PENGARUH SOCIAL MEDIA MARKETING, PERCEIVED QUALITY, ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PARFUM MEREK ALCHEMIST FRAGRANCE (Survey Pada Gen Z Pengguna Social Media Tiktok)

Dwi Rahmahwati, . (2025) PENGARUH SOCIAL MEDIA MARKETING, PERCEIVED QUALITY, ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PARFUM MEREK ALCHEMIST FRAGRANCE (Survey Pada Gen Z Pengguna Social Media Tiktok). Skripsi thesis, Universitas Pembangunan Nasional Veteran Yogyakarta.

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Abstract

Penelitian ini meneliti tentang pengaruh social media marketing, perceived quality, dan online customer review terhadap purchase intention Alchemist Fragrance pada Gen Z pengguna social media TikTok. Data penelitian ini didapatkan dari pendekatan kuantitatif dengan menyebar kuesioner kepada 120 responden Gen Z pengguna social media TikTok, melalui teknik purposive sampling. Pengumpulan data dihitung menggunakan skala likert dan teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa 1) Social media marketing, perceived quality, dan online customer review secara bersama-sama berpengaruh signifikan terhadap purchase intention, 2) Social media marketing berpengaruh positif dan signifikan terhadap purchase intention, 3) perceived quality berpengaruh positif dan signifikan terhadap purchase intention, 4) Online customer review berpengaruh positif dan signifikan terhadap purchase intention.

Item Type: Tugas Akhir (Skripsi)
Additional Information: Dwi Rahmahwati (Penulis - 141210076) Widhy Tri Astuti (Pembimbing)
Uncontrolled Keywords: Social Media Marketing, Perceived Quality, Online Customer Review, Purchase Intention
Subjek: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > (S1) Manajemen
Depositing User: Indah Lestari
Date Deposited: 06 Feb 2026 08:10
Last Modified: 06 Feb 2026 08:10
URI: http://eprints.upnyk.ac.id/id/eprint/47001

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