Persepsi Kualitas, Efektivitas Pemasaran, Minat Beli Konsumen dan Merek Dalam Peningkatan Penjualan Produk Skincare Scarlett

Safika S, Eli Masnawati

Abstract


Scarlett is one of the main players in the cosmetics industry with its strong focus on digital marketing strategies. However, Scarlett still needs to have a deeper understanding of the effectiveness of each marketing tactic. This research aims to identify and compare quality, advertising effectiveness, purchase interest, and brand image in achieving a company's main goal, namely increasing product sales. A quantitative approach was used to explore the relationship between the main variables, namely perceived quality, marketing effectiveness, consumer purchasing interest, and brand, on increasing sales of Scarlett Whitening skincare products. This research shows that the independent variables perceived quality (X1) and purchase interest (X3) significantly influence the dependent variable product sales (Y), while marketing effectiveness (X2) and X4 do not have a significant influence in this model.


Keywords


Sales, quality, marketing, image and purchase interest.

Full Text:

PDF

References


Asia, N. (2023). Pengaruh Kualitas Produk, Harga, dan Brand Awareness Terhadap Keputusan Pembelian Produk Merek Scarlett di Kabupaten Mamuju. Jurnal Ilmiah Ilmu Manajemen, 2(1), 2656–6265.

Charis, J. C., Rotty, G. V., Wiraputra, A. L., & Parami, R. (2023). Kekuatan Pemasaran Digital: Analisis Dampak Iklan, Celebrity Endorsement, Dan Influencer Marketing Terhadap Niat Beli Konsumen. Jurnal Ilmu Komunikasi Dan Media Sosial (JKOMDIS), 3(3), 709–714. https://jurnal.minartis.com/index.php/jkomdis/article/view/1217/1112

Istanti, E., Kusumo, B., & Noviandari, I. (2020). IMPLEMENTASI HARGA, KUALITAS PELAYANAN DAN PEMBELIAN BERULANG PADA PENJUALAN PRODUK GAMIS AFIFATHIN. Ekonomika45, 8(1), 1–10. http://eprints.ubhara.ac.id/726/1/Implementasi%20Harga.pdf

Sugiyono. (2015). Metode Penelitian Kuantitatif Kualitatif R&D.

Ulitama, Z. B., & Prastyani, D. (2023). Pengaruh Persepsi Harga, Kualitas Produk, dan Citra Merek Terhadap Minat Beli. Jurnal Publikasi Ilmu Manajemen (JUPIMAN), 2(4), 295–313.




DOI: https://doi.org/10.5281/zenodo.11490063

Article Metrics

 Abstract Views : 373 times
 PDF Downloaded : 43 times

Refbacks

  • There are currently no refbacks.




 

Journal of Sharia Economics Scholar (JoSES)

ISSN : 2302-6219