Irma, Zuraika (2025) SKRIPSI: Pengaruh E-Wom, Brand Ambassador, Live Streaming, dan Promosi terhadap Keputusan Pembelian Produk Skintific pada Generasi Z di Tangerang. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), Brand Ambassador, Live Streaming, Promotions on purchasing decisions for Skintific products in Tangerang. The background of this study is based on the increasing trend of digital marketing, which Skintific is leveraging to strengthen its image and drive sales of skincare products. The research method used was quantitative, with questionnaires distributed to 170 respondents residing in Tangerang, Generation Z, who had purchased Skintific products, watched Skintific product live streaming, promotions, and were familiar with Nicholas Saputra as a Skintific Brand Ambassador. Data analysis was conducted using validity and reability tests, classical assumptions, and multiple linear regression. The results of this study indicate that the four independent variables E-WOM, Brand Ambassador, Live Streaming, and Promotions have a positive and significant influence on purchasing decisions for Skintific products in Tangerang, both partially and simultaneously. These findings confirm that an integrated digital marketing strategy can increase consumer interest and purchasing decisions, especially among the younger segment active on social media. The implications of this research are the importance for cosmetic companies to optimize their digital ordering strategies by collaborating with relevant brand ambassador, increasing engagement through live streaming, and offering attractive promotional programs to strengthen consumer purchasing decisions.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Ilmu Manajemen > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 13 Jul 2026 01:56 |
| Last Modified: | 13 Jul 2026 01:56 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/707 |
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