Ria, Anggraeni (2022) SKRIPSI: Pengaruh Sosial Media Instagram, Word Of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Produk Mascara Maybelline pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
The quality provided by Maybelline Mascara cosmetics is the main advantage that can be the key to the success of these mascara products to compete. This study aims to determine the effect of promotion via Instagram, word of mouth and product quality on purchasing decisions for Maybelline mascara products for students in Yogyakarta. A sample of 160 respondents are female students who live in Yogyakarta who have made a purchase and are currently using Maybelline Mascara within the last 6 (six) months. All of the respondents were 100% female. 158% aged 17-25 years, 63.125% are respondents from STIM YKPN tertiary institutions, 48.125% are students with an allowance of Rp. 500,000-1,000,000. After testing the instrument, testing the basic assumptions, and testing the classical assumption, it is known that all the variables/question items can be used for research. After testing the instrument, testing the basic assumptions, and testing the classical assumption, it is known that all the variables/question items can be used for research. Based on the results of the multiple linear regression test, t test, f test it was found that promotion via Instagram partially has no positive and signific, word of mouth partially have a positive and significant effect, product quality partially have a positive and significant effect.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Promotion via Instagram , Word of Mouth, Product Quality, Purchase Decision |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Dec 2022 02:09 |
| Last Modified: | 05 Dec 2022 02:09 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/354 |
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