Susilawati, Mei (2025) Analisis Minat Beli Masyarakat Terhadap Produk Skincare MS Glow (Studi Pada Masyarakat di Kota Cilacap). Skripsi thesis, universitas BPD.
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Abstract
In the era of globalization, business competition is getting tighter with the presence of various products and brands on the market. The purpose of this study is to examine the influence of price, social media, and celebrity endorsers on consumer purchasing interest in MS Glow skincare products. In this research problem, MS Glow Skincare Product sales increased, even though there were negative comments on social media regarding product quality. The population in this study was MS Glow skincare products marketed in Cilacap City. This study uses the Grand Theory of Planned Behavior (TPB). The sampling technique used in this study was a non-probability sampling approach. The type or method of sampling used was purposive sampling with a sample size of 97 respondents. The Price variable (X1) has a negative and significant effect on Buying Interest (Y) for MS Glow skincare products. Meanwhile, the Social Media variable (X2) and Celebrity Endorser (X3) have a positive and significant effect on Buying Interest (Y) for MS Glow skincare products. This means that the Price variable (X1), Social Media (X2), and Celebrity Endorser (X3) contribute 73.2% in explaining the Buying Interest variable (Y). Meanwhile, the remaining 0.268 or 26.8% is influenced by other variables that were not studied, such as product quality variables, direct promotion, and user experience. Keywords: Price, Social Media, Celebrity Endorser, and Purchase Intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Abstrak Di era globalisasi, persaingan bisnis semakin ketat dengan hadirnya beragam produk dan merek di pasar. Tujuan dari penelitian ini untuk pengaruh harga, media sosial, dan celebrity endorser terhadap minat beli konsumen produk skincare MS Glow. Dalam masalah penelitian Produk Skincare MS Glow ini penjualan meningkat, padahal terdapat komentar negatif di media sosial terkait kualitas produk. Populasi dalam penelitian ini adalah Produk skincare MS Glow yang dipasarkan di Kota Cilacap. Penelitian ini menggunakan Grand Theory Of Planned Behaviour (TPB). Teknik sampling yang digunakan dalam penelitian ini dengan pendekatan non probability sampling. Jenis atau metode sampling yang digunakan adalah purposive sampling dengan jumlah sample sebanyak 97 responden. Variabel Harga (X1) berpengaruh negatif dan signifikan terhadap Minat Beli (Y) produk skincare MS Glow. Sedangkan variabel Media Sosial (X2) dan Celebrity Endorser (X3) berpengaruh positif dan signifikan terhadap Minat Beli (Y) pada produk skincare MS Glow. Hal ini berarti bahwa variabel Harga (X1), Media Sosial (X2), dan Celebrity Endorser (X3) memiliki kontribusi sebesar 73,2% dalam menerangkan variabel Minat Beli (Y). Sementara sisanya 0,268 atau 26,8% dipengaruhi variabel-variabel lain yang tidak diteliti seperti variabel kualitas produk, promosi langsung, pengalaman pengguna. Kata kunci: Harga, Media Sosial, Celebrity Endorser, dan Minat Beli |
| Uncontrolled Keywords: | Kata kunci: Harga, Media Sosial, Celebrity Endorser, dan Minat Beli |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce H Social Sciences > HG Finance |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 19 Oct 2025 09:34 |
| Last Modified: | 19 Oct 2025 09:34 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2929 |
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