Susanti, Dewi (2025) Pengaruh Digital Marketing, Kualitas Produk, dan Online Customer Review Terhadap Keputusan Pembelian Produk Kosmetik Maybelline pada Mahasiswa di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study was conducted to determine the influence of digital marketing, product quality, and online customer reviews on purchasing decisions. The population in this study were female college students who use Maybelline products domiciled in Surabaya and use the TikTok application. The sample obtained was 152 respondents using a non-probability sampling method with the following criteria: 1) Respondents who have used the TikTok application in the past 1 year. 2) Respondents who have used Maybelline products in the past 1 year. and 3) Respondents are female college students in Surabaya. The data collection technique used a questionnaire with a Likert scale of 1-5 and was analyzed using SEM-PLS version 4.0. The results of the study indicate that digital marketing, product quality and online customer reviews have a positive and significant influence on purchasing decisions for Maybelline cosmetic products. Intensive digital marketing, high-quality products and many positive reviews will encourage purchasing decisions for Maybelline cosmetic products and be able to maintain its position in the competitive beauty market.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Dewi Susanti | ||||||||
| Date Deposited: | 14 Jul 2025 03:47 | ||||||||
| Last Modified: | 14 Jul 2025 03:47 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39396 |
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