PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SUNSCREEN WARDAH DI KOTA PALEMBANG

SALSABILAH, TIARA and Mavilinda, Febria Hera (2025) PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SUNSCREEN WARDAH DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of Social Media Marketing and Influencer Marketing on Purchasing Decisions on Wardah sunscreen products in Palembang City. This type of research is quantitative research. Sample collection was carried out using non-probability sampling techniques with purposive sampling method which amounted to a sample of 100 respondents. The analysis technique used is multiple linear analysis techniques using SPSS Statistic 30 for Windows. The results of this study indicate that Social Media Marketing and Influencer Marketing have a positive and significant influence both partially and simultaneously on purchasing decisions for Wardah sunscreen products in Palembang City. Keywords: social media marketing, influencer marketing, purchase decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	social media marketing, influencer marketing, keputusan pembelian.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Tiara Salsabilah
Date Deposited:	14 Mar 2025 07:39
Last Modified:	14 Mar 2025 07:39
URI:	http://repository.unsri.ac.id/id/eprint/168875

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