Sari, Venti Dwi Novita (2026) Pengaruh Kredibilitas Influencer, Promo Cashback, dan Flash Sale Terhadap Keputusan Pembelian Produk MOP Beauty Pada Generasi Z di Surabaya. (The Influence of Influencer Credibility, Cashback Promotions, and Flash Sales on Purchase Decisions for MOP Beauty Products Among Generation Z in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The development of the local Beauty industry in Indonesia is currently showing a fairly rapid increase, especially in Beauty products marketed through social media and e-commerce platforms. The increasing public interest in Beauty products, especially among Generation Z, encourages various local brands to compete through attractive digital marketing strategies. One of the fast-growing local Beauty brands is MOP Beauty, a brand owned by Beauty Influencer Tasya Farasya who actively utilizes social media, Influencers, Cashback promos, and Flash Sales in its marketing activities. Based on these conditions, the author is interested in conducting research with the title "The Influence of Influencer Credibility, Cashback Promos, and Flash Sale on MOP Beauty Product Purchase Decisions in Generation Z in Surabaya". The purpose of this study is to analyze and test the influence of Influencer Credibility, Cashback Promos, and Flash Sale on the Purchase Decision of MOP Beauty products in Generation Z in Surabaya. In this study, the researcher used a research object on Generation Z consumers in Surabaya who had bought MOP Beauty products. This study uses a quantitative method with purposive sampling techniques. The number of samples used was 100 respondents. Data was obtained through the distribution of questionnaires using Google Form to respondents who were in accordance with the research criteria. The questionnaire contains statements regarding the indicators of Influencer Credibility, Cashback Promos, Flash Sales, and Purchase Decisions. The data obtained were then analyzed using classical assumption tests, multiple linear regression analysis, and hypothesis tests with the help of the SPSS program version 26. Based on the results of the study, it shows that simultaneously Influencer Credibility, Cashback Promos, and Flash Sale have a significant effect on the Purchase Decision of MOP Beauty products in Generation Z in Surabaya. Partially, the variables of Influencer Credibility, Cashback Promos, and Flash Sale also have a significant effect on Purchase Decisions, with the Flash Sale variable being the most dominant variable influencing consumer purchase decisions.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Influencer Credibility, Cashback Promo, Flash Sale, Purchase Decision, MOP Beauty |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122200044 VENTI DWI NOVITA SARI |
| Date Deposited: | 29 Jun 2026 03:42 |
| Last Modified: | 31 Aug 2026 03:02 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45884 |
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