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All Journal Jurnal Manajemen Dayasaing
Lestari Rejeki, Lestari
English Letters Department, Adab and Humanities Faculty, Syarif Hidayatullah State Islamic University Jakarta
Decision Sciences, Operations Research & Management Social Sciences

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PENGARUH MEDIA SOSIAL ONLINE DAN MEDIA PROMOSI OFFLINE TERHADAP PEMILIHAN MEREK PRODUK SKINCARE DAN KLINIK KECANTIKAN Kussudyarsana, Kussudyarsana; Rejeki, Lestari
Jurnal Manajemen Dayasaing Vol 22, No 1 (2020): Jurnal Manajemen Daya Saing
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/dayasaing.v22i1.10701

Abstract

This study aims to determine the effect of online social media and offline promotional media on the selection of skincare product brands and beauty clinics. The data used in this study were primary data and sample selection in this study uses a non-probability sampling approach with purposive sampling technique. The sample used was 300 respondents. Data analysis methods in this study include validity test, reliability test, classic assumption test, multiple linear regression test, hypothesis test. The results of this study indicate that (1) online social media has a significant effect on the selection of skincare product brands (2) online social media has a significant effect on beauty clinic selection (3) offline promotional media has a significant effect on skincare product brand selection (4) offline promotional media influences significant to the selection of beauty clinics (5) online social media is more effective than offline promotion media on the selection of skincare products and beauty clinics. 
Co-Authors Kussudyarsana Kussudyarsana