PENGARUH SOSIAL, BAURAN PROMOSI, KONDISI EKONOMI DAN KEUANGAN, SERTA GREEN SKINCARE LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN GREEN SKINCARE PRODUCT
Abstract
Penelitian ini bertujuan mengetahui pengaruh sosial, bauran promosi, kondisi ekonomi dan keuangan, serta green skincare lifestyle terhadap keputusan pembelian green skincare product. Sampel yang diambil dalam penelitian ini adalah sebanyak 217 responden. Analisis data dilakukan dengan menggunakan WarpPLS 5.0. Hasil penelitian ini menunjukkan semua variabel berpengaruh positif. Variabel pengaruh sosial, bauran promosi, kondisi ekonomi dan keuangan, serta green skincare lifestyle berpengaruh positif terhadap keputusan pembelian green skincare product.
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