PENGARUH SOCIAL MEDIA MARKETING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK Y.O.U BEAUTY

MAHARANI, NABILAH INAYAH and Mavilinda, Hera Febria (2024) PENGARUH SOCIAL MEDIA MARKETING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK Y.O.U BEAUTY. Undergraduate thesis, Sriwijaya University.

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Abstract

The cosmetics business is currently experiencing quite rapid growth. Every consumer certainly has different considerations when choosing cosmetic products. Y.O.U Beauty does this by presenting various products that suit people's needs. Y.O.U Beauty's strategy in increasing consumer purchasing decisions for its products is through social media marketing and sales promotion. Marketing activities via social media by presenting interesting and useful content for consumers can impact purchasing decisions. Additionally, through Shopee e-commerce, Y.O.U Beauty often holds sales promotions on several products such as discounts, free shipping, and gifts. This research examines how social media marketing and sales promotion influence consumer decisions in purchasing Y.O.U Beauty cosmetic products. The method in this research is quantitative with a descriptive approach. The population in this research is all consumers who have purchased Y.O.U Beauty cosmetic products, and the sample research is 100 respondents. This research uses primary data obtained through distributing questionnaires and continues with analyzing hypothesis testing. The data was processed using SPSS 26 software. The results of this research are that simultaneously the variables social media marketing (X1) and sales promotion (X2) have a positive and significant effect on purchasing decisions (Y). Partially, social media marketing (X1) and sales promotion (X2) have a positive and significant on purchase decisions (Y).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Sales Promotion, Social Media Marketing, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Nabilah Inayah Maharani
Date Deposited:	19 Jun 2024 04:44
Last Modified:	19 Jun 2024 04:44
URI:	http://repository.unsri.ac.id/id/eprint/147018

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