ANALISA PENGARUH KUALITAS PELAYANAN (SOCIAL MEDIA MARKETING), DAN KUALITAS (BRAND IMAGE), TERHADAP PURCHASE DECISION PADA COSMETICS
DOI:
https://doi.org/10.35794/jmbi.v9i3.44001Abstract
This study aims to identify purchasing decisions on cosmetics related to using social media marketing services when purchasing cosmetics, so that they can see the quality of products in cosmetics and the brand image of cosmetic products that are known to have a good brand image. So that consumers when making purchasing decisions on cosmetics on social media can find out how the brand image and quality of the cosmetic products are marketed through social media with examples such as marketplaces or e-commerce.The method used in the study uses the SEM (Structural Equation Model) method or in other words is called the structural equation method. This SEM (Structural Equation Model) method is a multivariate statistical modeling technique that is cross-sectional, linear, and general. SEM (Structural Equation Model) method is a combination of two factor analysis and regression analysis. And in analyzing the research data, it is supported by the use of IBM SPSS Statistics 26 and Smart PLS software applications, with a total of 363 respondents obtained from distributing questionnaires through social media.
Dalam penelitian ini memiliki tujuan untuk mengindetifikasi keputusan pembelian pada kosmetik yang bekaitan menggunakan layanan pemasaran sosial media saat melakukan pembelian kosmetik, sehigga bisa melihat kualitas produk pada kosmetik dan citra merek yang di miliki produk kosmetik yang telah dikenal dengan memiliki citra merek yang bagus. Sehingga konsumen saat melakukan keputusan pembelian pada kosmetik di sosial media dapat mengetahui bagaimana citra merek dan kualitas produk kosmetik tersebut di pasar kan melalui sosial media dengan contoh seperti marketplace atau ecommerce. Metode yang digunakan dalam penelitian menggunakan metode SEM (Structural Equation Model) atau dengan kata lain disebut dengan metode persamaan structural. Metode SEM (Structural Equation Model) ini merupakan teknik modeling statistic multivariat yang bersifat cross-sectional, linear, dan umum. Metode SEM (Structural Equation Model) kombinasi gabungan dari dua analisis faktor dan analisis regresi. Serta dalam menganalisis data penelitian ini didukung dengan penggunaan aplikasi software IBM SPSS Statistics 26 dan Smart PLS, dengan jumlah responden sebanyak 363 yang didapat dari penyebaran kuesioner melalui sosial media.
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