The Influence of Social Media, Brand Image And Customer Loyalty on Skin Care Purchase Decisions (Case Study of Sma Kr. 2 Binsus Tomohon)

Abstract

Many young generations in this digital era use skin care which is considered a long-term investment for skin health. They are willing to spend more for quality products that can provide the desired results. Young people also do not only view skin care as a routine, but also as part of their identity and lifestyle. This study aims to analyze the influence of social media, brand image, and customer loyalty on skin care product purchasing decisions among students of SMA KR.2 BINSUS TOMOHON. The population in the study was 200 students who were part of Skin Care users at SMA KR. 2 BINSUS TOMOHON. Data were collected through a Questionnaire with analysis using the Statistical Package for the Social Sciences (SPSS). The results of the Analysis show that Social Media does not have a positive but significant effect on Skin Care Purchasing Decisions. Brand Image does not have a positive but significant effect on skin care purchasing decisions. Customer loyalty has a positive and significant effect on skin care purchasing decisions. Social media, brand image and customer loyalty (all independent variables) simultaneously have a significant effect on the dependent variable of skincare purchasing decisions through the results of the F test. The results of this study are expected to provide a significant contribution to the development of more effective skincare product marketing strategies among teenagers