Nurhaliza, Karina Fasya (2025) Pengaruh Social Media Marketing, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Produk NVMEE Pada Fitur Live TikTok di Kota Surabaya. Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to analyze the influence of social media marketing, product quality, and price perception on purchasing decisions for NVMEE products through the TikTok Live feature in Surabaya. The decline in NVMEE’s sales from late 2024 to mid-2025, after previously achieving significant success in 2023, serves as a key rationale for conducting this research. A quantitative approach was employed using purposive sampling with 96 respondents, consisting of active TikTok users who had previously purchased NVMEE products via the live feature. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The research reveal that all three independent variables social media marketing, product quality, and price perception have a positive and significant influence on purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | karina fasya nurhaliza | ||||||||
| Date Deposited: | 11 Sep 2025 06:48 | ||||||||
| Last Modified: | 11 Sep 2025 06:48 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42805 |
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