Suryani, Suryani (2025) Pengaruh Kualitas Produk, Peer Influence dan Social Media Marketing terhadap Minat Beli Produk Skincare Bening's (Studi Pengamatan pada Pengguna Media Sosial TikTok di Kota Tangerang Selatan). Undergraduate thesis, Universitas Pembangunan Jaya.
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2. abstract.pdf Download (1MB) |
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3. abstrak.pdf Download (1MB) |
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4. daftar isi.pdf Download (1MB) |
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5. Daftar Gambar.pdf Download (355kB) |
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6. daftar tabel.pdf Download (798kB) |
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7. daftar lampiran.pdf Download (309kB) |
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8. BAB I.pdf Download (536kB) |
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9. BAB II.pdf Download (639kB) |
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10. BAB III.pdf Download (512kB) |
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11. BAB IV.pdf Download (1MB) |
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12. BAB V.pdf Download (279kB) |
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13. DAFTAR PUSTAKA.pdf Download (394kB) |
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Lampiran Skripsi.pdf Download (1MB) |
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15. Berita Acara Unggah Mandirii.pdf Download (640kB) |
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16. Bukti Lolos Similarity.pdf Download (650kB) |
Abstract
This study aims to analyze the influence of product quality, peer influence, and social media marketing (SMM) on consumer purchase intention for Bening's skincare products. The research focuses on TikTok users in South Tangerang City as the target population. A quantitative approach was employed, utilizing primary data collected through questionnaires. The respondents consisted of 103 active TikTok users familiar with Bening's skincare products, selected using a purposive sampling technique. The data were analyzed using SPSS to perform validity tests, reliability tests, and multiple regression analysis. The results show that product quality, peer influence, and social media marketing have a significant and positive effect on purchase intention, both partially and simultaneously. Among these factors, social media marketing has the strongest influence, highlighting TikTok's effectiveness as a platform to attract potential buyers. This study underscores the importance of integrating high-quality products with appropriate social media marketing strategies and leveraging peer influence to enhance consumer purchase intention. These findings provide valuable insights for Bening's skincare and similar businesses in optimizing their marketing strategies and expanding market reach through social media platforms like TikTok
| Item Type: | Karya Tulis Ilmiah (KTI) (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | product quality, peer influence, social media marketing, purchase interest, TikTok, Bening's skincare |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Humaniora dan Bisnis > Prodi Manajemen |
| Depositing User: | Suryani Suryani |
| Date Deposited: | 24 Jan 2025 02:47 |
| Last Modified: | 24 Jan 2025 02:49 |
| URI: | http://eprints.upj.ac.id/id/eprint/10372 |
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