Pengaruh Product Ingredients, Brand Image Dan Social Media Marketing Terhadap Keputusan Pembelian Produk Viva Cosmetics Di Kota Medan (Studi Kasus Ck Cosmetic Setiabudi Medan)

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh product ingredients, brand image, dan social media marketing terhadap keputusan pembelian produk Viva Cosmetics di Kota Medan dengan studi kasus pada CK Cosmetic SetiaBudi Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Teknik pengambilan sampel dilakukan menggunakan purposive sampling dengan jumlah responden sebanyak 85 konsumen yang pernah membeli produk Viva Cosmetics. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan metode regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial product ingredients, brand image, dan social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel independen tersebut juga berpengaruh signifikan terhadap keputusan pembelian produk Viva Cosmetics. Simpulan penelitian ini menunjukkan bahwa transparansi bahan produk, citra merek yang kuat, serta strategi pemasaran melalui media sosial yang efektif berperan penting dalam meningkatkan keputusan pembelian konsumen, khususnya generasi muda di Kota Medan. The purpose of this study is to analyze the effect of product ingredients, Brand image, and social media marketing on purchasing decisions of Viva Cosmetics products in Medan City, with a case study at CK Cosmetic SetiaBudi Medan. This research employs a quantitative approach with a causal associative research design. The sampling technique used was purposive sampling, involving 85 respondents who had previously purchased Viva Cosmetics products. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results indicate that, partially, product ingredients, Brand image, and social media marketing have a positive and significant effect on purchasing decisions. Simultaneously, the three independent variables also have a significant effect on purchasing decisions of Viva Cosmetics products. The findings conclude that product ingredient transparency, a strong Brand image, and effective social media marketing strategies play an important role in enhancing consumer purchasing decisions, particularly among the younger generation in Medan City.