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Mahmud Mahmud
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Enhancing Skincare Purchase Decisions: A Case Study of Facetology in Semarang City Anisah Gadiez Salsa Aprilleony; Mahmud Mahmud; Bara Zaretta; Febrianur Ibnu Fitroh Sukono Putra
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 2 No. 2 (2025): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v2i2.342

Abstract

This study aims to analyze the influence of brand image, word of mouth, and product quality on the purchase decision of Facetology skincare products. The study uses a quantitative method to obtain objective and generalizable results. The sample consisted of 100 respondents, who were individuals who had purchased or used Facetology skincare products. The sampling technique used was purposive sampling, ensuring that the selected respondents met criteria relevant to the research objectives. Data collection was conducted through the distribution of questionnaires to the selected respondents to gather the necessary information. The data analysis technique employed was Smart PLS 4.0, which efficiently and accurately measures the relationships between variables. This study emphasizes the importance of understanding the factors influencing purchase decisions in the skincare industry, particularly for the Facetology brand. The results of the study indicate that word of mouth has a positive and significant effect on the purchase decision of Facetology products. Additionally, brand image was found to have no significant effect on the purchase decision, while product quality had a positive and significant effect on the purchase decision of Facetology products. The implications of this study suggest that the company can leverage word of mouth as an effective marketing strategy and focus more on improving product quality to influence consumer purchase decisions.
Co-Authors Agus Ruswandi Ahcmad Farich Aliya Zahra Alya Latiffa Amalia Enggar Pratiwi Andi Nur fadillah Anisa Yuliani Anisah Gadiez Salsa Aprilleony Annisa Dewi Pangestuti Annisya Bunga Pertiwi Aries Setiawan Asmarika Wibawati Astri Kurnia Lestari Aulia Rahma Awanis L. Haziroh Awanis Linati Haziroh Azrian Noor Badaruddin Mu'min Bambang hermani Bara Zaretta Bintang Balele Busman Busman Cahaya Al Amin Chairul Abdi Dhiyaur Rahmah Diana Aqmala Dina Puspita Sari Dwi Finna Syolendra Dwi Yuliyanti Astuti Effendi, Maya Syafriana Ekarat Chaichotchuang Elsa Nadia Pratiwi Endri Sentosa Era N R Oktaviana Erdina L.A Rampun Erna Erna Erna Sri Adiningsih Fadia Zulfa Kanaya Fatmawati Fatmawati Febrianur Ibnu Fitroh Sukono Putra Fhaif Yusron Afdillah Fitri Ekasari Fitri Ria Mustalifah Gista Yuliza Fitri Gumilar, Setia Haris Budiana Hasan Basri Herlina Astuti Hermin Andi Magga Herry Subagyo Hesty Parbuntari Indra Laksana Iskandar Effendi Ismail Ismail Julia Mulidawati Kembang, Lale Puspita Khairil Ansar Lalu Delsi Samsumar, M.Eng. Lamidi, Lamidi Lilis Suryani M Iqbal Marjam Desma Rahadhini Maulana Rafli Azami Maulidda Amanda Rossa Mita Riani Rezki Muhamad Aulia Aulia Muhammad Agus Muljanto Muhammad Iqbal Fikry Alamsyah Muhammad Zain Maajid Mulyadi Mulyadi Musdalifah Musdalifah Muthia Elma Nabilla Putri Amaria Nana Noviada Kwartawaty Nanda Adhi Purusa Naysila Angelli Nida Noviani Elma Nopi Stiyati Prihatini Nunung Nurnilasari Nur baity Nurlindah Nurlindah Nurul Hayat Nurul Hayat Pahmi Pahmi Puji Handayati Qonita Maharani R Misriah Ariyani Rahmat Hidayatullah Rijali Noor Rina Wulandari Roymon Panjaitan Said Darnius Said Idrus Sarpan Sarpan Shoalihin Shoalihin Sih Darmi Astuti Sisca Dian Rahmawati SITI FATIMAH Siti Nafilah Sovitriana, Rilla Sri Benti Etika Suhita W. Setyahuni Suljumansah Suljumansah sunardi sunardi Syahril Syahril Syahril Syawal Taufiqur Rohman Tri Yudha S Tubagus Achmad Darodjat Umi Baroroh Lili Utami Usman Usman Vita Dhameria Viviani, Olinda Yayuk Ike Melani Yulinar Yulinar Zainuddin Muchtar zulfahmi HB