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PENGARUH SOCIAL MEDIA MARKETING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK Y.O.U BEAUTY

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The cosmetics business is currently experiencing quite rapid growth. Every consumer certainly has different considerations when choosing cosmetic products. Y.O.U Beauty does this by presenting various products that suit people's needs. Y.O.U Beauty's strategy in increasing consumer purchasing decisions for its products is through social media marketing and sales promotion. Marketing activities via social media by presenting interesting and useful content for consumers can impact purchasing decisions. Additionally, through Shopee e-commerce, Y.O.U Beauty often holds sales promotions on several products such as discounts, free shipping, and gifts. This research examines how social media marketing and sales promotion influence consumer decisions in purchasing Y.O.U Beauty cosmetic products. The method in this research is quantitative with a descriptive approach. The population in this research is all consumers who have purchased Y.O.U Beauty cosmetic products, and the sample research is 100 respondents. This research uses primary data obtained through distributing questionnaires and continues with analyzing hypothesis testing. The data was processed using SPSS 26 software. The results of this research are that simultaneously the variables social media marketing (X1) and sales promotion (X2) have a positive and significant effect on purchasing decisions (Y). Partially, social media marketing (X1) and sales promotion (X2) have a positive and significant on purchase decisions (Y).

Availability
Inventory Code Barcode Call Number Location Status
2407003752T147018T1470182024Central Library (Referensi)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1470182024
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi, Universitas Sriwijaya.,
Collation
xvii, 68 hlm.; ilus.; tab.; 28 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.810 7
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Manajemen pemasaran
Prodi Manajemen
Specific Detail Info
-
Statement of Responsibility
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No other version available

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