Pengaruh Inovasi Produk dan Persepsi Harga Terhadap Keputusan Pembelian Masker Stick Skintific dengan Influencer Marketing sebagai Variabel Moderasi

Winata, Priguna (2026) Pengaruh Inovasi Produk dan Persepsi Harga Terhadap Keputusan Pembelian Masker Stick Skintific dengan Influencer Marketing sebagai Variabel Moderasi. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically examine and analyze whether product innovation and price perception influence purchasing decisions of Skintific Stick Mask, with Influencer marketing as a moderating variable. This study employs a quantitative approach using a non-probability sampling technique through purposive sampling. The sample was selected based on several predetermined criteria, resulting in a total of 120 respondents. Data analysis was conducted using the Structural Equation Modeling (SEM) method with SmartPLS software. Based on the results of the analysis, it was found that product innovation has a positive and significant effect on purchasing decisions of Skintific Stick Mask, price perception was found have positive and significant effect on purchasing decisions of Skintific Stick Mask. Furthermore, product innovation does not have a significant effect on purchasing decisions of Skintific Stick Mask when moderated by Influencer marketing, while price perception has a significant effect on purchasing decisions of Skintific Stick Mask when moderated by Influencer marketing.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Product Innovation, Price Perception, Purchasing Decision, Influencer Marketing
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HG Finance
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 3875 not found.
Date Deposited: 20 Jul 2026 07:13
Last Modified: 20 Jul 2026 07:13
URI: http://eprints.ukmc.ac.id/id/eprint/15646

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