SKRIPSI MBS

PENGARUH HARGA, KUALITAS PRODUK, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN MADAME GIE

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ABSTRACT

Purchasing decisions every consumer must have various considerations,
including considering price factors, product quality, and also products that have
been recognized by the public. This study aims to test and determine the effect of
price, product quality, and social media marketing on purchasing decisions for
Madame Gie sunscreen. This study uses quantitative research methods. The
population in this study were students of UIN Raden Mas Said Surakarta who had
bought and used Madame Gie sunscreen.
The sampling technique used is Non Probability Sampling with a Purposive
Sampling approach and the data collection technique uses a questionnaire with a
total of 96 respondents. Data analysis in this study includes validity test, reliability
test, classical assumption test (normality test, multicollinearity test,
heteroscedasticity test), multiple regression analysis, coefficient of determination
test, f test, and t test. With IBM SPSS 16 software tools.
The results of this study can be concluded that price has a positive and
significant effect on purchasing decisions seen from the value of the regression
coefficient 0.190 positive value and the calculated t value obtained of 11.978
Product quality has a positive and significant effect on purchasing decisions seen
from the regression coefficient value of 0.485 positive value and the calculated t
value obtained of 15.852, and social media marketing has a positive and significant
effect on purchasing decisions seen from the regression coefficient value of 0.029
positive value and the calculated t value obtained of 8.410. The results of the f test
can be concluded that the variables of price, product quality, and social media
marketing simultaneously have a positive and significant effect on Madame Gie
sunscreen purchase decisions seen from the calculated f value of 83,842.
Keywords: Price, Product Quality, Social Media Marketing, Purchasing Decisions.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 PRA p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 125 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Pratiwi Eka Saputri

Versi lain/terkait

Lampiran Berkas

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