CD Skripsi

Pengaruh Social Media Marketing Dan Product Quality Terhadap Brand Awareness Dan Purchase Decision Pada Produk Skintific Di Kota Pekanbaru

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ABSTRACT

This study aims to examine the influence of Social Media Marketing and product quality on brand awareness and purchase decision of Skintific products in Pekanbaru City. The research was conducted in Pekanbaru City, and the population in this study consists of the residents of Pekanbaru City who purchased Skintific products. The sample size in this study was 175 people, selected using non- probability sampling with purposive sampling technique, which involves selecting samples based on specific criteria. The results of this study revealed that: 1) Social Media Marketing has a significant effect on purchase decision. 2) Product quality has a significant effect on purchase decision. 3) Social media marketing has a significant effect on brand awareness. 4) Product quality has a significant effect on brand awareness. 5) Brand awareness has a significant effect on purchase decision.
6) Social media marketing significantly influences purchase decision when moderated by brand awareness. 7) Product quality significantly influences purchase decision when moderated by brand awareness.



Keywords : Social Media Marketing, Product Quality, Brand Awareness, And

Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112085

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112085

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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