PENGARUH BRAND AWARENESS, KUALITAS PRODUK, E-WOM, PROMOSI TERHADAP MINAT BELI SKINCARE DI SOCIOLLA (Studi Pada Generasi Z Kota Samarinda)

Abstract

Aisah, 2024. "The Influence of Brand Awareness, Product Quality, E-WOM, Promotion on Interest in Buying Skincare in Sociolla (Study on Generation Z, Samarinda City)". Skripsi, Program Studi Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Sultan Aji Muhammad Idris Samarinda. Penelitian ini dibimbing oleh Dr. H. Mursyid, S.Ag., MSI dan Hj. Kokom Komariah, S.P., M.Si.

The background to this research is that the skincare products available at Sociolla are very popular among teenagers, especially women. Currently, Sociolla skincare products are one of the skincare figures that has a variety of cosmetic products used by Generation Z for skin care and beauty. This research aims to determine the significant influence of Brand Awareness, Product Quality, E-WOM, and Promotion on interest in buying Sociolla skincare in Generation Z in the city of Samarinda.

The method used is a quantitative research method. The population in this study was Generation Z from the city of Samarinda, totaling 236,867 people. The sample used was 100 respondents from the city of Samarinda using a purposive sampling technique. The data collection technique used was distributing questionnaires via Google Form with measurement techniques using a Likert scale. The analytical methods used are instrument tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing.

Based on the research results, it is known that Brand Awareness partially influences purchasing interest with a sig. 0.067 > 0.05 and the calculated t value is 1.851 > 0.196. Product quality partially influences purchasing interest with a sig value of 0.012 < 0.05 and the calculated t value is 2.568 > 0.196. Electronic Word Of Mouth (E-WOM) partially influences buying interest with a sig value of 0.350 > 0.05 and the calculated t value is 0.940 > 0.196. Promotion partially influences buying interest with a sig value of 0.001 < 0.05 and the calculated t value is 3.538 > 0.196. In a simultaneous test, it was said that Brand Awareness, Product Quality, E-WOM, and Promotion had a simultaneous and significant influence on the interest in buying Sociolla skincare in Generation Z in the city of Samarinda.