Trisnawati, Sinta Levia Budi (2026) Pengaruh Harga, Content Marketing, dan Beauty Influencer melalui Instagram terhadap Keputusan Pembelian Jasa Nail art pada Kalangan Gen Z di Salon Hola Nails Tunjungan Plaza Surabaya. (The Influence of Price, Content Marketing, and Beauty Influencers on Instagram on Gen Z's Nail Art Service Purchase Decisions at Hola Nails Salon Tunjungan Plaza Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
|
Text (ABSTRAK)
ABSTRAK.pdf Download (1MB) | Preview |
|
![[img]](http://repository.untag-sby.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I.pdf Restricted to Repository staff only Download (455kB) | Request a copy |
|
|
Text (BAB II)
BAB II.pdf Restricted to Repository staff only Download (464kB) | Request a copy |
|
|
Text (BAB III)
BAB III.pdf Restricted to Repository staff only Download (326kB) | Request a copy |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only Download (1MB) | Request a copy |
|
|
Text (BAB V)
BAB V.pdf Restricted to Repository staff only Download (611kB) | Request a copy |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Download (2MB) | Preview |
|
|
Text (LOA JURNAL)
LOA-jurnal Sinta Levia Budi Trisnawati.pdf Download (130kB) | Preview |
|
|
Text (SK TURNITIN)
sk lolos turnitin.pdf Download (156kB) | Preview |
|
|
Text (JURNAL)
Sinta Levia 1122200071 jurnal.pdf Restricted to Repository staff only Download (342kB) | Request a copy |
|
|
Text (HASIL TURNITIN)
Hasil Uji Turnitin.pdf Restricted to Repository staff only Download (8MB) | Request a copy |
Abstract
Competition in the beauty service industry, particularly nail art services, has intensified alongside the growing self-care trend among Generation Z. Instagram has become one of the most widely used digital marketing platforms because it enables businesses to present pricing information, promotional content, and recommendations from beauty influencers in an engaging visual format. This study aims to analyze the influence of Price, Content Marketing, and Beauty Influencer through Instagram on the Purchase Decision of Generation Z consumers for nail art services at Hola Nails Salon, Tunjungan Plaza Surabaya. This research employed a causal quantitative method using an incidental sampling technique. The study involved 96 respondents who were Generation Z consumers and had previously used nail art services at Hola Nails Salon, Tunjungan Plaza Surabaya. Data were collected through an online questionnaire and analyzed using IBM SPSS Statistics version 25. The research instrument was tested for validity and reliability, while the data were analyzed using multiple linear regression analysis. The results indicate that Price (X₁), Content Marketing (X₂), and Beauty Influencer (X₃) each have a positive and significant partial effect on Purchase Decision (Y). Simultaneously, these three variables also have a significant effect on Purchase Decision, with an F-value of 21.754 and a significance value of 0.000 (< 0.05). The Adjusted R² value of 0.396 indicates that the three independent variables explain 39.6% of the variation in Purchase Decision, while the remaining 60.4% is influenced by other variables not examined in this study. These findings provide practical implications for nail art salon managers to optimize pricing strategies, improve the quality of Content Marketing, and collaborate with credible Beauty Influencers to enhance the Purchase Decision of Generation Z consumers.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Price, Content Marketing, Beauty Influencer, Purchase Decision, Generation Z, Nail Art |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122200071 Sinta Levia Budi Trisnawati |
| Date Deposited: | 31 Aug 2026 03:41 |
| Last Modified: | 31 Aug 2026 03:41 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/47190 |
Actions (login required)
 |
View Item |
