Rejeki, Shinta Sri (2026) PENGARUH INFLUENCER MARKETING, KONTEN INSTAGRAM GLAD2GLOW DAN STRATEGI PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE GLAD2GLOW PADA GENERASI Z DI JAKARTA SELATAN. Diploma thesis, Universitas Nasional.
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Abstract
This study was conducted to analyze the influence of influencer
marketing,Glad2Glow Instagram content, and promotional strategies on the
purchasing decisions of Glad2Glow skincare products among Generation Z in
South Jakarta. The research method used is a quantitative method with research
subjects coming from Generation Z who have purchased or used Glad2Glow
skincare products and are active users of Instagram social media. The sampling
technique was carried out using a non-probability sampling method, specifically
purposive sampling, with a total of 100 respondents. Research data were collected
through online questionnaires using Google Forms and analyzed using SPSS
software to obtain systematic and accurate results. The results show that influencer
marketing, Glad2Glow Instagram content, and promotional strategies have a
positive and significant influence on the purchasing decisions of Glad2Glow
skincare products among Generation Z in South Jakarta. The coefficient of
determination (R²) value of 0.670 indicates that the variables of influencer
marketing, Instagram content, and promotional strategies simultaneously
contribute 67% to the purchasing decisions of Glad2Glow skincare products, while
the remaining 33% is influenced by other factors outside this study.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Generasi Z, Influencer Marketing, Keputusan Pembelian, Konten Instagram, Strategi Promosi |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Skripsi > Fakultas Ekonomi dan Bisnis > Program Studi Manajemen |
| Depositing User: | Fitria Nur Indah Hasanah |
| Date Deposited: | 05 May 2026 03:04 |
| Last Modified: | 05 May 2026 03:04 |
| URI: | https://repository.unas.ac.id/id/eprint/15584 |
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