SOCIAL MEDIA MARKETING INSTAGRAM DAN BRAND TRUST: PENGARUHNYA TERHADAP PURCHASE DECISION SUNSCREEN EMINA (Survei Pada Pengikut Instagram @eminacosmetics)

    Dini Retnaning Pangestuti, - and Chairul Furqon, - and Eka Surachman, - (2025) SOCIAL MEDIA MARKETING INSTAGRAM DAN BRAND TRUST: PENGARUHNYA TERHADAP PURCHASE DECISION SUNSCREEN EMINA (Survei Pada Pengikut Instagram @eminacosmetics). S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Pendapatan di bisnis industri kecantikan mencapai US$8,09 miliar yang diperkirakan akan terus tumbuh sebesar 4,59% setiap tahunnya, Segmen pasar terbesar industri kecantikan dipegang oleh segmen Perawatan Diri. Kategori Perawatan Wajah menjadi yang teratas dalam penjualan pasar FMCG 2023 dengan market share sebesar 36,8%, dimana kategori produk yang paling banyak diminati adalah moisturizer, serum, sunscreen, facial cleanser, dan face mask. Ketika terjadi kenaikan penjualan produk perawatan wajah khususnya sunscreen, Emina nampaknya tidak terlalu diminati di pasaran terbukti dengan market share yang hanya mencapai angka 3,3% berbanding jauh dengan produk kompetitor. Social Media Marketing dan Brand Trust dapat dijadikan sebagai solusi untuk meningkatkan Purchase Decision pada konsumen. Penelitian ini bertujuan untuk memahami bagaimana Social Media Marketing dan Brand Trust mempengaruhi Purchase Decision konsumen terhadap produk sunscreen emina. Teknik pengumpulan data sekunder menggunakan kajian literatur sedangkan primer melalui survei Google Form. Sampel terdiri dari 408 followers Instagram @eminacosmetics yang pernah membeli produk sunscreen emina. Analisis data menggunakan analisis deskriptif dan verifikatif. Selain itu uji intrumen penelitian juga dilakukan untuk mengevaluasi validitas dan reliabilitas kuesioner yang digunakan. Pada teknik analisis data juga dilakukan uji normalitas, Uji Multikolinieritas, Uji Heteroskedastisitas, analisis korelasi, analisis koefisien determinasi, analisis regresi linear berganda, dan Uji hipotesis (Uji T dan Uji F) dengan bantuan SPSS. Revenue in the beauty industry business reached US$8.09 billion which is expected to continue to grow by 4.59% annually. The largest market segment of the beauty industry is held by the Personal Care segment. The Facial Care category is the top in FMCG market sales in 2023 with a market share of 36.8%, where the most popular product categories are moisturizers, serums, sunscreens, facial cleansers, and face masks. When there was an increase in sales of facial care products, especially sunscreens, Emina did not seem to be very popular in the market, as evidenced by the market share which only reached 3.3% compared to competitor products. Social Media Marketing and Brand Trust can be used as solutions to increase consumer purchasing decisions. This study aims to understand how Social Media Marketing and Brand Trust influence consumer purchasing decisions for Emina sunscreen products. Secondary data collection techniques use literature reviews while primary data collection techniques use Google Form surveys. The sample consisted of 408 Instagram followers @eminacosmetics who had purchased Emina sunscreen products. Data analysis uses descriptive and verification analysis. In addition, research instrument testing was also conducted to evaluate the validity and reliability of the questionnaire used. In the data analysis technique, normality tests, tests multikolinieritas, heteroscedasticity tests, correlation analysis, coefficient of determination analysis, multiple linear regression analysis, and hypothesis testing (T-test and F-test) were also carried out with the help of SPSS.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Chairul Furqon: 5994043 Eka Surachman: 5979141
    Uncontrolled Keywords: Social Media Marketing, Brand Trust, Purchase Decision, Sunsreen, Emina Cosmetics. Social Media Marketing, Brand Trust, Purchase Decision, Sunsreen, Emina Cosmetics.
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Dini Retnaning Pangestuti
    Date Deposited: 14 Sep 2025 01:25
    Last Modified: 14 Sep 2025 01:25
    URI: http://repository.upi.edu/id/eprint/138917

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