HERLINAWATI, VIVIN (2026) PENGARUH PROMOSI MEDIA SOSIAL, E-WOM, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW (Studi Empiris Produk Skincare Glad2Glow di Kota Madiun). S1 thesis, Universitas PGRI Madiun.
![[img]](https://eprint.unipma.ac.id/style/images/fileicons/text.png) |
Text
Halaman depan.pdf Download (4MB) |
|
Text
Abstrak.pdf Download (117kB) |
|
Text
Bab I.pdf Download (381kB) |
|
Text
Bab II.pdf Download (437kB) |
|
Text
Bab III.pdf Restricted to Repository staff only Download (249kB) |
|
Text
Bab IV.pdf Restricted to Repository staff only Download (529kB) |
|
Text
Bab V.pdf Download (81kB) |
|
Text
Daftar Pustaka.pdf Download (138kB) |
|
Text
Lampiran.pdf Restricted to Repository staff only Download (3MB) |
Abstract
This research aims to determine the influence of Social Media Promotion, Electronic Word of Mouth (E-WOM), Brand Image, and Product Quality on Purchase Decision among consumers of Glad2Glow skincare products in Madiun City. This study employs a quantitative approach with a causal-associative research design. The research sample consisted of 385 respondents selected through purposive sampling based on the Lemeshow formula. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²) using SPSS 25. The results show that Social Media Promotion, E-WOM, Brand Image, and Product Quality each have a positive and significant partial effect on Purchase Decision. Simultaneously, the four variables also have a positive and significant effect on Purchase Decision. The Adjusted R Square value of 0.813 indicates that 81.3% of Purchase Decision is explained by Social Media Promotion, E-WOM, Brand Image, and Product Quality, while the remainder is influenced by other variables outside this study.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci: Promosi Media Sosial, E-WOM, Brand Image, Kualitas Produk,Keputusan Pembelian. Keywords: Social Media Promotion, E-WOM, Brand Image, Product Quality, Purchase Decision. |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | VIVIN HERLINAWATI VIVIN |
| Date Deposited: | 21 Oct 2026 07:38 |
| Last Modified: | 21 Oct 2026 07:38 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10561 |
Actions (login required)
 |
View Item |
