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Submitted
23 January 2023
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24 January 2023
Published
24 January 2023
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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh dari pemasaran media sosial dan keterlibatan konsumen terhadap niat beli konsumen pada produk skincare Ms Glow Beauty. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Teknik pengumpulan data dengan menyebarkan kuesioner online kepada 100 responden menggunakan Google Form. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan menggunakan metode purposive sampling yang kemudian diolah menggunakan alat analisis statistik SPSS 27 serta telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan dalam penelitian ini yaitu uji asumsi klasik, regresi linier sederhana, regresi linier berganda, uji-f, uji-t, dan koefisien determinasi (R-Square). Hasil dari penelitian ini adalah pemasaran media sosial berpengaruh positif dan signifikan terhadap niat beli, pemasaran media sosial berpengaruh positif dan signifikan terhadap keterlibatan konsumen, dan keterlibatan konsumen berpengaruh positif dan signifikan terhadap niat beli.

Keywords

pemasaran media sosial keterlibatan konsumen niat beli

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Copyright (c) 2022 Vera Dwi Nurcahyani, Murwanto Sigit

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Nurcahyani, V. D. ., & Sigit, M. (2023). Pengaruh Pemasaran Media Sosial dan Keterlibatan Konsumen terhadap Niat Beli Konsumen pada Produk Skincare MS Glow Beauty. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(6), 201–212. Retrieved from https://journal.uii.ac.id/selma/article/view/27358
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