Pengaruh advertising, sales promotion, dan personal selling terhadap keputusan pembelian produk di Sociolla = Influence of advertising, personal selling, and sales promotion on product purchasing decisions at Sociolla

Christy, Florinia Angelica (2024) Pengaruh advertising, sales promotion, dan personal selling terhadap keputusan pembelian produk di Sociolla = Influence of advertising, personal selling, and sales promotion on product purchasing decisions at Sociolla. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kosmetik telah menjadi salah satu hal yang tidak dapat dipisahkan dari wanita pada zaman sekarang. Para wanita menggunakan kosmetik dalam rangka untuk mempercantik diri serta membuat dirinya menjadi lebih presentable di depan umum. Di era digital ini banyak sekali Masyarakat yang ingin semuanya serba cepat dan gampang. Di Indonesia pada saat ini sedang terjadi persaingan terhadap para e-commerce yang cukup ketat setiap tahunnya. Banyak sekali toko industri ritel kosmetik serupa yang menyediakan produk berisikan barang-barang beauty dan skincare. Salah satu dari Perusahaan industri ritel kecantikan ini merupakan Sociolla. Sociolla merupakan salah satu Perusahaan yang menciptakan platform beauty e-commerce di Indonesia. Industri ritel kosmetik Sociolla, telah menggunakan berbagai campuran platform media promosi. Maka dari itu, tujuan penelitian ini merupakan untuk mengetahui mengenai Pengaruh Advertising, Sales Promotion, Dan Personal Selling Terhadap Keputusan Pembelian Produk Di Sociolla. Penelitian menggunakan pendekatan kuantitatif yang menggunakan Kuesioner, Studi Pustaka, dan Riset online. Hasil dari penelitian ini adalah Advertising berpengaruh dengan hasil yang cukup tinggi, personal selling berpengaruh dengan hasil yang paling tinggi, dan Sales promotion berpengaruh walaupun memiliki nilai yang paling rendah dibandingkan variabel lainnya. Penelitian ini dapat memberikan pengertian yang cukup lengkap mengenai Advertising, Sales Promotion, Dan Personal Selling terhadap pengaruh bagi keputusan pembelian, serta penelitian ini diharapkan dapat dijadikan referensi bagi penelitian selanjutnya. / Cosmetic has been one of the things that can’t be separated from women in this current era. Women use cosmetics in order to beautify them and make their self-more presentable in public. In this current digital era, there’s so many people who want everything to be fast paced and easy. In Indonesia, there is currently a quite tight competition for e-commerce every year. There are many similar cosmetic retail industry stores that provide products containing beauty and skincare items. One of these beauty retail industry companies is Sociolla. Sociolla is one of the companies that created a beauty e-commerce platform in Indonesia. The Sociolla cosmetic retail industry, has used a variety of promotional media. Therefore, the aim of this research is to find out the influence of advertising, personal selling, and sales promotion on product purchasing decisions at Sociolla. This research uses a quantitative approach using questionnaires, literature studies, and online research. The results of this research are that advertising has an influence with quite high results, personal selling has an influence with the highest results, and sales promotion has an influence for purchasings decisions even though it has the lowest value compared to other variables. This research can provide a fairly complete understanding of Advertising, Sales Promotion, and Personal Selling on the influence of purchasing decisions, and it is hoped that this research can be used as a reference for further research./

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