PENGARUH BUZZ MARKETING, PRICE, PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIP TINT JOLLY TINT PINKROULETTE DI KALANGAN MAHASISWA

THE INFLUENCE OF BUZZ MARKETING, PRICE, PERCEIVED QUALITY IN THE DECISION TO BUY LIP TINT JOLLY TINT PINKROULETTE PRODUCTS AMONG STUDENTS

Penelitian ini bertujuan menganalisis pengaruh buzz marketing, price, dan perceived quality terhadap keputusan pembelian produk Lip tint Jolly Tint Pinkroulette di kalangan mahasiswa Surabaya. Data primer diperoleh melalui survei menggunakan angket kepada 400 dari 273,229 populasi mahasiswa Kota Surabaya. Analisis data dilakukan dengan pendekatan kuantitatif deskriptif menggunakan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa buzz marketing, price, dan perceived quality secara simultan berpengaruh signifikan terhadap keputusan pembelian produk Lip tint Jolly Tint Pinkroulette. Implikasi praktis dari penelitian ini adalah pentingnya perusahaan dalam memperhatikan strategi buzz marketing, penetapan harga yang kompetitif, dan meningkatkan kualitas produk untuk memengaruhi keputusan pembelian konsumen. Penelitian ini diharapkan dapat memberikan kontribusi dalam pemahaman perilaku konsumen di era digital dan menjadi acuan bagi perusahaan dalam merancang strategi pemasaran yang efektif.

Kata Kunci: Buzz marketing, Purchase Decision, Price, Perceived quality

This study aims to analyze the influence of buzz marketing, price, and perceived quality on the purchasing decisions of Jolly Tint Pinkroulette Lip Tint products among Surabaya University students. Primary data was obtained through a survey using questionnaires distributed to 400 respondents from a population of 273,229 Surabaya City students. Data analysis was conducted using a descriptive quantitative approach employing the multiple linear regression method. The research findings indicate that buzz marketing, price, and perceived quality simultaneously have a significant influence on the purchasing decisions of Jolly Tint Pinkroulette Lip Tint products. The practical implications of this research emphasize the importance for companies to consider buzz marketing strategies, competitive pricing, and product quality enhancement to influence consumer purchasing decisions. This study is expected to contribute to understanding consumer behavior in the digital era and serve as a reference for companies in designing effective marketing strategies.

Keyword: Buzz marketing, Purchase Decision, Price, Perceived quality