MODEL KAUSALITAS PURCHASE INTENTION ONLINE PRODUK X: SOCIAL MEDIA MARKETING, ONLINE REVIEW, PRICE DISCOUNT DAN HALAL COSMETHIC

SITI HOLIPAH, . (2026) MODEL KAUSALITAS PURCHASE INTENTION ONLINE PRODUK X: SOCIAL MEDIA MARKETING, ONLINE REVIEW, PRICE DISCOUNT DAN HALAL COSMETHIC. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan untuk mengkaji hubungan kausal antara social media marketing. online review, price discount, serta halal cosmethic terhadap purchase intention konsumen pada produk skincare X di lingkungan digital. Pendekatan yang digunakan adalah kuantitatif dengan metode Partial Least Square pendekatan Structural Equation Modeling (PLS-SEM) yang dianalisis menggunakan perangkat lunak SmartPLS. Responden penelitian berjumlah 170 orang dari kelompok usia 18-28 tahun yang aktif mengakses informasi produk skincare melalui media digital. Pemilihan responden dilakukan dengan teknik purposive sampling, sedangkan instrumen penelitian terdiri dari 17 item pernyataan. Temuan penelitian menunjukkan bahwa social media marketing, online review, dan halal cosmethic memiliki pengaruh positif dan signifikan terhadap purchase intention, sementara price discount tidak terbukti berpengaruh signifikan. Secara praktis, hasil penelitian ini diimplementasikan melalui pengembangan prototype aplikasi e-commerce skincare bernama SKINSHOP, yang dirancang sebagai sistem pendukung keputusan untuk membantu konsumen dalam memilih produk skincare secara lebih sistematis dan informatif. Kata Kunci: social media marketing, online review, price discount, halal cosmethic, purchase intention. **** This study was conducted to examine the causal relationship between social media marketing, online reviews, price discounts, and halal cosmetics on consumer purchase intention for skincare product X in the digital environment. The approach used was quantitative, using the Partial Least Square Structural Equation Modeling (PLS-SEM) method, analyzed using SmartPLS software. The study involved 170 respondents aged 18-28 who actively accessed skincare product information through digital media. Respondents were selected using a purposive sampling technique, while the research instrument consisted of 17 statement items. The study findings indicate that social media marketing, online reviews, and halal cosmetics have a positive and significant influence on purchase intention, while price discounts were not shown to have a significant effect. Practically, the results of this research were implemented through the development of a prototype e-commerce skincare application called SKINSHOP, designed as a decision support system to assist consumers in selecting skincare products more systematically and informatively. Keywords: social media marketing, online review, price discount, halal cosmetics, purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Ryna Parlyna, M.B.A. ; 2). Fildzah Shabrina, S.Pd.,M.Kom.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Siti Holipah .
Date Deposited:	10 Feb 2026 03:01
Last Modified:	10 Feb 2026 03:01
URI:	http://repository.unj.ac.id/id/eprint/65151

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