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All Journal ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING
Afriyani Dwi Tanti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Produk Skincare: Persepektif Social Media Marketing, Kualitas Produk, Dan Persepsi Harga Afriyani Dwi Tanti; Edy Nursanta; Widiyarsih; Siti Masitoh
ARBITRASE: Journal of Economics and Accounting Vol. 5 No. 2 (2024): November 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v5i2.2015

Abstract

This study aims to analyze the influence of social media marketing, product quality and price perceptions on purchasing decisions for skincare products (Study of users of The Originote skincare products in Tangerang City). The analysis method in this research uses quantitative primary data, the test stages carried out are validity, reliability, normality, heteroscedasticity, multicollinearity, multiple linear regression analysis, coefficient of determination, t test and F test. The data used in this research uses questionnaire instruments, and Valid data was collected from 120 respondents. The sampling method in this research was purposive sampling. The testing tool used is SPSS Version 26. The results of the research show that the variables Social Media Marketing, Product Quality, and Price Perception partially influence the decision to purchase The Originote Skincare product. The results of the research show that the variables Social Media Marketing, Product Quality, and Price Perception simultaneously influence purchasing decisions for The Originote Skincare products.
Co-Authors Edy Nursanta Siti Masitoh Widiyarsih