analyzed using multiple linear regression with the assistance of IBM SPSS version 27. The results indicate that both experiential marketing and influencer marketing have a significant influence, both partially and simultaneously, on purchasing decisions. These findings emphasize the importance of integrating experience-based marketing strategies and leveraging influencers in shaping consumer purchasing decisions, particularly in the highly competitive skincare industry. Keywords: Experiential Marketing, Influencer Marketing, Purchasing Decision, Skincare Skintific
| 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: | Anggun Fatmawati | ||||||||
| Date Deposited: | 07 Jul 2025 04:38 | ||||||||
| Last Modified: | 07 Jul 2025 04:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39252 |
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