Pengaruh Social Media Marketing, Persepsi Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Lulur Citra di Kota Surabaya

Rizqina, Rr. Rachmalia Nadia (2025) Pengaruh Social Media Marketing, Persepsi Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Lulur Citra di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The development of the cosmetics industry in Indonesia is currently experiencing growth. rapidly supported by the rapid development of technology at this time. However, this is also accompanied by quite intense competition between industries cosmetics in Indonesia and abroad. One of the cosmetic brands that is quite affected by this phenomenon is Citra. This research aims to knowing the influence of social media marketing, price perception, and product quality towards the purchasing decision of Citra body scrub products in the city of Surabaya. This research uses a quantitative method with purposive sampling. to determine the sample criteria. The sample in this study consists of 112. respondents. Data analysis in this study uses the Partial Least method. Square (SEM-PLS) and processed using the SmartPLS application. The research results stating that social media marketing, price perception, and product quality positively and significantly influences the purchasing decision of Citra body scrub products in the city of Surabaya.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Pudjoprastyono, Hery	NIDN0718036202	herypmnj.upnjatim@gmail.com
Thesis advisor	Hariyana, Nanik	NIDN2110108701	nanik.hariyana.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HC Economics

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Rr. Rachmalia Nadia Rizqina

Date Deposited:

09 Jul 2025 03:39

Last Modified:

09 Jul 2025 03:39

URI:

https://repository.upnjatim.ac.id/id/eprint/39308