THE INFLUENCE OF SOCIAL MEDIA MARKETING, BRAND IMAGE, AND PRICE PERCEPTION ON PURCHASE INTENTION OF MS GLOW SKINCARE IN SURABAYA
Keywords:
Social Media Marketing, Brand Image, Price Perception, Skincare Purchase Intention.Abstract
This study aims to analyze the effect of social media marketing, brand images,
perceived price has an effect on purchase intantions of skincare products Ms Glow,
skincare in Surabaya Quantitative descriptive research is a type of research aimed
at describing or explaining the characteristics of a phenomenon in a systematic and
measurable way. This research uses data in the form of numbers (quantitative) and
statistical analysis to identify patterns, relationships, or certain trends. Data
collection is conducted through measurable instruments such as questionnaires,
surveys, or quantifiable forms. Statistical analysis is used in data processing to
present a clearer picture or description. The depiction of relationships between
variables is done without intervention. The population of this research consists of
MS Glow skincare users, and the sampling technique used is purposive sampling
with a sample of 100 respondents who are MS Glow skincare users in Surabaya.
The data analysis methods employed are multiple linear regression analysis, t-test,
and f-test. The results of the study indicate that the social media marketing variable
has a significant effect on the purchase intention of MS GLOW skincare, brand
image has a significant effect on the purchase intention of MS GLOW skincare, and
price perception has a significant effect on the purchase intention of MS GLOW
skincare.
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