PENGARUH BRANDING TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MATA MEREK X PADA EKSTRASKILL KECANTIKAN SMA YAPPENDA

GALOH PUSPITA SARI, . (2025) PENGARUH BRANDING TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MATA MEREK X PADA EKSTRASKILL KECANTIKAN SMA YAPPENDA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Pertumbuhan industri kosmetik di Indonesia mengalami pertumbuhan yang signifikan. Dengan semakin ketatnya persaingan industri kosmetik, strategi branding menjadi salah satu faktor penting yang memengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh branding terhadap keputusan pembelian kosmetik mata merek Pinkflash pada siswi ekstraskill kecantikan di SMA Yappenda. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei dan desain penelitian cross-sectional. Sampel dalam penelitian ini diambil menggunakan teknik purposive sampling yaitu responden yang pernah membeli produk kosmetik mata Pinkflash. Instrumen yang digunakan berupa kuesioner skala Likert. Teknik analisis data yang digunakan adalah regresi linear sederhana, uji koefisien korelasi (uji T), dan uji koefisien determinasi. Hasil penelitian menunjukkan bahwa branding berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik mata merek Pinkflash sebesar 78,2%. Dengan demikian, elemen-elemen branding seperti nama merek, logo, tagline, desain kemasan, dan maskot memiliki peran penting dalam mendorong keputusan pembelian di kalangan remaja. Kata Kunci: Branding, Keputusan Pembelian, Kosmetik Mata, Pinkflash ***** The cosmetic industry in Indonesia has experienced significant growth. With increasing competition in the cosmetic sector, branding strategy has become one of the crucial factors influencing purchase decisions. This study aims to determine the influence of branding on the purchase decision of Pinkflash eye cosmetic among beauty extracurricular students at SMA Yappenda. This research uses a quantitative method with a survey approach and a cross-sectional design. The sample was selected using purposive sampling, targeting respondents who have previously purchased Pinkflash eye cosmetic products. The instrument used was a Likert-scale questionnaire. Data analysis techniques included simple linear regression, correlation coefficient test (t-test), and coefficient of determination test. The results showed that branding has a positive and significant influence on the purchase decision of Pinkflash eye cosmetic products, with an influence rate of 78.2%. Therefore, branding elements such as brand name, logo, tagline, packaging design, and mascot play an important role in encouraging purchase decisions among teenagers. Keywords: Branding, Purchase Decision, Eye Cosmetics, Pinkflash.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Jenny Sista Siregar, M.Hum. ; 2). Dra. Lilis Jubaedah, M.Kes.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Galoh Puspita Sari .
Date Deposited:	11 Aug 2025 01:25
Last Modified:	11 Aug 2025 01:25
URI:	http://repository.unj.ac.id/id/eprint/58296

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