Keputusan Pembelian Melalui Social Media Marketing, Customer Experience, dan Customer Trust

Authors

  • Theresa Vania Arnov Pulumbara Universitas Katolik Darma Cendika
  • Maria Widyastuti Universitas Katolik Darma Cendika

DOI:

https://doi.org/10.37477/bip.v18i1.883

Keywords:

Social Media Marketing, Customer Experience, Customer Trust, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, customer experience dan customer trust terhadap keputusan pembelian pada Skintific di Surabaya. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif. Pengumpulan data melalui penyebaran kuesioner kepada 75 responden yang merupakan pelanggan Skintific di Surabaya. Pengolahan data dilakukan dengan uji statistik: uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, serta uji parsial atau uji t dengan bantuan perangkat lunak SPSS versi 25 untuk menguji pengaruh masing-masing variabel independen terhadap variabel dependen. Hasil perhitungan menunjukkan bahwa social media marketing, Customer experience dan  Customer trust berpengaruh signifikan terhadap keputusan pembelian. Hasil tersebut menunjukkan bahwa dalam konteks Skintific, pelanggan lebih mengutamakan aspek social media marketing, customer experience dan customer trust. Temuan  ini memberikan wawasan bagi manajemen pemasaran Skintific dalam mengoptimalkan strategi pemasaran mereka dengan lebih menekankan pada penguatan social media marketing, customer experience dan customer trust untuk meningkatkan daya tarik pelanggan sehingga memutuskan untuk membeli

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Published

2026-01-26

How to Cite

Pulumbara, T. V. A., & Widyastuti, M. (2026). Keputusan Pembelian Melalui Social Media Marketing, Customer Experience, dan Customer Trust. BIP’s JURNAL BISNIS PERSPEKTIF, 18(1), 16–25. https://doi.org/10.37477/bip.v18i1.883

Issue

Vol. 18 No. 1 (2026): Januari

Section

Articles

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Copyright (c) 2026 Theresa Vania Arnov Pulumbara, Maria Widyastuti

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