Analisis Pengaruh Brand trust, Harga, dan Review Beauty Infuencer Terhadap Produk MS Glow

Maharani, Galuh (2025) Analisis Pengaruh Brand trust, Harga, dan Review Beauty Infuencer Terhadap Produk MS Glow. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand trust, harga, dan Review beauty influencer terhadap keputusan pembelian produk MS Glow di Klinik MS Glow Aesthetic Jakarta. Penelitian ini dilatarbelakangi oleh persaingan ketat dalam industri perawatan kulit yang menyebabkan penurunan penjualan MS Glow, khususnya di cabang Kemang. Metode penelitian yang digunakan adalah kuantitatif dengan jenis penelitian deskriptif kausal. Sampel terdiri dari 50 konsumen yang dipilih menggunakan teknik purposive sampling, berdasarkan kriteria wanita berusia 21–40 tahun yang telah membeli produk MS Glow minimal dua kali dalam enam bulan terakhir. Data dikumpulkan melalui kuesioner berbasis skala Likert dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa Brand trust (signifikansi pada variabel brand trust 0,000 < 0,05) dapat disimpulkan bahwa Ho ditolak dan Ha diterima. Harga (signifikansi pada variabel harga 0,000 < 0,05) dapat disimpulkan bahwa Ho ditolak dan Ha diterima. Review beauty influencer (signifikansi pada variabel Review beauty influencer 0,003 < 0,05) dapat disimpulkan bahwa Ho ditolak dan Ha diterima. Secara simultan, semua variabel independen memiliki pengaruh signifikan terhadap keputusan pembelian (F hitung 19,98 > 2,81). Penelitian ini memberikan kontribusi untuk memahami perilaku konsumen dalam pasar produk kecantikan dan dapat dijadikan referensi strategi pemasaran oleh MS Glow. Kata Kunci: Brand trust, Harga, Review beauty influencer, Keputusan Pembelian. / This study aims to analyze the influence of brand trust, Price, and beauty influencer reviews on purchasing decisions for MS Glow Products at the MS Glow Aesthetic Clinic Jakarta. The study is motivated by intense competition in the skincare industry, which has led to a decline in MS Glow's sales, particularly at its Kemang branch. The research method used is quantitative with a descriptive causal design. The sample consists of 50 consumers selected using purposive sampling, based on criteria such as women aged 21–40 years who have purchased MS Glow Products at least twice in the last six months. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results show that Brand trust (significance value 0.000 < 0.05) indicates that Ho is rejected and Ha is accepted. Price (significance value 0.003 < 0.05) indicates that Ho is rejected and Ha is accepted. Beauty influencer reviews (significance value 0.000 < 0.05) also indicate that Ho is rejected and Ha is accepted. Simultaneously, all independent Variable s have a significant influence on purchasing decisions (F value = 19,98 > 2,81). This study contributes to understanding consumer behavior in the beauty Product market and can serve as a reference for MS Glow's Marketing strategies. Keywords: Brand trust, Price, Beauty influencer Reviews, Purchasing Decisions.

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