The Influence of Social Media Promotion, Product Quality, and Product Price on Consumer Purchase Decisions at Daviena Skincare Kediri
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Abstract
Research aim : To analyze the effects of social media promotion, product quality, and pricing on Daviena Skincare's consumer decisions in Kediri. Design/Methode/Approach : Quantitative study using survey data collected from a business owner, a loyal consumer, and a new consumer, analyzed using statistical methods.
Research Finding : Social media promotion strongly influences purchasing decisions, while product quality builds loyalty and competitive pricing attracts new customers.
Theoretical contribution/Originality : Integrates social media, quality, and pricing as interrelated factors for consumer behavior in local skincare brands, addressing gaps in prior studies.
Practitionel/Policy implication : Local skincare brands should leverage social media, ensure product quality, and adopt balanced pricing to compete effectively.
Research limitation : Focused on one local brand in Kediri, limiting generalizability, future research should expand to other regions and use quantitative methods.
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