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.

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References


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

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Journal of Sharia Economics Scholar (JoSES)

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