PENGARUH SOCIAL MEDIA MARKETING, PRICE DISCOUNT, DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION MEREK MAD FOR MAKEUP

RIFA ABHISTA RIZKYAH, . (2026) PENGARUH SOCIAL MEDIA MARKETING, PRICE DISCOUNT, DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION MEREK MAD FOR MAKEUP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Industri kosmetik di Indonesia telah mengalami pertumbuhan pesat seiring dengan meningkatnya kesadaran konsumen akan perawatan diri serta perluasan platform digital. Penelitian ini bertujuan untuk mengkaji pengaruh pemasaran media sosial, diskon harga, dan kualitas produk terhadap niat beli terhadap merek Mad For Makeup dengan menggunakan Theory of Planned Behavior (TPB) sebagai landasan teoritis dalam menjelaskan pembentukan niat beli konsumen. Pendekatan kuantitatif dengan teknik non probability sampling melalui purposive sampling. Data dikumpulkan melalui survei responden terhadap 162 responden yang merupakan penggemar kecantikan di Jawa Barat dan telah terpapar konten media sosial Mad For Makeup. Data dianalisis menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS 31, termasuk uji validitas, uji reliabilitas, uji asumsi klasik, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa ketiga variabel independen tersebut memiliki pengaruh positif dan signifikan terhadap niat beli. Di antara ketiga variabel tersebut, kualitas produk merupakan faktor yang paling dominan dalam memengaruhi niat beli, diikuti oleh diskon harga dan pemasaran media sosial. Temuan ini menunjukkan bahwa meskipun aktivitas pemasaran digital dan strategi promosi berkontribusi terhadap minat konsumen, kualitas produk tetap menjadi penentu utama dalam membentuk niat beli di industri kosmetik. Penelitian ini memberikan implikasi praktis bagi merek kosmetik untuk memperkuat kualitas produk sambil tetap mempertahankan keterlibatan media sosial yang efektif dan strategi penetapan harga yang kompetitif. Kata Kunci: Price Discount, Product Quality, Purchase Intention, Social Media Marketing. ***** The cosmetic industry in Indonesia has experienced significant growth, driven by increasing consumer awareness of self-care and the rapid expansion of digital platforms. This study aims to examine the influence of social media marketing, price discounts, and product quality on purchase intention toward the Mad For Makeup brand by employing the Theory of Planned Behavior (TPB) as the underlying theoretical framework to explain consumers' purchase intentions. This study adopted a quantitative research approach using a non-probability sampling method with a purposive sampling technique. Data were collected through a survey of 162 beauty enthusiasts in West Java who had been exposed to Mad For Makeup's social media content. The data were analyzed using multiple linear regression with SPSS version 31, including validity, reliability, classical assumption, and hypothesis tests. The results indicate that social media marketing, price discounts, and product quality have positive and significant effects on purchase intention. Among these variables, product quality was found to be the most influential factor affecting purchase intention, followed by price discounts and social media marketing. These findings suggest that while digital marketing activities and promotional strategies contribute to increasing consumers' purchase intentions, product quality remains the primary determinant in shaping purchase intention within the cosmetic industry. This study provides practical implications for cosmetic brands to continuously improve product quality while maintaining effective social media marketing strategies and competitive pricing promotions to enhance consumers' purchase intention. Keywords: Price Discount, Product Quality, Purchase Intention, Social Media Marketing.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Corry Yohana, M.M. 2). Daru Putri Kusumaningtyas, S.E., M.Han.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Rifa Abhista Rizkyah .
Date Deposited:	04 Aug 2026 06:59
Last Modified:	04 Aug 2026 06:59
URI:	http://repository.unj.ac.id/id/eprint/68303

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