Pengaruh Gaya Hidup, Viral Marketing, dan Beauty Influencer Terhadap Keputusan Pembelian Produk Kosmetik Pinkflash di Kota Surabaya. (The Influence of Lifestyle, Viral Marketing, and Beauty Influencers on Purchasing Decisions for Pinkflash Cosmetic Products in the City of Surabaya).

Amelia, Mila (2024) Pengaruh Gaya Hidup, Viral Marketing, dan Beauty Influencer Terhadap Keputusan Pembelian Produk Kosmetik Pinkflash di Kota Surabaya. (The Influence of Lifestyle, Viral Marketing, and Beauty Influencers on Purchasing Decisions for Pinkflash Cosmetic Products in the City of Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid increase in the cosmetic product industry is a trend that has been going on for decades, as it has become a necessity for every woman in Indonesia ranging from local to international brands. Understanding that a person's physical appearance that is often seen first is the face, therefore cosmetic products can be a tool used to improve facial appearance. One of them is Pinkflash cosmetic products which can be a consideration for purchasing decisions. In an effort to win the competition, Pinkflash cosmetic products use several marketing strategies, namely lifestyle, viral marketing, and beauty influencers. The formulation of the problem in this study is whether there is an influence of lifestyle, viral marketing, and beauty influencers on purchasing decisions for Pinkflash cosmetic products in Surabaya City. The purpose of this study is to determine and analyze lifestyle, viral marketing, and beauty influencers on purchasing decisions for Pinkflash cosmetic products in Surabaya City. This type of research uses quantitative methods and data collection techniques using a questionnaire. The population in this study were consumers who live in Surabaya City and have purchased Pinkflash cosmetic products with a sample of 96 respondents. The analysis method used in this research is multiple linear regression analysis, instrument test consisting of validity and reliability tests, classical assumption test consisting of linearity test, normality test, multicollinearity test, heteroscedasticity test, and hypothesis testing consisting of t test and F test with the help of the IBM SPSS version 25 program. The results of this study indicate that lifestyle variables have a positive and significant effect on purchasing decisions on Pinkflash cosmetic products in Surabaya City, viral marketing variables have a positive and significant effect on purchasing decisions on Pinkflash cosmetic products in Surabaya City, beauty influencer variables have a positive and significant effect on purchasing decisions on Pinkflash cosmetic products in Surabaya City. And lifestyle, viral marketing, and beauty influencers simultaneously have a positive and significant effect on purchasing decisions on Pinkflash cosmetic products in Surabaya City.

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