Pengaruh Social Media Marketing, Perceived Quality dan Online Customer Review Terhadap Minat Beli Produk Skincare Kahf Pada Mahasiswa di Kota Surabaya. (The Influence of Social Media Marketing, Perceived Quality, and Online Customer Reviews on the Purchase Intention of Kahf Skincare Products Among Students in Surabaya).

Wijaya, Dean Rafi (2025) Pengaruh Social Media Marketing, Perceived Quality dan Online Customer Review Terhadap Minat Beli Produk Skincare Kahf Pada Mahasiswa di Kota Surabaya. (The Influence of Social Media Marketing, Perceived Quality, and Online Customer Reviews on the Purchase Intention of Kahf Skincare Products Among Students in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini dilatarbelakangi oleh maraknya pemasaran media sosial dan persepsi kualitas selama beberapa tahun terakhir serta masifnya penggunaan Instagram sebagai media promosi. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pemasaran media sosial, persepsi kualitas dan ulasan pelanggan online terhadap minat pembelian produk di media sosial Instagram Kahf Everyday. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik purposive sampling. Jumlah sampel yang digunakan sebanyak 100 responden yang terkumpul. Pengumpulan data akan dilakukan dengan menyebarkan link kuesioner melalui media sosial. Kuesioner akan dibagikan kepada mereka yang merupakan pelajar di kota Surabaya yang mengikuti akun Instagram Kahf Everyday. Analisis dalam penelitian ini menggunakan software SPSS Versi 25. Penelitian ini dilakukan dengan menggunakan tiga variabel independen: pemasaran media sosial, persepsi kualitas dan ulasan pelanggan online untuk mengetahui pengaruhnya terhadap minat beli. Hasil signifikansi ketiga variabel menunjukkan bahwa Social Media Marketing, Perceived Quality dan Online Customer Review secara bersama-sama berpengaruh terhadap minat pembelian produk Kahf.

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