Septiani, Rezvi Hayuning and , Dr. Edy Purwo Saputro, S.E,. M.Si (2022) Pengaruh Campaign "Flawless Skin Doesn"t Exist" Terhadap Keputusan Pembelian Pada Produk Lacoco. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research is a study that looks at the influence of the "Flawless Skin Doesn't Exist" Campaign on the Purchase Decision of Lacoco products. The purpose of this study was to find out how the influence of the "Flawless Skin Doesn't Exist" Campaign on the Purchase Decision of Lacoco products. This study uses quantitative methods with an explanatory design aiming to test the relationship and influence of variables between one variable and another by using hypothesis testing. Data collection was carried out by distributing questionnaires to 562,000 populations who are followers of the @Lacoco.id Instagram account, obtained a sample of 157 samples and analyzed the data using simple linear regression analysis techniques. The results of this study indicate that there is a positive and significant effect of the "Flawless Skin Doesn't Exist" Campaign on purchasing decisions for Lacoco products. The results of the coefficient of determination show that the Campaign "Flawless Skin Doesn't Exist" has an effect of 64.1% on the decision to purchase Lacoco products. Meanwhile, the results of the linear regression test, where from the formula it was explained that the constant value of the campaign was -7.145 where if there was no campaign or equal to 0, then the purchase decision was worth -7.145. while the value of the purchase decision is 1.432. Respondents understood the meaning and purpose of the “flawless skin doesn't exist” campaign, they also agreed that this was a unique and useful campaign.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Campaign, Purchase Decision, AIDA Theor |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | REZVI HAYUNING SEPTIANI |
| Date Deposited: | 12 Nov 2022 06:27 |
| Last Modified: | 12 Nov 2022 06:27 |
| URI: | http://eprints.ums.ac.id/id/eprint/105732 |
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