PENGARUH IKLAN MEDIA SOSIAL, ELECTRONIC WORD OF MOUTH, DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN BODY LOTION SCARLETT WHITENING

THE INFLUENCE OF SOCIAL MEDIA ADVERTISING, ELECTRONIC WORD OF MOUTH, AND QUALITY PERCEPTIONS ON THE PURCHASE DECISION OF BODY LOTION SCARLETT WHITENING

Penelitian ini bertujuan untuk mengetahui pengaruh iklan media sosial, electronic word of mouth dan persepsi kualitas terhadap keputusan pembelian body lotion Scarlett Whitening. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi konsumen body lotion Scarlett Whitening pada followers instagram Scarlett Whitening. Adapun teknik pengambilan sampel menggunakan metode purposive sampling dengan pengambilan sampel melalui kuesioner yang disebarkan secara online. Sampel disebarkan pada 100 orang responden sesuai kriteria penelitian. Teknik analisis data menggunakan regresi berganda. Hasil penelitian menjelaskan bahwa variabel iklan media sosial secara parsial berpengaruh secara signifikan terhadap keputusan pembelian body lotion Scarlett Whitening, variabel electronic word of mouth secara parsial berpengaruh secara signifikan terhadap keputusan pembelian body lotion Scarlett Whitening, dan variabel persepsi kualitas secara parsial juga memiliki pengaruh yang signifikan terhadap keputusan pembelian body lotion Scarlett Whitening. Iklan media sosial, electronic word of mouth dan persepsi kualitas secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian body lotion Scarlett Whitening.

This study aims to know the influence of social media adverising, electronic word of mouth, and perceived quality from the consumer towards Scarlett Whitening body lotion. This study uses a quantitative approach with Scarlett Whitening body lotion consumers as the population from Scarlett Whitening's Instagram followers. The technique of compiling the sample is by using the purposive sampling method by compiling the sample through the questionnaire that is spread online to 100 respondents that suit the study criterion. The technique of analyzing data is by using double regression. The finding of this study explains that the variable of social media adverising partially has significant effect in purchasing decision to buy Scarlett Whitening body lotion, the variable electronic word of mouth partially has significant effect in purchasing decision to buy Scarlett Whitening body lotion, and the variable of perceived quality also partially has a significant effect on the purchasing decision to buy Scarlett Whitening body lotion. Social media advertising, electronic word of mouth, and quality perception simultaneously has a positive and significant effect in purchasing decission.