Rahmawati, Deavita Lusi (2025) Pengaruh Personal Branding Agen, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Skincare Can Beauty Pada Agen Can Beauty Official Gresik. (The Influence of Agent Personal Branding, Product Quality, and Brand Image on Skincare Purchase Decisions at Can Beauty Agents of Can Beauty Official Gresik). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In the current digital era, the skincare industry has developed very rapidly and significantly, along with increasing public awareness of the importance of skin care and easy access to information through digital media. This study aims to analyze the effect of Agent Personal Branding, Product Quality, and Brand Image on Purchasing Decisions for CanBeauty skincare products at CanBeauty Official Gresik Agents. This study uses a quantitative approach with data collection techniques through distributing online questionnaires to one hundred respondents who have consulted and purchased canbeauty skincare at the Canbeauty Official Gresik Agent. The method used is purposive sampling, with the criteria that respondents must have at least consulted and purchased CanBeauty products. The results showed that partially, the Agent Personal Branding variable had an influence on Purchasing Decisions. This shows that personality, uniqueness, and consistency are able to build emotional connections with consumers and increase trust in the products offered. In addition, the Product Quality variable also shows an influence on Purchasing Decisions. This means that consumers really consider the safety and content of ingredients in choosing skincare products. Meanwhile, the Brand Image variable has a positive influence on Purchasing Decisions. Simultaneously, the three independent variables, namely Agent Personal Branding, Product Quality, and Brand Image.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Personal Branding, Product Quality, Brand Image, Purchase Decision |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122100047 Deavita Lusi Rahmawati |
| Date Deposited: | 22 Mar 2002 18:43 |
| Last Modified: | 22 Mar 2002 18:43 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/39245 |
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