Pengaruh Brand Awareness, Online Customer Review, dan Social Media Marketing Terhadap Keputusan Pembelian Produk Skincare Peeling Serum Elformula

Sari, Fifinnela Winie (2025) Pengaruh Brand Awareness, Online Customer Review, dan Social Media Marketing Terhadap Keputusan Pembelian Produk Skincare Peeling Serum Elformula. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to examine and analyze the influence of brand awareness, online customer reviews, and social media marketing on the purchase decision of the Elformula peeling serum skincare product. The study targeted a population of consumers who have previously purchased and used the Elformula peeling serum skincare product. The sample size consisted of 84 respondents, selected using a purposive sampling method. The results of this study indicate that brand awareness does not significantly influence the purchase decision of the Elformula peeling serum skincare product. Meanwhile, online customer reviews and social media marketing were found to have a significant impact on the purchase decision of the Elformula peeling serum skincare product.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Awareness, Online Customer Review, Social Media Marketing, Purchase Decision
Subjects: A General Works > AG Dictionaries And Other General Reference Works
H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
L Education > LB Theory and practice of education
T Technology > T Technology (General)
Z Bibliography. Library Science. Information Resources > Z004 Books. Writing. Paleography
Z Bibliography. Library Science. Information Resources > Z719 Libraries (General)
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources
Divisions: Theses - S1 > Management Study Program
Depositing User: Fifinnela Winie Sari
Date Deposited: 26 Feb 2025 09:53
Last Modified: 26 Feb 2025 09:53
URI: http://eprints.ukmc.ac.id/id/eprint/13520

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