Utami, Natasya Devi (2025) Pengaruh Viral Marketing, Kualitas Produk Dan Influencer Terhadap Keputusan Pembelian Skincare Peeling Exfoliating Elformula (Studi Kasus Pada Mahasiswa Di Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

The skincare industry in Indonesia has experienced rapid growth in line with increasing public awareness of skin care. One brand that utilizes digital marketing strategies is Elformula with its Peeling Exfoliating product. This study aims to examine the effect of Viral Marketing, Product Quality, and Influencers on Purchase Decisions for the product among university students in Pekanbaru. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to 60 respondents who had used or purchased Peeling Exfoliating Elformula. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results show that Viral Marketing, Product Quality, and Influencers simultaneously have a positive and significant effect on Purchase Decisions. Partially, the Influencer variable has the most dominant effect compared to the other variables, followed by Product Quality and Viral Marketing. These findings confirm that using highly credible influencers, such as popular beauty influencers, along with delivering products that meet their claims, can increase consumer interest and purchasing decisions. This study is expected to serve as a reference for skincare industry players in designing effective marketing strategies.

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