Ma'rifah, Fadia Chusnul (2024) Pengaruh Beauty Influencer, Online Customer Review, dan Online Customer Rating Terhadap Keputusan Pembelian Produk Skincare Npure Face Toner. (The Influence of Beauty Influencers, Online Customer Reviews, and Online Customer Rating on Purchasing Decisions for Npure Face Toner Skincare Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Beauty influencers on social media are key in increasing visibility and sales of beauty products, besides that online customer reviews and online customer ratings also influence purchasing decisions. The purpose of this study was to determine whether beauty influencers, online customer reviews, and online customer ratings on purchasing decisions for Npure Face Toner skincare products. This study uses a quantitative method with an associative approach to analyze the relationship between these variables. The participants in this study consisted of 100 respondents who live in East Surabaya. Sampling using non-probability techniques. The results of this study indicate that partially and simultaneously beauty influencers, online customer reviews, and online customer ratings have a positive and significant influence on purchasing decisions for Npure Face Toner skincare products. This research indicates the importance of digital marketing strategies involving beauty influencers and active management of customer reviews and ratings to increase sales of Npure Face Toner skincare products. Recommendations for the company include increasing promotional campaigns involving beauty influencers and being responsive to customer reviews to increase customer satisfaction.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Beauty Influncer, Online Customer Review, Online Customer Rating, Purchase Decision |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000060 Fadia Chusnul Ma'rifah |
| Date Deposited: | 05 Dec 2024 07:36 |
| Last Modified: | 05 Dec 2024 07:36 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32004 |
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